© 2005 mcgraw-hill ryerson limited positioning “the art and science of fitting the product or...
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© 2005 McGraw-Hill Ryerson Limited
Positioning
• “The art and science of fitting the
product or service to one or more
segments of the broad market in such a
way as to set it meaningfully apart from
competition.”
© 2005 McGraw-Hill Ryerson Limited
Market Position
• The reaction of the market to the firm’s
marketing programs.
• The intended or unintended consumer
beliefs of the organization’s efforts, not
the current or past strategic plans of
marketing managers.
© 2005 McGraw-Hill Ryerson Limited
Illustration of Market Positioning Strategy
Example: Canadian Airlines
© 2005 McGraw-Hill Ryerson Limited
Brand Position Illustration By Attributes
© 2005 McGraw-Hill Ryerson Limited
Brand Position Illustration By Benefits
© 2005 McGraw-Hill Ryerson Limited
Brand Positioning Strategy Options
Options via Consumer and Competition
Positioning by Product Attributes and BenefitsPositioning by Product Attributes and Benefits
Positioning by Price/Quality
Positioning by Price/Quality
Positioning by Use or Application
Positioning by Use or Application
Positioning by Product User
Positioning by Product User
RepositioningRepositioning
Positioning by Product Class
Positioning by Product Class
Positioning by Product Attributes and BenefitsPositioning by Product Attributes and Benefits
Positioning by Price/Quality
Positioning by Price/Quality
Positioning by Use or Application
Positioning by Use or Application
Positioning by Product User
Positioning by Product User
RepositioningRepositioning Positioning by CompetitorPositioning by CompetitorPositioning by CompetitorPositioning by Competitor
© 2005 McGraw-Hill Ryerson Limited
Positioning by Price/Quality
© 2005 McGraw-Hill Ryerson Limited
Brand Positioning Strategy Decision Process
Identify CompetitorsIdentify Competitors
Assess Consumers’ Perceptions of Competitors
Assess Consumers’ Perceptions of Competitors
Determine Competitors’ Positions
Determine Competitors’ Positions
Analyze the Consumers’ Preferences
Analyze the Consumers’ Preferences
Make the Brand Positioning Strategy Decision
Make the Brand Positioning Strategy Decision
Monitor the PositionMonitor the Position
Identify CompetitorsIdentify Competitors
Assess Consumers’ Perceptions of Competitors
Assess Consumers’ Perceptions of Competitors
Determine Competitors’ Positions
Determine Competitors’ Positions
Analyze the Consumers’ Preferences
Analyze the Consumers’ Preferences
Make the Brand Positioning Strategy Decision
Make the Brand Positioning Strategy Decision
© 2005 McGraw-Hill Ryerson Limited
Implications
• Brand positioning strategy decision is an important requirement for:
– Setting the overall strategy for advertising.
– Content of the advertising message.
– Creative strategy.
– Tactics.
© 2005 McGraw-Hill Ryerson Limited
Advertising Creativity
The ability to generate fresh, unique and appropriate ideas that can be used as solutions
to communication problems.
The ability to generate fresh, unique and appropriate ideas that can be used as solutions
to communication problems.
SuitsSuits
“Its not creative unless it
sells” ArtistsArtists
“Only artistic value and originality
count”
© 2005 McGraw-Hill Ryerson Limited
Creative Challenge
• The job of the creative team is challenging:
– Every marketing situation is different, and each campaign or advertisement may require a different creative approach.
• Guidelines have been developed for creating effective advertising, but there is no magic formula.
© 2005 McGraw-Hill Ryerson Limited
The Creative Process
Getting Raw Material, Data, Immersing One's Self in the Problem to Get the Background.
Getting Raw Material, Data, Immersing One's Self in the Problem to Get the Background.
ImmersionImmersion
Ruminating on the Data Acquired, Turning It This Way and That in the Mind.
Ruminating on the Data Acquired, Turning It This Way and That in the Mind.
DigestionDigestion
Ceasing Analysis and Putting the Problem Out of Conscious Mind for a Time.
Ceasing Analysis and Putting the Problem Out of Conscious Mind for a Time.
IncubationIncubation
A Sudden Inspiration or Intuitive Revelation About a Potential Solution.A Sudden Inspiration or Intuitive Revelation About a Potential Solution.IlluminationIllumination
Studying the Idea, Evaluating It, and Developing It for Practical Usefulness.Studying the Idea, Evaluating It, and Developing It for Practical Usefulness.VerificationVerification
Getting Raw Material, Data, Immersing One's Self in the Problem to Get the Background.
Getting Raw Material, Data, Immersing One's Self in the Problem to Get the Background.
ImmersionImmersion
Ruminating on the Data Acquired, Turning It This Way and That in the Mind.
Ruminating on the Data Acquired, Turning It This Way and That in the Mind.
DigestionDigestion
Ceasing Analysis and Putting the Problem Out of Conscious Mind for a Time.
Ceasing Analysis and Putting the Problem Out of Conscious Mind for a Time.
IncubationIncubation
A Sudden Inspiration or Intuitive Revelation About a Potential Solution.A Sudden Inspiration or Intuitive Revelation About a Potential Solution.IlluminationIllumination
© 2005 McGraw-Hill Ryerson Limited
Getting Creative Input
Read anything related to the
product or market!
Listen to what people are
talking about!
Use the product to become
familiar with it!
Ask everyone involved for information!
Work in and learn about the client’s business
Ask everyone involved for information
Listen to what people are
talking about
Use the product to become
familiar with itRead anything related to the
product or market
© 2005 McGraw-Hill Ryerson Limited
Marketing Research Methods Employed to Probe Consumers’ Minds
Figure 5-5
© 2005 McGraw-Hill Ryerson Limited
Copy Platform
6. Supporting Information and Requirements6. Supporting Information and Requirements
5. Creative Strategy Statement5. Creative Strategy Statement
4. Selling Idea or Key Benefits to Communicate4. Selling Idea or Key Benefits to Communicate
3. Specify Target Audience3. Specify Target Audience
2. Advertising and Communications Objectives2. Advertising and Communications Objectives
1. Basic Problem Advertising Must Address1. Basic Problem Advertising Must Address
5. Creative Strategy Statement5. Creative Strategy Statement
4. Selling Idea or Key Benefits to Communicate4. Selling Idea or Key Benefits to Communicate
3. Specify Target Audience3. Specify Target Audience
2. Advertising and Communications Objectives2. Advertising and Communications Objectives
1. Basic Problem Advertising Must Address1. Basic Problem Advertising Must Address
© 2005 McGraw-Hill Ryerson Limited
Example
Volvo “Cross Country”
1. Key Benefit
• Goes off road
2. Support Claims
• Picture of it outside
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
Other examples
FOR THE FOLLOWING ADS:
1. What are the Key Benefits?
2. What are the Support Claims?
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
Evaluation Guidelines
• Is the ad consistent with the marketing objectives?
• Does the idea have power, impact, and originality?
• Does the ad communicate what it’s supposed to?
• Does it communicate a clear, convincing message?
• Is it an appropriate style for the product?
• Does the execution overwhelm the message?
• Is it appropriate for the media environment?
• Is it appropriate for the target audience?
• Is the advertisement truthful and tasteful?
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
Quote of the Day
I don’t care about awards.
I want to sell product.
• James Harralson
(CEO Royal Crown Cola)