presentation - positioning in full
Post on 15-Apr-2017
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Positioning in MarketingDefinition - An effort to influence
consumer perception of a brand or product relative to the perception of competing brands or products. Its objective is to occupy a clear, unique, and advantageous position in the consumer's mind.
Positioning Process
How Positioning is affected by Different Research Methods
About Panel Research
Panel Research is where a group of people (known as respondents) take part in
a number of market research sessions or
projects over a period of time
Definition
A market research panel study may be ordered by the manufacturer of an
item, or by a retail organisation trying to
determine what products or services to add to their
inventory list.
Brand Institute are a company that specialise in
providing market research for other businesses
Panel research is a type of qualitative research as it is a focus
group, however it is the same group of people again and again,
not new ones.
How Panel Research (qualitative research) Affects Positioning
The outcome of panel research is that it enables
a business to see what people enjoy about their service/product
and what people think should be changed or abolished.
For example, if the session shows that younger generations are finding a
brand less appealing then it could be altered by the use of
positioning. This is due to the panel of people giving indications of how to correctly advertise to attract the
disillusioned group.
Panel research carried out by McDonalds a number of years ago identified that young people (18-30 year
olds) were skimming over McDonalds and
instead choosing other fast food outlets.
However, McDonalds repositioned theirbrand in order to attract more young people,
the well recognised slogan ‘I’m Lovin It’ came about as they wanted
to appeal more to younger generations.
After the initial research is gathered from panel research, it can be
transported into questionnaires which fine tune the information that has been
received.
The information gathered from the focus groups/panelswill hopefully show a salient
factor. A salient factor iswhat is at the forefront of
someones mind.
How Panel Research (qualitative research) Affects Positioning
How Quantitative Research Methods Affects Positioning
Quantitative research is a formal, objective, systematic process in
which numerical data are used to obtain information about the world.
Questionnaires are forms of quantitative research.
Definition
Questionnaires can follow many different formats when trying to
obtain information about a business which provides a
service. Useful questionnaires will contain a semantic
differential scale and/or a likert scale.
Using these different types of scales enables researchers to get a good idea of what needs to be
repositioned in order to make their service or product stronger.
Quantitative research is on display at most hospitality businesses
as it is now common for review cards to be given at the end of stays/
meals. The various questions give the businesses the salient factors
which in the long run help boost the business. The information gathered by
the businesses is highlyvalued, this is shown by restaurant often giving
incentives for customers to fill out forms,
things such as money off vouchers.
How Quantitative Research Methods Affects Positioning
Travelodge Repositioning
Travelodge have recently repositioned themselves drastically firstly by bringing in a new Chief executive ‘Peter Gowers’ in November 2013 - they have achieved and aim to achieve the following -
● 40,000 new king size beds● 300 hotels in big city or town centres.● 70% of rooms were sold for less than £50 in 2014● 87% of rooms have been refurbished
● 15 new hotels with 495 already open - ● 400 new jobs● 150 new sites in the next 8 years
Disadvantages, Risks & Costs
Risks of positioning - Picking a strategy and making it work, seeking out competitive advantage.
● Cost leader strategy ● Differentiation business strategy
Costs include ● Promotion● Place● Packaging
Finding the capital or investment to fund the costs of repositioning is a what is most difficult.
Starbucks market position is aimed at 18-45 year olds.
“coffee is cool”
Highly respected brand
Expensive products
Easily distinguished from competitors
International
Closures
ChangesBranding changesLogo redevelopmentThemesChallenges FacedIn store changes
"This will be the first time in our 45-year history that we will actually be baking in a store,"
Expansion
GrowthCostingsFranchiseHelp and Support
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