Chapter 9

Positioning

• Entrepreneurship Education were developed to prepare youth and adults to succeed in an entrepreneurial economy (CEE, 2005). In economies in transition, entrepreneurial education has become an integral part of the new curriculum on offer in both private and state sponsored business schools (Li and Matlay, 2005).

POSITIONING

• Apa yang anda fikirkan ketika mendengar Nexian?

• Apa yang anda fikirkan itu adalah positioning merek tersebut.

Cont…

• Secara definisi: Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market

• Tidak melulu dari citra, melainkan semua faktor yang terkait langsung dan tidak langsung merupakan hal yang mempengaruhi posisi mereka pada pikiran kita

How to position our product

• Product• Channel• Personnel• Image

Strategies for Sustaining Rapid Market Growth

• Improve product quality, add new features, and improve styling

• Add new models and flanker products• Enter new market segments• Increase distribution coverage• Shift from product-awareness advertising to

product-preference advertising• Lower prices to attract the next layer of price-

sensitive buyers