Differentiation تميز & Positioning وضع

Chapter 6

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Positioning –

Is the way the product is defined by consumers on

important attributes سمات – the place مكان

the product occupies تحتل in consumer’s minds

relative to competing products العقول

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• Examples –

• “Tide” is positioned as a powerful all purpose

األغراض لجميع family detergentقوية

• “Mercedes & Cadillac” positioned as luxury

productsترف

• “Volvo” – positioned on safety سالمة

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• Positioning is a result of –

• A set of perceptions التصورات

• Impressions انطباعات

• Feelings مشاعر

- of consumers about a product

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• Marketers –

• Do not want their products’ “position” to chance

• Plan “positions” to their greatest advantage ميزة

in selected target markets

• Must design marketing mixes to create the planned

“positions”

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• Positioning maps –

• Positioning maps are used in planning

differentiation and positioning strategies [see

picture]

– Positioning map for US large luxury sport utility vehicle

market

– Perceived positioning on two dimensions – price &

orientation [luxury Vs Performance]

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Choosing a differentiation and positioning

strategy

– Differentiation and positioning easy for certain firms

– Two or more firms may go for same positioning

[Almarai & Alsafi] – but should differentiate in their offerings

– Positioning should serve the needs and preferences

of target markets

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Steps in differentiation & positioning:

1. Identify a set of differentiating competitive

advantages

2. Choosing the right competitive advantage

3. Select an overall positioning strategy

• Should then effectively communicate and deliver the

chosen position to the target market

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1. Identify a set of differentiating competitive

advantages

a. Product differentiation can be on – features,

performance, style & design

a. Service differentiation can be through – speedy,

convenient or careful delivery [Banks – working 7 days],

Lexus cars – known for quality service

a. Channel differentiation – thru – channel’s coverage,

expertise & performance [Ex: Procter & Gamble]

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2. Choosing the right competitive advantage:

a. Necessary for building the positioning strategy

a. Decide how many differences to promote and which ones?

a. Walmart promotes - “always low prices”

b. Burger king – promotes – “personal choice” – “have it your way”

b. Some companies use more than one differentiation

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Which differences to promote –

• Important [should be]

• Distinctive مميز

• Superior متفوق

• Communicable نقل

• Pre emptive االستباقية

• Affordable [to the buyer] معقولة بأسعار

• Profitable [for the seller]

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3. Selecting an overall positioning strategy

– Winning “value propositions” –

– More for more [Mercedes]

– More for same [Lexus Vs Mercedes service]

– The same for less

– Less for much less

– More for less

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• Developing a positioning statement

“Quality you can afford” تحمل

• Communicating and delivering the chosen

position –

• Company's marketing mix strategy should support the

positioning strategy

• Implementing the positioning strategy is very important

• Should not change the positioning strategy [unless

necessary]

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Avoid تجنب

• Under positioning

• Over positioning

• Confused الخلط positioning

• Doubtful فيه positioning مشكوك

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End