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