BUS 268: Service Marketing Report Topic: Positioning of Raffles hospital Content Page 1. Journal Review…………………….………………………………….……………….3 1.1 Positioning…………………….…………………………………………………...3 1.2 Determinant Variable……………………………………………………………...4 1.3 Positioning strategy………………………………………………………………..5 1.4 Positioning map……………………………………………………………………7 2. Organization (Raffles hospital)………………………………………………………..8 2.1 Positioning………………………………………………………………………....8 2.2 Determinant
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Product Positioning‚ Branding MBM6 and Product Line Strategies Chapter 7 1971 1987 1992 2011 Why would Starbucks change it’s logo in 2011? Chapter 7 Objectives ● Product Positioning & Positioning Strategies ● Branding and Brand Management Strategies ● Product Line Strategies Copyright Roger J. Best‚ 2012 Product Positioning‚ Branding MBM6 and Product Line Strategies Chapter 7 Product Positioning & Positioning Strategies In this section we will focus on different
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Strategy‚ Brand and Brand Positioning with Extra Joss as Illustration Case BY: A.A. BAGUS PRAMANANUGRAHA‚ NIM.29114815 MASTER OF BUSINESS ADMINISTRATION SCHOOL OF BUSINESS AND MANAGEMENT INSTITUT TEKNOLOGI BANDUNG BANDUNG - 2014 INTRODUCTION “Having a Better Brand Is Better Than Having a Better Product” Al Ries‚ adage.com. Before we analyzing what is relationship among marketing‚ strategy‚ brand and brand positioning. First‚ we must know what is brand‚ brand positioning and marketing strategy
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Brand positioning refers to “target consumer’s” reason to buy brand in preferences to others. It is a very grateful method in the marketing arena. It is ensures that all brand activity has a common aim; is guided‚ directed and delivered by the brand’s benefits to buy; and focuses at all points of contact with the customer. In order to create a distinctive place in the market‚ a niche market has to be carefully chosen and a differential advantage must be created in their mind. Brand positioning is a
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segments to enter Positioning is arranging for a product to occupy a g g g p py clear‚ distinctive and desirable place relative to competing products in the mind of the consumer Steps in Segmentation‚ Targeting‚ and Positioning 6. Develop Marketing Mix for Each Target Segment 5. Develop Positioning for Each Target Segment 4. Select Target Segment(s) 3. Develop Selection Criteria 2. Develop Profiles p of Resulting Segments 1. Identify Bases for Segmenting the Market Market Positioning Market Targeting
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Repositioning Brand Repositioning is changing the positioning of a brand. A particular positioning statement may not work with a brand. For instance‚ Dettol toilet soap was positioned as a beauty soap initially. This was not in line with its core values. Dettol‚ the parent brand (anti-septic liquid) was known for its ability to heal cuts and gashes. The extension’s ’beauty’ positioning was not in tune with the parent’s “germ-kill” positioning. The soap‚ therefore‚ had to be repositioned as
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Chapter 7 Competitive Positioning Ch7. Competitive Positioning • • • • • • • • Short Description Background Strategic Rationale & Implications Strengths & Advantages Weaknesses & Limitations Process for Applying Technique Summary FAROUT FT Press 2007. All Rights Reserved. Business and Competitive Analysis. By C. Fleisher & B. Bensoussan. Ch7.2 Ch7. Competitive Positioning Short Description • Analyze a position relative to one’s own in order to: – Preserve
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Fail Pass Credit Distinction Max Mark Actual Mark Marketing environment Provides little or no description of the marketing environment and omits implications for the brand. Ignores or does not grasp the significance of information provided. Provides some description of the marketing environment and hints at implications for the brand. Takes into account all relevant information provided. Provides good description of the marketing environment and has good understanding of implications
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Brand Positioning: What are the three brand positioning alternatives from the case? What are the pros and cons associated with each alternative? The first brand position that was briefly considered for the Discovery was the position of being The More Affordable Range Rover. The benefits of this positioning were that they could use the established Range Rover brand that SUV consumers in America understood and trusted‚ but for a more affordable price. They decided against this brand positioning because
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of Care 1 Understand anatomy and physiology in relation to moving and positioning individuals 1.1 Outline the anatomy and physiology of the human body in relation to the importance of correct moving and positioning of individuals 1.2 Describe the impact of specific conditions on the correct movement and positioning of an individual 2 Understand current legislation and agreed ways of working when moving and positioning individuals 2.1 Describe how current legislation and agreed ways of working
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