POSITIONING STRATEGY POSITIONING Creating a unique and distinctive image for a brand relative to the competition Brand should be perceived as different from competitors by consumers EFFECTIVE POSITIONING Meaningful to consumers Credible/believable Unique to your brand Durable over time FOCUS OF POSITIONING Attributes and benefits of the product Competition Product user Product use or application Product class Cultural symbols Jet Blue Airways Focus on the benefits of Jet Blue
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Jason Tsirtsis 1/21/13 Astronomy 110-6 Dan Gable: Legend On The Mat & In The Coach’s Chair Dan Gable is titled by many as the most legendary amateur American wrestler and coach in the history of amateur American wrestling. To put into retrospect of Dan’s popularity in the wresting world‚ Gable is the Michael Jordan of Basketball‚ the Pele of Soccer‚ and the Muhammad Ali of boxing‚ everyone has heard of Dan Gable. That is how legendary Dan Gable is. But what single attribute made Mr
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Product Positioning "Product positioning" is a marketing technique intended to present products in the best possible light to different target audiences. The method is related to "market segmentation" in that an early step in major marketing campaigns is to discover the core market most likely to buy a product—or the bulk of the product. Once segmentation has defined this group ("active seniors‚" "affluent professional working women‚" "teens") the positioning of the product consists of creating
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Der findes to motiver for mord: sex eller cash. "Mord i myldretiden"‚ der er den 7. bog i Dan Turèlls kendte mord-serie‚ der bragte den hårdkogte kriminaldetektiv ind i dansk litteratur‚ bliver den navnløse journalist rodet ind i endnu et mord‚ denne gang i et møde med fortiden‚ da hans gamle musikerkammerat på mystisk vis falder om midt under en koncert. Dan Turèlls måde at skrive er meget farverig og spraglet. Han er kendt for sin meget moderne og frie måde at skrive på‚ der ikke på nogen måde
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POSITIONING Positioning the process of designing an image and value so that consumers with the target segment understand what the company or brand stands for in relation to its competitors. It also refers to the place an offering occupies in consumers minds on important attributes related to competitive offerings. Positioning is not actually something that is done to product; rather it is something that is done to minds of consumers by marketers. It relates to now consumers perceive the product
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Positioning and repositioning Before positioning companies has to do segmentation and targeting. Segmentation is dividing the market into segments upon some set of criteria and evaluating the profitability of each segment Targeting is selecting one or more segments and going after them Positioning is how do you want your brand to be considered by consumers when compared to other competing brands. Positioning is based on product features such as color‚ price‚ fluffiness‚ quality of service
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market segmentation Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs (and/or common desires) as well as common applications for the relevant goods and services. Depending on the specific characteristics of the product‚ these subsets may be divided by criteria such as age and gender‚ or other distinctions‚ such as location or income. Marketing campaigns can then be designed and implemented to target these specific
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Slide 1 9 Slide 2 Market Segmentation‚ Targeting‚ and Positioning © 2011 McGraw-Hill Ryerson Ltd. All rights reserved. Today’s Topics After reading this chapter‚ you should be able to: 1.Explain what market segmentation is and when to use it. 2.Identify the five steps involved in segmenting and targeting markets. 3.Recognize the different factors used to segment consumer and organizational (business) markets. 4.Know how to develop a market-product grid to identify a target market
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A bunch of the boys were whooping it up in the Malamute saloon; The kid that handles the music-box was hitting a rag-time tune; Back of the bar‚ in a solo game‚ sat Dangerous Dan McGrew‚ And watching his luck was his light-o’-love‚ the lady that’s known as Lou. When out of the night‚ which was fifty below‚ and into the din and glare‚ There stumbled a miner fresh from the creeks‚ dog-dirty‚ and loaded for bear. He looked like a man with a foot in the grave and scarcely the strength of a louse
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Segmentation Why segmentation? External factors - globalization - clutter - knowledgable customers - competition - technology Internal factors - allocation of resources - effective marketing programmes - opportunies For NPD or/and market development Breaking down the market Potential market (everyone out there) Available market ( those who could buy the product) Target market (those we address) Penetrated market (those who actually buy the products) From
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