...Market positioning is about identity: who your brand or company is in the marketplace vis-à-vis the competition and in the eyes of the customer. Once you see who you are, you can determine who you want to be. Traditionally, the people responsible for positioning brands have concentrated on points of difference – the benefits that set each brand apart from the competition. Such points of differentiation are, in many cases, what consumers remember about a brand. But points of differentiation alone are not enough to sustain a brand against competitors. Effective brand positioning requires not only careful consideration of a brand’s points of difference, but also of what we call its points of parity with other products. Points of parity are the associations that are not necessarily unique to the brand but may be shared with other brands. Consumer might not consider a bank truly a “bank” unless it offers checking and saving plans, safe-deposit boxes, home loans etc. the approach you sue to meet these minimum requirements for planning the game will depend on where your product is in its life cycle. In contrast, strong, favorable, unique associations that distinguish a brand from others in the same frame of reference are fundamental to successful brand positioning. There are two questions to ask about your brand’s point of difference: are they desirable to customers and can you deliver them? First of all, desirability – to qualify as desirable, a point of difference must...
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...Essay 4 Key drivers of product positioning: Image: Key factor that boosts the ego of the user thereby adding to the ‘feel good’ factor. Value: This is the core indicator of brand positioning. Price: This is an extremely important factor while positioning a product especially in price sensitive markets such as developing and emerging markets. Features: This is one of the most imperative factors to be taken into account while positioning a brand or a product as it is directly linked to driving a product’s value, perceived or otherwise. Brands and their positioning: 1. Vertu: This is an iconic brand positioned at the top of the price chain due to its super premium image. In terms of features, it has very few and technologically lags far behind the other mass brands. What it provides to its user is a sense of having achieved a status that few others have. Obviously the price here is not as important or impactive in its performance. The brand has a limited audience but they are very loyal and faithful to the brand. Chances of switching to another brand are very low. 2. iPhone : Another iconic brand which changed the way mobile handsets were supposed to be designed . This is also like Vertu, positioned purely based on the image but where it differs from Vertu is in the area of features and technology. This is the brand which sets the standard of feature/technology. Due to its iconic nature it is not price sensitive but has a much bigger audience as it is packed...
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...Brand Positioning, Vision, and Loyalty Brand Identity and Marketing Communication: BUS 4033 Unit 1 Assignment 1 Heather Dowell I found that consumer loyalties are high in bath tissues, and toiletries such as toothpaste contact solutions, toothbrushes, and cleaners such as laundry detergents etc. The common brands among all the consumers in my survey were Bounty, Tide, ECO, Listerine, Crest, Clorox Bleach, and Charmin. I believe this is because of a comfort. When they explained their loyalties it was mostly because of “well my mom always used it” or “well its always worked for me before.” I did have an interesting common answer. It was worded differently among the different consumers but essentially the same response for the cleaners, with there being so many different chemicals out there when they found one that worked they stuck with it because they felt uncomfortable using or trying so many different chemicals in their home. But there hasn’t been an organic cleaner that has convinced them it will actually work well enough for them to purchase and try. Consumer attitudes and behavior patterns affect marketing strategies in every way. This is a prime example. For organic cleaning supplies we need to market them stronger to push people like this who want to try something else but are to set in their comfort zone to actually want to try them. Set up sample tables down the cleaning aisle at stores and what not. Just to get them to try a little bit to prove...
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...Introduction: In their 1981 book, Positioning: The Battle for your Mind, Al Ries and Jack Trout describe how positioning is used as a communication tool to reach target customers in a crowded marketplace. Regular use of the term dates back to 1972 when the same authors published a series of articles in Advertising Age called "The Positioning Era." Not long thereafter, Madison Avenue advertising executives began to develop positioning slogans for their clients and positioning became a key aspect of marketing communications. Positioning: The Battle for your Mind has become a classic in the field of marketing. The following is a summary of the key points made by Ries and Trout in their book What is Positioning? Positioning is a platform for the brand it facilitates the brand to get through to the target consumers. Positioning is act of fixing the locus of the product offer in the minds of the target consumers. In positioning, the firm decides how and around what parameters, the product offer has to be placed before the target consumers. The significance of product positioning can be easily understood from David Ogilvy’s words; the results of your campaign depends less on how we write your advertising than on how your product is positioned. Most authors define positioning as the perception that a target market has of a brand relative to its competitors. This definition raises two points. First, positioning is perceptual. In other words, positioning is not factual; instead...
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...BRAND POSITIONING EVOLUTION—Positioning is the last step in the marketing strategy formulation. Marketing strategy begins with identification of market segmentation and later choosing a target for marketing activity. The term ‘position’ in a physical sense is used to refer to or specify the place or location of an object. The marketing battle is not fought for acquiring a geographical unit but to win customers or market share. Retailers or the end users are usually the targets of the marketing battles. In marketing, the soldiers are typically the sales people, and other value creating tools like advertising, sales promotions, demonstrations, product, after sales care, price, reputation etc, are the tools used to fight the marketing battles. Brands are the ultimate fighters used to fight marketing battles. Marketing battles are fought with competitors in the industry who stake claim to or chase the same customers or markets. A marketing battle is fought in the minds of prospects for their purchase preference. When a brand is sold in the mind of the customer, the marketing battle is won. In the marketing context, victory is dictated by superior value delivery. Brands that deliver better value than rivals usually win the customer’s purchase vote. ADVERTISING PERSUASION— In the early years, marketers relied upon the powers of communication tools like advertising to win customers. The belief that dominated this era was that customers could be sold anything on the basis of persuasive...
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...3.0 BRAND POSITIONING AND VALUES 3.1 Bagman Brand Elements Brand elements are devices, which can be trademarked, that identify and differentiate the brand. Most strong brands employ multiple brand elements. Marketers choose brand elements to build as much brand equity as possible. (Kotler & Keller, 2012) The real challenge is to understand whether or not the consumers think and feel if they only know about these brand elements. For example, a brand name might reflect the whole company and its business, from the eyes of the consumers. Brand elements play an important role in brand-building, where it might influence the minds of consumers who doesn’t need or use product information in making purchase decisions. A brand should be easy to recall but at the same time descriptive and persuasive in order for consumers to repeat purchases and be confident that they are familiar with the brand. In Bagman’s case, we have identified a few brand elements that are used, which are the Brand Name, Logo, Tagline and Designs. 3.1.1 Brand Name A Brand name is the part of the brand that can be spoken, including letters and words. Usually, what is understood is that brand names simplifies shopping, guarantees a certain level of quality and allow the brand’s self-expression. The importance of a brand name are usually that it deliver the message of the brand clearly, confirming the brand’s credibility and connects to the brand’s targeted prospects emotionally, motivates the consumers...
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...Dissertation „Brand Positioning Through the Consumers’ Lens“ Verfasserin / Verfasser Mag. rer. soc. oec. Christoph Fuchs Angestrebter akademischer Grad Ph. D. (Doctor of Philosophy) Wien, im April 2008 Studienkennzahl lt. Studienblatt: Dissertationsgebiet lt. Studienblatt: Betreuer / Betreuerin: A 094 146 Management Univ.-Prof. Dr. Adamantios Diamantopoulos ii ACKNOWLEDGMENTS I would like to thank Univ. Prof. Adamantios Diamantopoulos, Ph. D., for the supervision of this dissertation and for being my mentor over the last four years. I would also like to thank o. Univ. Prof. Dr. Dr. h.c. Udo Wagner, Associate Professor Kevin E. Voss, Ph. D., Professor William E. Baker, Ph. D., and o. Univ. Prof. Bodo B. Schlegelmilch, Ph. D., D. Litt, for their excellent comments on the issue of positioning effectiveness measurement. Furthermore, I am indebted to Dr. Daniel Hoppe, ao. Univ. Prof. Dr. Elfriede Penz, and Professor Rajan Varadarajan, Ph. D., for valuable comments on the qualitative study conducted in Chapter 3. Moreover, I would like to thank Florian Mailänder and Mag. Fritz Alexander from Research International Ltd. for their agreement to collaborate on the scale development project (Chapter 5) and for their valuable input from the practitioners’ side. iii iv ABSTRACT Brand positioning is a core concept in marketing. Despite the importance of the concept, however, there is limited research in the field of positioning clarifying to what...
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...Customers on Global Airways have the ability to book a flight and never interact with another person until they actually get to the gate. Once they see a person face to face, it’s a two second encounter with a gate agent. The flight crews and the services/amenities onboard the aircraft is what and who consumers spend the most time with. The focus should be on a better onboard experience where the passengers spend the most time. The first improvement would be to create an environment where the people feel as if they are guest and simply not cattle. Passengers want a nice cozy environment with room to move around and the seats are too close to each other onboard an aircraft. For example: I was recently a passenger heading to West Palm Beach and I needed to complete a homework assignment. After the aircraft reach 10,000 feet, I connected to the wifi and placed my laptop on the traytable. I had very little room to touch the keyboard because the passenger reclined his seat back. I thought to myself if the seats had a larger pitch then I could have more space to work on the paper. The additional legroom and space would be a plus for the customer and it would create a better flying experience. Global Airways can not make money if the seats are not full but passengers still need more comfort. So, how can the task be accomplished to create more legroom and still not have the airline miss out on revenue? The airline can create more space by eliminating a closet, a bulk head...
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...preparation of this project we have visited K&N’s outlets and its head office and had a meeting with marketing manager of K&N’s. The rationale behind visiting the company is to study and evaluate the marketing and positioning strategies of K&N’s products the history and development of the food market. The report starts with the basic history and introduction of the company, its products and competitors it also covers the general information of the market. The information presented in this report has been obtained from the company’s personnel consumers and the market and company’s websites. Group members Sheeba Siddiqui Syed Umer Noman Madiha Fazal Afsheen Raza Abdul Moiz Contents Introduction 3 History: 3 Working Process: 3 PRODUCTS: 4 CURRENT MARKET SITUATION: 4 COMPETITORS 5 Menu foods: 5 Man-o-salwa 5 Pk Foods 5 Dawn foods 5 Competing products 5 Earlier product to satisfy need: 5 Researching Organizational Marketing Positioning: 6 Target Marketing Segments 6 • Working Women: 6 • Kids : 6 • Business class 6 • House wives: 6 Market positioning AND Difference Promoted: 7 • Halal Product: 7 • M.S.G. Free 7 • Vaccinated: 7 • CARBONATE FREE: 7 Non-steroidal growth: 7 POSITIONING STRATEGIES: 8 • Advertisement: 8 • Backward integration: 8 • Recall SHORT expiry products 8 • Fish Free Feed: 9 • Case Study Accepted IN...
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...Perceptual Map In the first step of using the perceptual map is selecting the parameters in which to reposition the cruiser in the market. The optimal parameters chosen are the lifestyle image, price, service offerings, and quality engineering. The Lifestyle image is the most powerful characteristic because it is design to persuade the customer buy into the image and not the functional attributes of the product. Quality engineering covers the product design, engine capacity and design, styling and the uniqueness of the product. These are important elements in maintaining a high image. “Price drives purchase decisions, and a high price is directly proportional to a high image. Normally price can’t be lowered without adversely affecting the brand image” (University of Phoenix, 2011). Services ensure that the dealers and suppliers are happy as well as maintaining customer loyalty. The second step is to decide if the company will launch a...
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...Advertising expenditures increased significantly for newer and smaller players to grab the market share whereas established players did not increase it significantly. * Male grooming product seemed to be a bright spot in the industry with the advent of male-specific personal care products that outpaced the growth in women’s beauty market * 5% growth per year from 2007 to 2010, attributed to innovations and product introductions. * Diversified as better margin derived from the product brought in retailers in the form of club stores and other stores. Competitive Position: * Global Consumer Product Giant with over $13 billion in worldwide sales and $7 billion in gross profits for 2009 since its entry into the market in 1962 * Respected brand in non-disposable razor market. * 23.3% market share by volume of overall non-disposable razor unit and market leader in moderate non-disposable razor unit both by volume and dollar. * New players with technologically improved products posing a threat to Paramount. Strategic Life Cycle Challenges: Clean Edge Razor – based on superior technology and 5 blade design would give enormous boost in sales provided the product does not cannibalize the existing non-disposable razor segment that is doing fairly good for the company. With this objective in mind, company had to choose between three alternative strategies which are: Launching “Clean Edge” as a “mainstream” technology product to be a market leader Advantages: a) Increase in profits...
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...led them to provide nourishing food for Asians’ health and wellness. In order to attain a higher market positioning, Nestle designed a customer-driven marketing strategy that build the right relationships with the right customers and in turns segmented them based on their needs and preferences. Hence, their variables are demographic and psychographic. Since then, in responding to fast economic growth, Nestle invested and set up their first Asia Research and Development (R & D) office in Singapore to support in developing more products. 1.1 Unique Selling Proposition Nestle Coco-yoghurt is a nutrient setter in market. They are the first to introduce the coco-yoghurt in the market. The USP of coco-yoghurt is unique, nourishing, instant and affordable and Nestle will positioned it as a high quality nourishing beverages of consumer’s convenient focus. Positioning statement like “To all baby boomers, Generation X & Y who are always on the go, Nestle Coco-Yoghurt drink is an attributes to a healthy lifestyle of premium ingredients in relation to Convenient, Nourishing and affordable to start your day in seconds. “ Therefore, the positioning will be achieved by leveraging Nestle coco-yoghurt a competitive edge: market experience from its competitors. 1.2 Differentiating i) Product differentiation Firstly, the product is Nestle Coco- Yogurt drink. The brand name defines the unqiue and adventurous taste of the product that comprises mild sweetness of freshly grinded...
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...Assignment #1 – Market Segmentation and Product Positioning Marketing Management MKT 500 Assignment #1 – Market Segmentation and Product Positioning The Product: Unique jewelry designs The jewelry I design is made from genuine stones, pearls and crystals. The plan is to make it into an e-business. I also do custom jewelry. Sometimes it is difficult to find exactly what you want and visiting store after store hoping to find what you want feels tiring. Sometimes you find what you want but it’s made of fake stone and cheap material and it does not match your style. Custom design takes a little time, but it's worth it to get exactly what you want. Famous-name designer items can be extremely expensive and are easily copied. The same jewelry which is from a famous name designer can look exactly the same as the counterfeit but the price could be less than one-tenth of the original price. Famous-name designer items are not unique. They are mass produced and are worn by so many women. It does not make me feel unique. I would rather wear something that creates queries like “Where did you get this from?”, ”Who is the designer?”, “how much does it cost?” Actresses or pop stars set the trend for women. But usually it’s the younger generation who wants to ware a brand-named jewelry. And they don’t mind so much if it’s a counterfeit or fake; as long as it looks like what the pop star wore. Nowadays the market is full of fake jewelry usually mass produced in China. ...
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...MKTG 4120 Case Study – Positioning the ConneCtor 2011 Prepared by LI Danyang Sunny 1155002138 Question 1: Two dimensions were applied in this case since the third dimension did not capture significant variance compared with the sum of first two. (See Figure 1) The variance explained by the horizontal dimension (46.6%) was two times more than the vertical horizontal (20.8%), so the horizontal dimension was more than twice important in explaining customer perceptions than the vertical one. The horizontal axis associated mostly with attributes “Multimedia”, “Stylish” and “Monitor” while the vertical axis associated mostly with “Sturdiness”, “Light Weight” and “Connectivity”. (See Figure 2) From the perception map, Connector 10L performed the best in terms of Connectivity, Data Entry and Third Party Support. Moreover, it also had advantages on its weight. However, Connector 10L was not attractive enough to customers in terms of Multimedia Function, Stylish and Monitor Quality. It is noticed that there was a lack of other brands near Connector 10L’s position (Only Palm VII), which indicated a potential opportunity for new positioning – wireless access feature. (See Figure 2) Question 2: In the positioning map with Preference Vector, it could be found that Connector 10L is the 5th preferred brand chosen by participants, ranked after HP Jornada, Casio Cassuioeia, Compaq IPac and Palm VII. Overall preference for handheld devices increased with Memory, Software and...
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...Target Market and Positioning Strategy Identification Loretta Menchaca MKT/575 May 11, 2015 Professor Delynn Byars Target Market and Positioning Strategy Identification The environment for the marketing strategy should be set in the atmosphere of the overall corporate strategy. Once the general direction of the organization has been determined with applicable contribution from all required stakeholders, the marketing strategy should be aligned to guarantee that the direction is established (Hooley et al, 2008). Companies that are market-driven display inventive skills in interpreting, collecting, and using information to guide their business and marketing strategies and to achieve competitive advantage (Cravens & Piercy, 2009). The following analysis will focus on Ikea’s target market, the effectiveness of their positioning strategy, and recommended for changes to their targeting and positioning strategy. Ikea Ikea is worldwide home furnishing store that specializes in ready to assemble furniture, home accessories, and appliances. Ingvar Kamprad founded Ikea in 1943, and opened his first store in in Almhult Sweden. Today Ikea operates two hundred twenty six stores globally and hosts four hundred and ten million shoppers a year. Ikea believes in hard work to produce products that meet quality standards at prices that are affordable. These standards are accomplished by building long term relationships with suppliers, investing in highly automated products, and producing...
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