...html Positioning is a perceptual location. It's where your product or service fits into the marketplace. Effective positioning puts you first in line in the minds of potential customers. As individuals, we continually position ourselves. The responsible older sibling, the class clown, a number cruncher, a super genius are all examples of positioning. These identifiers help us define ourselves and distinguish our abilities as unique and different from other people. Positioning is a powerful tool that allows you to create an image. And image is the outward representation of being who you want to be, doing what you want to do, and having what you want to have. Positioning yourself can lead to personal fulfillment. Being positioned by someone else restricts your choices and limits your opportunities. That's why it's so important for entrepreneurs to transform their passion into a market position. If you don't define your product or service, a competitor will do it for you. Your position in the market place evolves from the defining characteristics of your product. The primary elements of positioning are: * Pricing. Is your product a luxury item, somewhere in the middle, or cheap, cheap, cheap. * Quality. Total quality is a much used and abused phrase. But is your product well produced? What controls are in place to assure consistency? Do you back your quality claim with customer-friendly guarantees, warranties, and return policies? * Service. Do...
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...This article was downloaded by: [80.5.173.244] On: 18 June 2012, At: 04:49 Publisher: Routledge Informa Ltd Registered in England and Wales Registered Number: 1072954 Registered office: Mortimer House, 37-41 Mortimer Street, London W1T 3JH, UK Journal of Strategic Marketing Publication details, including instructions for authors and subscription information: http://www.tandfonline.com/loi/rjsm20 Competitive positioning and the resource-based view of the firm a a Graham Hooley , Amanda Broderick & Kristian Möller a b Aston Business School, Aston University, Birmingham, B4 7ET, UK b Department of Marketing, Helsinki School of Economics, Runeberginkatu 14–16, Helsinki, FIN-00100, Finland Available online: 28 Jul 2006 To cite this article: Graham Hooley, Amanda Broderick & Kristian Möller (1998): Competitive positioning and the resourcebased view of the firm, Journal of Strategic Marketing, 6:2, 97-116 To link to this article: http://dx.doi.org/10.1080/09652549800000003 PLEASE SCROLL DOWN FOR ARTICLE Full terms and conditions of use: http://www.tandfonline.com/page/terms-and-conditions This article may be used for research, teaching, and private study purposes. Any substantial or systematic reproduction, redistribution, reselling, loan, sub-licensing, systematic supply, or distribution in any form to anyone is expressly forbidden. The publisher does not give any warranty express or implied or make any representation that the contents ...
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...INTRODUCTION It becomes quite time consuming when working to create the image of a company over brands and products. Positioning is crucial to the success of any product, whether it be marketing for a product or type of service. Positioning for that line of product, it can be detrimental to work on your target markets thought process about why they would need the product being marketed, you want the prospect to identify that the product being offered is produced mainly for them. The reader will be able to identify distinctive types of analysis used by marketers to find out product positioning, competitive positioning, customer perceptions and distribution-channel analysis. Based off of those findings, I will compare the strengths and weaknesses of each method and asses the different types of marketing analysis required to develop a marketing strategy. DIFFERENT TYPES OF ANALYSIS BY MARKETERS PRODUCT POSITIONING Accelerating perceptual mapping, it is one way product positioning can be hurried along. Product positioning involves tailoring an entire marketing program including product attributes, image, and price, as well as packaging, distribution, and services best meet the needs of consumers within a particular market segment. This plan forms the basis for the business analysis that is conducted before management makes a final decision on the new product (Kotler & Keller, 2007). When detailed marketing research is done then methodological problems can arise...
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...Strategic Positioning The way a company establishes or position in the mind of their customers and in the market is basically pure marketing, this is called positioning, and the different ways in which it is made is strategic position. Kotler and Armstrong says, “positioning is arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers. Marketers plan positions that distinguish their products from competing brands and give them the greatest advantage in their target markets”(190). The strategic positioning goal is to achieve a competitive advantage by giving an ad value to the brand, the company and the product or service to differentiate from the others to be in the top of mind of their customers. To accomplish a good and effective positioning strategy you have to gather these three factors: the company, the brand and the product or service. Is true that you can only try manage a positioning strategy to one of these three due to the fact that the company and the brand is already in the top of mind of the consumers, but if they don’t is very important to gather this three. Before a company start developing their positioning strategy they have make several things. They have to make their self some questions like “what's your customer really buying from you? How's your product or service different from those of your competitors?, What makes your product or service unique?” (“Positioning”); consequently...
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...having an excellent global positioning is one of the principal assets of a brand, What criteria should global marketers consider when making product design decisions, Identify several global brands. What are some of the reasons for the global success of the brands you chose? Abstract The study identifies segmentation processes and how it can be introduced to management to accept them. Often than not if management do not understand the process of segmentation and found out that what has been presented differ from what they know they quickly reject the proposed segmentations (Yankelovich & Meer, 2006). In segmentation, it allows the researcher to knowing how important a product or service is to the customers and this help in deciding what their expectations and are most likely to reveal their willingness to purchase your product. The study further identifies reasons why segmentations fail and steps needed to be taken to correct these errors. The literature elaborate on brand positioning and settling the confusion of brand positioning by managers straight. Consumer culture both local and global is also considered with it effect on brand positioning showing the reader the essence considering or adopting a hybrid type of positioning (Holt, Quelch, & Taylor, 2004). After going through this studies the reader will appreciate the essence of brand positioning using five recognized global companies which used various strategies to achieve increase market shares. Keyword: Segmentation...
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... determination of the target market. E. establishment of marketing objectives. 2. A(n) _____ is a document that evolves from an organization's overall corporate strategy and serves as a guide for specific marketing programs and policies. A. strategic marketing plan B. integrated marketing communications plan C. situation analysis D. opportunity analysis E. competitive plan 3. _____ is a detailed assessment of the current marketing conditions facing the company, its product lines, or its individual brands. A. Strategic marketing plan B. Integrated marketing communications plan C. Situation analysis D. Opportunity analysis E. Competitive plan 4. _____ are defined as external areas where there are favorable demand trends, customer needs and wants are not being satisfied, and where a company thinks it can compete effectively. A. Market opportunities B. Market segments C. Competitive advantages D. Market strengths E. Market plans 5. To reach tweens (8-12 year olds), Jell-O brand gelatin marketers introduced X-treme Jell-O in wild berry, green apple, and watermelon flavors. The ads describe the gelatin flavors as "Jell-O with an attitude" because these fruit flavors "will bite you back." Jell-O has defined tweens as: A. part of an undifferentiated market. B. aggregated market. C. a response-stimulus market. D. the mass market for gelatin. E. a market segment. 6. China is the world's second-largest beer market after the U.S. It is...
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...strategy: segmentation, targeting, differentiation, and positioning. Marketers know that they cannot appeal to all buyers in their numerous, too widely scattered, and varied in their needs and buying practices. Therefore, most companies today practice target marketing- identifying market segments, selecting one or more of them, and developing products and marketing mixes tailored to each. Customer driven marketing strategy begins with selecting which customers to serve and deciding on a value proposition that best serves the targeted customers. It consists of four steps. Market segmentation is the act of dividing marketing into distinct groups of buyers with different, characteristics, or behaviors who might require separate products or marketing mixes. Once the groups identified market targeting evaluates each marketing segments attractiveness and selects one or more segments to serve. Market targeting consists of designing strategies to build the right relationships with the right customers. Differentiation involves actually differentiating the market offering to create superiors customer value. Positioning consist of positioning the market offering in the minds of target customers. Market Segmentation: Market consists of buyers, and buyers differ in one or more ways. They may differ in their wants, resources, locations, buying attitudes, and buying practices. Through market segmentation, companies divide large heterogeneous markets into smaller segments that can be reached more...
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...decisions—how to divide up markets into meaningful customer groups (segmentation), choose which customer groups to serve (targeting), create market offerings that best serve targeted customers (differentiation), and positioning the offerings in the minds of consumers (positioning). Chapter Objectives: 1. Define the four major steps in designing a customer-driven marketing strategy: market segmentation, market targeting, differentiation, and positioning 2. List and discuss the major bases for segmenting consumer and business markets 3. Explain how companies identify attractive market segments and choose a market targeting strategy 4. Discuss how companies differentiate and position their products for maximum competitive advantage in the marketplace. Most companies have moved away from mass marketing and toward target marketing—identifying market segments, selecting one or more of them, and developing products and marketing programs tailored to each. Figure 7.1 (pg.216) shows the four major steps in designing a customer-driven marketing strategy. Market segmentation involves dividing a market into smaller groups of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes. Market targeting (or targeting) consists of evaluating each market segment’s attractiveness and selecting one or more market segments to enter. Differentiation involves actually differentiating the firm’s market offering to create...
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...Acknowledgements Publisher's acknowledgements PART 2 COMPETITIVE MARKET ANALYSIS CHAPTER 3 THE CHANGING MARKET ENVIRONMENT Recession-hit Aga trials green energy Introduction 3.1 A framework for macro-environmental analysis . 3.2 The economic and political environment 3.3 The social and cultural environment 3.4 The technological environment 3.5 Changes in marketing infrastructure and practices 3.6 New strategies for changing macroenvironments 3.7 The Five Forces model of industry competition 3.8 The product life cycle 3.9 Strategic groups 3.10 Industry evolution and forecasting 3.11 Environmental stability 3.12 SPACE analysis 3.13 The Advantage Matrix Summary Case study: Food group shifts strategy to volume growth PART1 MARKETING STRATEGY CHAPTER 1 MARKET-LED STRATEGIC MANAGEMENT Puma gives the boot to cardboard shoeboxes . 4 Introduction 5 1.1 The marketing concept and market orientation 6 1.2 The resource-based view of marketing 12 14 1.3 Organisational stakeholders 1.4 Marketing fundamentals 19 1.5 The role of marketing in leading strategic management 23 Summary 25 Case study: Consumer trust sees John Lewis set retail pace 25 54 54 55 56 57 59 62 64 65 68 71 74 77 79 81 83 84 85 CHAPTER 2 STRATEGIC MARKETING PLANNING Asos founder turns to online homeware Introduction 2.1 Defining the business purpose or mission 2.2 The marketing strategy process 2.3 Establishing the core strategy 2.4 Creation of the competitive positioning 2.5 Implementation Summary Case study: iPhone ...
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...Giordano change its current positioning in the • Would the factors that had contributed to Giordano’s success in the past remain equally critical over the coming years or were new key success factors (KSF) emerging • Are Giordano’s competitive strengths readily transferable to other markets Concept • Brand Positioning By definition, brand positioning involves defining the one core idea that the brand stands for in the minds of customers. Besides, it helps in working out a strategy that forms the basis of pricing, promotion, product development and distribution decisions. Giordano at a Glance • “To be the best and the biggest world brand inthe apparel retailing.” • Giordano’s mission is to provide value for money merchandise • Giordano is a retailer of casual clothes • It was founded by jimmy Lai in 1980 • In 1985 it opened its first outlet in Singapore • After 1987 it repositioned itself as a retailer of unisex apparel Management value & styles • Lai’s management philosophy • Employee treated as an assets • Spent heavily on training-average 224 hourstraining for each employee • Paid high wages to employees • Flat organizational structure • Services of Giordano – key strength • Employee evaluation- service star award • Store evaluation- Best service shop • Value for money-selection of suppliers, cost control etc Management value & styles • Inventory control-Inventory turnover reduced to28 days in 1999 from 58 days in 1996 • Product positioning-simple having limited...
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...MKW1120 Marketing Theory and Practice Lecture 7A: Market Targeting and Positioning Objectives ▪Objective 3: Explain how companies identify attractive market segments and choose a markettargeting strategy. ▪Objective 4: Discuss how companies differentiate and position their products for maximum competitive advantage. Market Targeting © Commonwealth of Australia, reproduced by permission Evaluating Market Segments Three factors to be looked at: Market Targeting Selecting Target Market Segments A target market is a set of buyers who share common needs or characteristics that the company decides to serve. Four Basic Market Targeting Strategies Undifferentiated Marketing Differentiated Marketing Concentrated Marketing Micromarketing Market Targeting Strategies Market Targeting Strategy Undifferentiated • Undifferentiated marketing targets the whole market with one offer. • Mass marketing • Focuses on common needs rather than what’s different Differentiated • Differentiated marketing targets several different market segments and designs separate offers for each. • Goal is to achieve higher sales and stronger position • More expensive than undifferentiated marketing Concentrated • • • • Micro-Marketing Targets a large of a smaller market. Limited company resources Knowledge of the market More effective and efficient • Practice of tailoring products and marketing programs to suit the...
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...MKT001 – Segmentation, Targeting, and Positioning Additional information Market segmentation involves dividing a market into smaller groups of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes. Through market segmentation, companies divide large, heterogeneous markets into smaller segments that can be reached more efficiently and effectively with products and services that match their unique needs. Geographic segmentation calls for dividing the market into different geographical units such as nations, regions, states, counties, cities, or even neighborhoods. Demographic segmentation divides the market into groups based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and nationality. Demographic factors are the most popular bases for segmenting customer groups: Age and Life-Cycle Stage means offering different products or using different marketing approaches for different age and life-cycle groups. Gender segmentation has long been used in clothing, cosmetics, toiletries, and magazines. Income segmentation has long been used by the marketers of products and services such as automobiles, clothing, cosmetics, financial services, and travel. Psychographic segmentation divides buyers into different groups based on social class, lifestyle, or personality characteristics. Behavioral segmentation divides buyers into groups based on their...
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...strategy: Target market consists of a set of buyers who share common needs or characteristics that the company decides to serve. Criteria Size: The market must be large enough to justify segmenting. If the market is small, it may make it smaller. Difference: Measurable differences must exist between segments. Money: Anticipated profits must exceed the costs of additional marketing plans and other changes. Accessible: Each segment must be accessible to your team and the segment must be able to receive your marketing messages Focus on different benefits: Different segments must need different benefits so, we should decide how we want to target T – Shirt company first: target both male and female (teenager because it's easier to Influence them by write some interesting topics on t-shirt) and decide if we want to target whole market with one offers or more but more means higher cost (with one offer in our case ( after that decide whether we want to target Local marketing: Cities Neighborhoods Stores or Individual marketing: One-to-one marketing Mass customization How we can Choosing the right Target Market: by promote communicate product life- cycle stage Company resources Company Differentiation strategy: A marketing strategy whereby businesses attempt to make their product unique to stand out from competitor’s. so how I can differentiate on competitors: Product differentiation: Make him unique useful to the customer Service differentiation:...
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...3H Strategy & International Business 2001-2002 Session 8 – Positioning & RBAs compared A. INTRODUCTION TO SESSION The past two Sessions have outlined a series of models and frameworks that provide insights into the external environment and the strategic capabilities possessed by organisations. Many of these models and frameworks have developed as a consequence of a twenty-year debate over the way in which organisations seek to develop sustainable competitive advantage. In broad terms, two distinct approaches have emerged from the debate about this central issue within strategy content: the positioning approach and the resource-based approach (or more accurately, approaches). Much of the debate has concentrated upon two key questions: • Is competitive advantage achieved by concentrating on either low cost or differentiation or should a strategy seek to exploit both low cost and differentiation? • Does an organisation develop strategy to respond to or shape the environment in which it exists – is strategy outside-in or inside-out? As the primary purpose of the tools of strategic analysis is to help organisations to develop and implement successful strategies, then an understanding of the underlying context in which these models and frameworks can be applied is an important requirement. By exploring the development of these competing approaches to competitive advantage and the debate between them, this Session sets out to provide this contextual understanding...
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...facing the following problems regarding its brand value to customers: * Its brand name is merely the generic version of its services, therefore price is seen as its main competitive advantage in the travel market; * Associations of the brand have not been clearly defined and conveyed to customers, therefore their perception about its brand name is not sufficiently strong for them to recognize and recall this brand among other alternatives; * Information on past experiences customers have acquired from the use of the company’s services have not been adequately collected and assessed. This makes difficult for asiatravel.com to identify the benefits and value its brand has already been shaped in customers’ mind. * Although the company’s name reflects quite obvious the market segmentation on which it is focusing i.e. Asia as a whole, specific target markets and sub-segments have not been identified. * The company has not adequately identified and evaluated its competitors. As a consequence, their knowledge about its competitors, its points of parity and points of difference is limited. Therefore, its brand positioning is not so strong even though the company has great intrinsic potentials in bringing its brand to be favourable and unique in the travel market. * The company has not adequately invested in developing tools to conduct market surveys; to develop effective marketing strategies, appropriate marketing programs and proper marketing communication to build...
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