Free Essay

Positioning Survey

Submitted By Petey2000
Words 4379
Pages 18
Purpose of the survey The purpose of this survey instrument is to determine consumer perceptions of cell phone providers. Ultimately, the data will be used to determine potential positioning strategies for companies.
Summary of Results
The pretest of the survey indicated the need for several changes. First, there were a few changes that needed to be made for the survey. First, the ten point-scale was simplified to three points. Minor typographical errors were corrected, and questions that appeared ambiguous were clarified –for example, when I entered the questions into Qualtrics, I forgot to include “please indicate” for text entry. It was also recommended that, in the ethnicity question, a multi-ethnicity option be offered. These issues were brought to my attention by the respondents to my survey and were corrected
Socio-demographic Profile
Upon entering my results into SPSS five times in order to have sufficient data, the following description of my sample was developed.
Nominal variables - Nominal variables are used for qualitative classification—they are measure only in terms of whether individual items belong to particular categories (Unesco, n.d.). They have no order, and the assignment of numbers to category is arbitrary (Unesco, n.d.). In this study, the nominal variables are ownership of a cell phone, gender, and education level.
Every person who took the survey had a cell phone. Table 1 - Descriptive Statistics | | N | Minimum | Maximum | Mean | Std. Deviation | Gender | 25 | 1 | 2 | 1.40 | .500 | Ethnicity | 25 | 1 | 5 | 1.80 | 1.633 | Education | 25 | 5 | 6 | 5.80 | .408 | Own a Cell Phone | 25 | 1 | 1 | 1.00 | .000 | Service Provider | 25 | 1 | 5 | 3.00 | 1.291 | Valid N (listwise) | 25 | | | | |

Of the 25 entries, 60 percent of respondents were male, 40 percent were female. Table 2 – Gender | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | male | 15 | 60.0 | 60.0 | 60.0 | | female | 10 | 40.0 | 40.0 | 100.0 | | Total | 25 | 100.0 | 100.0 | |

Figure 1- Gender of Respondents

The group was 80 percent Caucasian, with 20 percent indicating “Other” as an ethnicity. The selected sample also appears to be well educated. The range of 5-6 in the education category indicates that respondents either had a Bachelor’s Degree or a Master’s Degree. Table 3 – Education Level | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | 4 year degree | 5 | 20.0 | 20.0 | 20.0 | | Master's Degree | 20 | 80.0 | 80.0 | 100.0 | | Total | 25 | 100.0 | 100.0 | |

Figure 2- Education Level- Bar Chart

Scale variables – Scale variables are measured on an interval or ratio scale, where the values of the data indicate the order of the values and distance between them (IBM, 2013). Scale variables in this study include age and income level. Frequency tables and histograms, as well as measures of central tendency and variability were conducted for these variables.
Mean, median, and mode are measures of central tendency. Measures of central tendency are used to describe the most typical response to a question; thus, the term central tendency is used to identify the most typical or frequent response (Burns & Bush, 2010).
The mean is the arithmetic average of the data—the mean is derived by adding all data points and dividing by n (AUO, n.d.). The median is the number that splits a database—when the data is arranged from least to most, half the data falls below this number and half the data falls above this number (AUO, n.d.). Mode is the category with the highest frequency in a database, or the most common number (AUO, n.d.)
Standard deviation, variance, and range are measures of variability. Measures of variability are concerned with depicting typical differences between values in a set of numbers (Burns & Bush, 2010). They are a crude but effective way to describe the spread of responses (AUO, n.d.). The range indicates the distance between the lowest value and the highest value in a set of values arranged in order; it identifies the end points, and how dispersed the extremes are (Burns & Bush, 2010). Variance is a numerical value used to indicate how widely individuals in a group vary (Stattek, n.d.). The standard deviation indicates the degree of variation in a way that can be translated into a bell-shaped curve (Burns & Bush, 2010).
Respondents varied in income. Although this is continuous data that should be represented as a bar chart, the varied incomes among respondents makes the data appear to be in a bar chart. The average in this variable was 8.8, indicating that the average income was between \$70,000 and \$79,999. The median income bracket was 10, and the mode, or most commonly reported age bracket was over \$100,000. Respondents also varied in age. The average age reported was 4.6, indicating that the average age of respondents fell within the 38-48 range. Table 4 Statistics- Income and Age | | Income bracket | Age | N | Valid | 25 | 25 | | Missing | 0 | 0 | Mean | 8.80 | 4.60 | Median | 10.00 | 4.00 | Mode | 11 | 4a | a. Multiple modes exist. The smallest value is shown |

Table 5 Frequencies - Income bracket | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | \$40,000-\$49,999 | 5 | 20.0 | 20.0 | 20.0 | | 60,000-\$69,999 | 5 | 20.0 | 20.0 | 40.0 | | \$90,000-\$99,999 | 5 | 20.0 | 20.0 | 60.0 | | \$100,000 + | 10 | 40.0 | 40.0 | 100.0 | | Total | 25 | 100.0 | 100.0 | | | | | | | |
Figure 3- Histogram of Income

Table 6 Frequencies - Age | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | 29-38 | 5 | 20.0 | 20.0 | 20.0 | | 39-48 | 10 | 40.0 | 40.0 | 60.0 | | 59 and over | 10 | 40.0 | 40.0 | 100.0 | | Total | 25 | 100.0 | 100.0 | |

Figure 4 – Histogram of Age

Finally, the ethnicity of respondents was largely Caucasian. 80 percent of respondents entered indicated being “Caucasian,” while 20 percent indicated “Other.”

Table 7 – Ethnicity | | Frequency | Percent | Valid Percent | Cumulative Percent | Valid | Caucasian | 20 | 80.0 | 80.0 | 80.0 | | Other | 5 | 20.0 | 20.0 | 100.0 | | Total | 25 | 100.0 | 100.0 | | | | | | | |

Summated Scales
Summated scales are a collection of related questions measuring underlying constructs (Summated Scales, 2011). In this case dropped class, connection failures, audio issues, e-mail, lost calls, text failures, late texts, web connect failure, e-mail connection failures, and slow downloads are thought to be correlated with satisfaction with current service provider.
Cronbach’s alpha is measure of internal consistency, or how closely related a set of items are (SPSS FAQs, 2013). High values of alpha are often used as evidence that the items measure and underlying construct (SPSS FAQs, 2013). High alpha does not imply that a measure is unidimensional (SPSS FAQs, 2013). In addition to measuring internal consistency, evidence that the sale in question is unidimensional, additional analyses can be performed (SPSS FAQs, 2013).
High alpha is good—it means that there is a wide spread of scores, which means respondents are easier to differentiate (Allen, n.d.). If a test has low variance, scores are close together—unless the students truly close in ability, the test is not useful (Allen, n.d.).

Table 8 - Item Statistics | | Mean | Std. Deviation | N | Satisfaction with Current Provider | 5.80 | .408 | 25 | Occurrence of Dropped Calls | 1.60 | 1.225 | 25 | Occurrence of Connection Failures | 1.40 | .816 | 25 | Occurrence of Audio Issues | 1.40 | 1.384 | 25 | Occurrence of E-mail Failures | 1.00 | 1.291 | 25 | Occurrence of Lost Calls | .20 | .408 | 25 | Occurrence of Text Failures | 1.20 | 1.000 | 25 | Occurrence of Late Texts | 1.00 | 1.118 | 25 | Occurrence of Web Connect Failures | .40 | .500 | 25 | Occurrence of E-mail Connection Failures | .40 | .500 | 25 | Occurrence of Slow Downloads | 2.80 | 2.533 | 25 | |

Table 9 - Summary Item Statistics | | Mean | Minimum | Maximum | Range | Maximum / Minimum | Variance | N of Items | Inter-Item Correlations | .529 | -.250 | 1.000 | 1.250 | -4.000 | .075 | 11 |

Table 10 - Item-Total Statistics | | Scale Mean if Item Deleted | Scale Variance if Item Deleted | Corrected Item-Total Correlation | Squared Multiple Correlation | Cronbach's Alpha if Item Deleted | Satisfaction with Current Provider | 11.40 | 76.917 | .547 | . | .893 | Occurrence of Dropped Calls | 15.60 | 70.250 | .451 | . | .894 | Occurrence of Connection Failures | 15.80 | 68.917 | .842 | . | .876 | Occurrence of Audio Issues | 15.80 | 58.917 | .949 | . | .860 | Occurrence of E-mail Failures | 16.20 | 63.917 | .747 | . | .875 | Occurrence of Lost Calls | 17.00 | 76.667 | .583 | . | .893 | Occurrence of Text Failures | 16.00 | 68.750 | .678 | . | .881 | Occurrence of Late Texts | 16.20 | 64.750 | .834 | . | .871 | Occurrence of Web Connect Failures | 16.80 | 76.000 | .545 | . | .892 | Occurrence of E-mail Connection Failures | 16.80 | 76.000 | .545 | . | .892 | Occurrence of Slow Downloads | 14.40 | 43.167 | .944 | . | .884 |

Table 11 - Scale Statistics | Mean | Variance | Std. Deviation | N of Items | 17.20 | 81.000 | 9.000 | 11 |

Table 12 - Inter-Item Correlation Matrix | | Satisfaction with Current Provider | Occurrence of Dropped Calls | Occurence of Connection Failures | Occurence of Audio Issues | Occurence of E-mail Failures | Occurence of Lost Calls | Occurence of Text Failures | Occurence of Late Texts | Occurence of Web Connect Failures | Occurence of E-mail Connection Failures | Occurence of Slow Downloads | Satisfaction with Current Provider | 1.000 | .250 | .250 | .516 | .395 | .250 | .612 | .456 | .408 | .408 | .564 | Occurrence of Dropped Calls | .250 | 1.000 | .792 | .467 | .395 | -.250 | -.102 | .152 | .272 | .272 | .645 | Occurrence of Connection Failures | .250 | .792 | 1.000 | .774 | .593 | .375 | .408 | .685 | .612 | .612 | .846 | Occurrence of Audio Issues | .516 | .467 | .774 | 1.000 | .933 | .590 | .692 | .808 | .361 | .361 | .974 | Occurrence of E-mail Failures | .395 | .395 | .593 | .933 | 1.000 | .395 | .484 | .577 | .000 | .000 | .892 | Occurrence of Lost Calls | .250 | -.250 | .375 | .590 | .395 | 1.000 | .919 | .913 | .612 | .612 | .443 | Occurrence of Text Failures | .612 | -.102 | .408 | .692 | .484 | .919 | 1.000 | .932 | .667 | .667 | .592 | Occurrence of Late Texts | .456 | .152 | .685 | .808 | .577 | .913 | .932 | 1.000 | .745 | .745 | .736 | Occurrence of Web Connect Failures | .408 | .272 | .612 | .361 | .000 | .612 | .667 | .745 | 1.000 | 1.000 | .395 | Occurrence of E-mail Connection Failures | .408 | .272 | .612 | .361 | .000 | .612 | .667 | .745 | 1.000 | 1.000 | .395 | Occurence of Slow Downloads | .564 | .645 | .846 | .974 | .892 | .443 | .592 | .736 | .395 | .395 | 1.000 |

Table 13 - Summary Item Statistics | | Mean | Minimum | Maximum | Range | Maximum / Minimum | Variance | N of Items | Inter-Item Correlations | .529 | -.250 | 1.000 | 1.250 | -4.000 | .075 | 11 |

Table 14 - Item-Total Statistics | | Scale Mean if Item Deleted | Scale Variance if Item Deleted | Corrected Item-Total Correlation | Squared Multiple Correlation | Cronbach's Alpha if Item Deleted | Satisfaction with Current Provider | 11.40 | 76.917 | .547 | . | .893 | Occurrence of Dropped Calls | 15.60 | 70.250 | .451 | . | .894 | Occurrence of Connection Failures | 15.80 | 68.917 | .842 | . | .876 | Occurrence of Audio Issues | 15.80 | 58.917 | .949 | . | .860 | Occurrence of E-mail Failures | 16.20 | 63.917 | .747 | . | .875 | Occurrence of Lost Calls | 17.00 | 76.667 | .583 | . | .893 | Occurrence of Text Failures | 16.00 | 68.750 | .678 | . | .881 | Occurrence of Late Texts | 16.20 | 64.750 | .834 | . | .871 | Occurrence of Web Connect Failures | 16.80 | 76.000 | .545 | . | .892 | Occurrence of E-mail Connection Failures | 16.80 | 76.000 | .545 | . | .892 | Occurrence of Slow Downloads | 14.40 | 43.167 | .944 | . | .884 |

Scale Statistics | Mean | Variance | Std. Deviation | N of Items | 17.20 | 81.000 | 9.000 | 11 |

Appendix A
Initial Draft
Introduction
Thank you for taking the time to complete this survey. Your feedback is important is important to better serve you. Please help us by sharing your insights into your current cell phone provider and perceptions of the competitor’s services. This survey should only take about 10 minutes of your time, and your answers will be completely anonymous.
Section 1
Yes
No
(If yes, please continue. If no, please skip to the next section) 2. Who is your current provider? AT&T Sprint Verizon T-Mobile 3. How would you rate your satisfaction with your current provider? Not at all satisfied Somewhat satisfied Satisfied Very satisfied Delighted

4. The following areas have been identified as problem areas in cellular service. Based on your perception, how often have each of these issues occurred in the last six months? | Frequently | Occasionally | Rarely | Almost Never | Dropped calls | | | | | Connection failures | | | | | Audio Issues | | | | | Failed/late e-mails | | | | | Lost calls | | | | | Text transmission failures | | | | | Late text notifications | | | | | Web connection errors | | | | | Email connection errors | | | | | Slow downloads | | | | |

5. Do you have a contract with your current provider? Yes No 6. How likely are you to purchase this service again? Definitely would purchase Likely to purchase Unsure Unlikely to purchase Definitely would not purchase 7. Have you used any provider other than your current provider? Yes No (skip logic will take respondent to section 2) 8. Which provider did you use? AT&T Sprint T-Mobile Verizon
Other ___________________________________________________________ 9. Why did you switch providers? Price Connection Issues Customer service issues Roaming issues Other (please indicate)_____________________________________________
Section II
The following questions address your general perceptions concerning cell phone service providers. 1. Secondary research indicates that individuals seek the following attributes. Please indicate the importance of each of these characteristics. | Not at all important | Very Unimportant | Neither Important or Unimportant | Very Important | Customer Service | | | | | Network Coverage | | | | | Price | | | | | Reliability of Service | | | | | Ease for travel | | | | | Service Choices | | | | | Good coverage area | | | | | 2. List any additional attributes that are important to you when selecting cellular service. |

3. Please rate each of the cell phone companies you are familiar with (either use, have used, or have researched) based on these criteria. If you are not familiar with the brand, please indicate not familiar.
AT&T
Not familiar ___
Customer Service
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Network Coverage
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Price
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average Reliability of Service
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Ease for travel
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Service Choices
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average
Good coverage area
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Sprint
Not familiar ___
Customer Service
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Network Coverage
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Price
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average Reliability of Service
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Ease for travel
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Service Choices
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average
Good coverage area
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

T-Mobile
Not familiar _______
Customer Service
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Network Coverage
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Price
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average Reliability of Service
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Ease for travel
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Service Choices
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average
Good coverage area
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Verizon
Not familiar ___
Customer Service
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Network Coverage
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Price
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average Reliability of Service
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Ease for travel
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Service Choices
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average
Good coverage area
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Other______________________________________
Customer Service
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Network Coverage
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Price
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average Reliability of Service
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Ease for travel
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average

Service Choices
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average
Good coverage area
1 2 3 4 5 6 7 8 9 10 Below average Average Above Average
Section III
Finally, please identify these few key demographics. This information will be kept anonymous, but it will allow our firm to compare subgroups for varied responses.
( indicates drop-down) 1. What is your gender?
Male
Female

2. What is your age? Select one 18-21 22-25 26-30 31-40 41-50 51-60 61 or over | 3. What is the highest level of education you have completed? Select one Less than high school High school/GED Some college 2-year Degree (Associate’s degree) 4-year Degree (BA or BS) Master’s Degree Doctoral Degree Professional Degree (MD, JD) | 4. What is your income Select One Less than \$10,000 \$10,000-\$19,999 \$20,000-\$29,999 \$30,000-\$39,999 \$40,000-\$49,999 \$50,000-\$59,999 \$60,000-\$69,999 \$70,000-\$79,999 \$80,000-\$89,999 \$90,000-\$99,999 More than \$100,000 |

Section IV
Our responses will be used to better understand the needs and preferences of cell phone customers. Thank you for your time.

Appendix B
The following is my initial survey draft. Upon receiving and applying feedback the final version will be created using Qualtrics survey software. As it will be conducted online, the survey will primarily consist of closed-ended questions. Some open-ended questions will be used for clarification or to identify options that might not have been considered.
Introduction
Thank you for taking the time to complete this survey. Your feedback is important is important to better serve you. Please help us by sharing your insights into your current cell phone provider and perceptions of the competitor’s services. This survey should only take about 10 minutes of your time, and your answers will be completely anonymous.
Section 1
(If yes, please continue. If no, please skip to the next section) 11. Who is your current provider? AT&T Sprint Verizon T-Mobile 12. How would you rate your satisfaction with your current provider? Not at all satisfied Somewhat satisfied Satisfied Very satisfied Delighted

13. The following areas have been identified as problem areas in cellular service. Based on your perception, how often have each of these issues occurred in the last six months? | Frequently | Occasionally | Rarely | Almost Never | Dropped calls | | | | | Connection failures | | | | | Audio Issues | | | | | Failed/late e-mails | | | | | Lost calls | | | | | Text transmission failures | | | | | Late text notifications | | | | | Web connection errors | | | | | Email connection errors | | | | | Slow downloads | | | | |

14. Do you have a contract with your current provider? Yes No 15. How likely are you to purchase this service again? Definitely would purchase Likely to purchase Unsure Unlikely to purchase Definitely would not purchase 16. Have you used any provider other than your current provider? Yes No (skip logic will take respondent to section 2) 17. Which provider did you use? AT&T Sprint T-Mobile Verizon
Other ___________________________________________________________

9. Why did you switch providers? Price Connection Issues Customer service issues Roaming issues Other (please indicate)_____________________________________________
Section II
The following questions address your general perceptions concerning cell phone service providers. 4. Secondary research indicates that the following attributes are sought by individuals. Please indicate the importance of each of these characteristics. | Not at all important | Very Unimportant | Neither Important or Unimportant | Very Important | Customer Service | | | | | Network Coverage | | | | | Price | | | | | Reliability of Service | | | | | Ease for travel | | | | | Service Choices | | | | | Good coverage area | | | | | 5. List any additional attributes that are important to you when selecting cellular service. |

6. Please rate each of the cell phone companies you are familiar with (either use, have used, or have researched) based on these criteria. If you are not familiar with the brand, please indicate not familiar.
AT&T
Not familiar ___
Customer Service
Below average Average Above Average

Network Coverage
Below average Average Above Average

Price
Below average Average Above Average Reliability of Service
Below average Average Above Average

Ease for travel
Below average Average Above Average

Service Choices
Below average Average Above Average Good coverage area
Below average Average Above Average

Sprint
Not familiar ___
Customer Service
Below average Average Above Average

Network Coverage
Below average Average Above Average

Price
Below average Average Above Average Reliability of Service
Below average Average Above Average

Ease for travel
Below average Average Above Average

Service Choices
Below average Average Above Average
Good coverage area
Below average Average Above Average

T-Mobile
Not familiar _______
Customer Service
Below average Average Above Average

Network Coverage
Below average Average Above Average

Price
Below average Average Above Average Reliability of Service
Below average Average Above Average

Ease for travel
Below average Average Above Average

Service Choices
Below average Average Above Average
Good coverage area
Below average Average Above Average

Verizon
Not familiar ___
Customer Service
Below average Average Above Average

Network Coverage
Below average Average Above Average

Price
Below average Average Above Average Reliability of Service
Below average Average Above Average

Ease for travel
Below average Average Above Average

Service Choices
Below average Average Above Average
Good coverage area
Below average Average Above Average

Other______________________________________
Customer Service
Below average Average Above Average

Network Coverage
Below average Average Above Average

Price
Below average Average Above Average Reliability of Service
Below average Average Above Average

Ease for travel
Below average Average Above Average

Service Choices
Below average Average Above Average
Good coverage area Below average Average Above Average
Section III
Finally, please identify these few key demographics. This information will be kept anonymous, but it will allow our firm to compare subgroups for varied responses.
( indicates drop-down) 5. What is your gender?
Male
Female

6. What is your age? Select one 18-21 22-25 26-30 31-40 41-50 51-60 61 or over | 7. What is the highest level of education you have completed? Select one Less than high school High school/GED Some college 2-year Degree (Associate’s degree) 4-year Degree (BA or BS) Master’s Degree Doctoral Degree Professional Degree (MD, JD) | 8. What is your income Select One Less than \$10,000 \$10,000-\$19,999 \$20,000-\$29,999 \$30,000-\$39,999 \$40,000-\$49,999 \$50,000-\$59,999 \$60,000-\$69,999 \$70,000-\$79,999 \$80,000-\$89,999 \$90,000-\$99,999 More than \$100,000 |

Section IV
Our responses will be used to better understand the needs and preferences of cell phone customers. Thank you for your time.

Appendix C
Allen, K. (n.d.). Explaining Cronbach’s alpha. Retrieved October 29, 2013 from https://engineering.purdue.edu/SCI/pubs/Cronbach%20Alpha.pp
Burns, A. & Bush, R. (2010). Marketing Research (6th ed.). New York, NY. Prentice Hall.
IBM. (n.d.). Retrieved July 25, 2013 from http://publib.boulder.ibm.com/infocenter/spssstat/v20r0m0/index.jsp?topic=%2Fcom.ibm.spss.statistics.help%2Fchart_creation_vartypes.ht
Unesco. (n.d.). Types of variables Retrieved October 25, 2013, from http://www.unesco.org/webworld/idams/advguide/Chapt1_3.htm
Summated scales. (2011). Retrieved October 29, 2013 from http://www.utexas.edu/academic/ctl/assessment/iar/research/plan/method/survey-sum.php

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...inherit in their marketing efforts and to project successes if suggested solutions are utilized. Classic Airlines Marketing Solutions According to its stockholder’s annual report and outside business analysts’ opinions, Classic Airlines (or Classic for purposes of this paper) is poised to assume elite status among air carriers. With its vast assortment of resources and perceived positive PR (public relations) persona, Classic has enjoyed prime positioning because of it. However the economy has altered well-intentioned plans of many companies, including Classic, as the downturn has crippled economic conditions. Classic believes it can identify its weaknesses and craft an effective marketing effort which would position the company to achieve sustained profitability. Classic Airlines believes that recent economic pressures have been the main culprit in its journey from confident trendsetter to unsure business entity, but internal debate amongst executives has led to a questioning of its strategies in market positioning. Although Classic has weathered the storm better than its direct competitors, it still has decided to address its standing by doing a market evaluation which addresses shortcomings and allows a measured approach to repairing them. 1) Classic Airlines has stated...

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Case Study

...front office manager of hotel Empire. He is facing a situation that a family is looking for two rooms for just one night. They are 4 persons. Parents are regular business traveller but now them with their two kids. They are not as business traveller that night. They are paying for one room \$160 but hotels rack rate is \$220. We advise Larry to reject the family booking to considering following points, Market Positioning: - Hotel Empire is a very famous hotel in that market. Hotels market position is very high. As they are mention the picked up six walk-in guests and three of them are walked from the Hotel The Astor. This hotel is competitor of Hotel Empire. Maintain loyalty of clients for future is very important for market positioning. Hotel is really having very much goodwill. As case stated the downtown hotels are evidently filling up tonight that means the market demand is there. To maintain Market positioning we must follows the target market and pricing principle. So Larry Tan must be reject this booking if they are not ready to convinced to maintain the market positioning. Target Market: - As mention in case Hotel Empire is nearby to full occupancy. Only two rooms are remained. Hotel has chances to be perfect fill but hotel have most clients...

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Free Essay

What Is Strategy

...operational effectiveness. But in this way, they move further away from viable competitive positions which can only be achieved by an appropriate strategy. Positioning which was once the way to go about beating competition is now rejected, since its too static. Rivals can easily copy the market position and competitive advantage. However, that is not entirely true as hypercompetition is a self-inflicted wound. It is important to watch out for what your competitors are doing, but improving operational effectiveness alone is not enough, and that cannot be your only strategy. Operational effectiveness and strategy are both important for superior performance which is what a firm aims for. A company can beat rivals if it can stand out, establish a difference it can preserve. Basically a company can either provide greater value to customers or comparable value at low prices, or both. Delivering greater value means higher unit prices, greater efficiency means lower unit costs. Cost arises from performing activities and cost advantage comes from performing activities more efficiently than your competitors. This can be in the choice of the activity or how the activity is performed. So activities are what creates competitive advantage. Operational effectiveness means performing similar activities better than rivals. Strategic positioning means performing different activities or similar activities in a different way. Productivity frontier is the sum of all existing best......

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Case Study

...Assignment #1 1. What symptoms exist to suggest that something has gone wrong? There are a few key observerable symptoms that things had gone wrong when Syd Gilman (Vice President of Marketing) was speaking with Rochelle Beauport. The “red flags” that I found in this case are: * Syd failed to recognize Rochelle’s reaction to the news as he was too focused on the belief/expectation that Rochelle would perceive the marketing research coordinator position as a career advancement; * As a result of Syd’s expectation of how Rochelle would respond to the new position, he misinterpreted her negative reaction as a positive “surprised” reaction; * Rochelle viewed the new position offered as a “backroom” job and believed it was due to her visible minority and her gender; * She believed that she was getting sidelined and removed from the company’s bottom-line activities; * She believed that the position of marketing research was not the route to top management; * Syd assumed that Rochelle’s surprised reaction was because of the great career opportunity he was presenting to her when in reality Rochelle perceived this offer in the completely opposite way; * Exit – Rochelle felt dissatisfaction with her previous employer that ultimately lead her to leaving the company, and is now starting to feel the same dissatisfaction and is considering leaving Hy Dairies Ltd.; * Voice - after some reflection she is now contemplating whether or not to talk to......

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Nestle

...Positioning Strategy: By creating product, service, channel, people and image differentiation Nestle reach the consumer touch point more effectively & efficiently in comparing with their competitors in the highly competitive food processing sector. Product Differentiation: Nestle brings a lot of product for target customers. They provide 25 types of minerals in Nido for children. It also provides Cerelac and Lactogen1 &3 for newly born baby exclusively. Now the doctors prescribe these products for babies to their parents for high nutrition Nescafe is a product which contains 4 types of categories. They offer Nescafe ice for hot weather, classic for all 3 in 1 for those who are busy. They provide Maggi including Maggi instant; Maggi 2 minutes which contain various minerals, vitamins and nutritions.Maggi also provide magi healthy soup and Maggi corn soup but charge the same price. Channel Differentiation: Nestle reach their products to the customers through their expert market salesman and transportation. So that their products are much available to their respective customers. Image differentiation: Nestlé’s logo is totally different from its competitors that are greatly accepted by its customers. For that reason customer easily identify them in the market which is another effective advantage for Nestle. People differentiation: Nestle has a large number of employees that are highly educated and trained. In Bangladesh, 400 employees are working in market Company......

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Disney

...also respond to the questions listed below. • Strategy, mode of entry • Organizational structure • Marketing, sourcing strategies(650s), logistics • International and local staffing policy. ??? DRS defines strategy as “Management’s idea on how to best attract customers, operate efficiently, compete effectively, and create value. Guides building and sustaining the company’s competitive position within its industry” (DRS, p. 809). What factors led to the disappointing performance of Hong Kong Disneyland? Factors leading to Hong Kong Disneyland’s poor performance include: high prices for tickets and food; small park size; inconvenient location too far from primary business and residential areas, product offering, product positioning, cultural gaps, staff issues, bad press, and overcrowding led to the disappointing performance of Hong Kong Disneyland. The case study also adds “lack of unique features, insufficient appeal to adults and missing Chinese elements (Farhoomand, p. 1) as possible reasons for the park’s lackluster performance. Marketing mix = product, price, promotion, brand, and distribution. DRS p. 623 Why did the management team repeatedly offend local people despite its awareness of the importance of observing local culture and customs? Why have the remedial actions taken by management been unsuccessful in revising the Park? What more do you think the Park can do to achieve a successful turnaround? What are some possible arguments for...

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What Is a Brand

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Marketing Positioning

...In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization. Brand positioning process Effective Brand Positioning is contingent upon identifying and communicating a brand's uniqueness, differentiation and verifiable value. It is important to note that "me too" brand positioning contradicts the notion of differentiation and should be avoided at all costs. This type of copycat brand positioning only works if the business offers its solutions at a significant discount over the other competitor(s). Generally, the brand positioning process involves: Identifying the business's direct competition (could include tertiary players that offer your product/service amongst a larger portfolio of solutions) Understanding how each competitor is positioning their business today (e.g. claiming to be the fastest, cheapest, largest, the #1 provider, etc.) Documenting the provider's own positioning as it exists today (may not exist if startup business) Comparing the company's positioning to its competitors' to identify viable areas for differentiation Developing a distinctive, differentiating and value-based brand positioning statement, key messages and customer value propositions. Product positioning process Generally, the product positioning process involves: Defining the market in which the product or brand will compete......

Words: 355 - Pages: 2

Free Essay

Uppsala Mode

...3:People who are of mid-level income , they don’t want to perform surgery since expensive and want a substitute with is of same quality but at a more acceptable cost. | Targeting Evaluate market segments and choose the target segment.Market attractiveness criteria (segment size, segment growth, segment profitability etc.):Business strength criteria (resources, skills and competencies etc.):How would you rank the segments based on the market attractiveness and business strength (you are not going to use any sophisticated tools at this stage, simply rely on your experience and understanding): * Highest potential: segment x * Medium potential: segment x * Lowest potential: segment xYour target segment (one of the three): | Positioning Think about how you are going to position your product/service. Are you going to...

Words: 408 - Pages: 2