...definitions of brand positioning, probably the most common is: identifying and attempting to occupy a market niche for a brand, product or service utilizing traditional marketing placement strategies (i.e. price, promotion, distribution, packaging, and competition). Positioning is also defined as the way by which the marketers attempt to create a distinct impression in the customer's mind. Positioning is a concept in marketing which was first introduced by Jack Trout ( "Industrial Marketing" Magazine- June/1969) and then popularized by Al Ries and Jack Trout in their bestseller book "Positioning - The Battle for Your Mind." (McGraw-Hill 1981) This differs slightly from the context in which the term was first published in 1969 by Jack Trout in the paper "Positioning" is a game people play in today’s me-too market place" in the publication Industrial Marketing, in which the case is made that the typical consumer is overwhelmed with unwanted advertising, and has a natural tendency to discard all information that does not immediately find a comfortable (and empty) slot in the consumers mind. It was then expanded into their ground-breaking first book, "Positioning: The Battle for Your Mind," in which they define Positioning as "an organized system for finding a window in the mind. It is based on the concept that communication can only take place at the right time and under the right circumstances" (p. 19 of 2001 paperback edition). What most will agree on is that Positioning is something...
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...he Role of Product Positioning in Consumer Buying Decision Process Segmenting, Targeting, Positioning (STP) is the process which marketers employ to select target markets. Segmentation is the process of ordering consumers into groups with similar product interests or needs. Targeting involves a company determining which market segments it believes it can satisfy, and then choosing an appropriate targeting strategy for the segments. Positioning is how consumers perceive a brand or product, particularly in relation to other brands and products. The relation between target segments and product positioning is dependent on the age of the company. For a new company, they have the opportunity to decide what perceptions that want the public to have about the company as they are yet to have a position. Therefore they can choose the target market, and then decide on brand positioning. For a company that has existed for some time, they already have a present brand position. Brand positioning often takes time to build, and much time to change. For this reason, established companies are likely to choose target markets that are ideal for its brand positioning. Positioning is a crucial element for any company as this is how the general public views a brand or product. The public perception of the brand or product is likely to be a determining factor as to whether they buy it or not. Brand positioning is delivered to the market through a marketing mix, which consists of: product strategy...
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...Positioning: The Battle For Your Mind by Al Ries and Jack Trout Review An insightful look into the challenge of positioning your product in the prospect's mind. Chapter List Chapter 1. What Positioning Is All About Many people misunderstand the role of communication in business and politics today. In our over communicated society, very little communication actually takes place. Rather, a company must create a “position” in the prospect’s mind. A position that takes into consideration not only a company’s own strengths and weaknesses, but those of its competitors as well. Chapter 2. The Assault on the Mind There are just too many companies, too many products, too much marketing noise. The per-capita consumption of advertising in America is $376 per year. Chapter 3. Getting Into the Mind The easy way to get into a person’s mind is to be first. If you can’t be first, then you must find a way to position yourself against the product, the politician, the person who did get there first. Chapter 4. Those Little Ladders in Your Head To cope with our over communicated society, people have learned to rank products on mental ladders. In the rent-a-car field, for example, most people put Hertz on the top rung, Avis on the second rung, and National on the third. Before you can position anything, you must know where it is on the product ladder in the mind. Chapter 5. You Can’t Get There from Here A competitor has no hope of going head-to-head against the position IBM has established...
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...cream has an established place in British food culture http://store.mintel.com/ice-cream-uk-june-2013 http://www.marketingmagazine.co.uk/article/985657/ben---jerrys-plots-first-tv-drive-uk hings are looking sweet for sales of ice cream and despite economic uncertainty, ice cream sales hit the £1 billion mark in 2011, up from £998 million in 2010. http://www.mintel.com/press-centre/food-and-drink/britains-big-scoop-ice-cream-sales-hit-the-billion-mark-in-2011 2. What is positioning Although there is no agreed definition for position I respect Ries and Trout’s (1981) definition which is “ An organised system for finding a window in the mind . Its is based on the concept that communication ncan only take plkace at the right time and under the right circumstances”. Ries, A. and Trout, J. (1981) Positioning, The battle for your mind, Warner Books - McGraw-Hill Inc., New York, 1981, ISBN 0-446-34794-9 1. evaluate the positioning of your chosen brand in its market and relative to its competitors. USP – Environmentally and socially conscious , values , premium quality icecream, flavours and slogan, product innovative names pricing luxury http://www.slideshare.net/connectshivak/ben-n-jerry-gnims he concentrated targeting strat Attempts to produce the ideal product for a single segment of the market • The concentrated approach is the most focused and involves specialising on serving one specific...
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...their purchasing decisions. • Purchasing Behavior Purchasing behavior is the decision processes and acts of people involved in buying and using the products, which will ultimately be the consumer. The purchasing behavior of the consumers buying the product will be of a trend. Since the quality of the product will feature style and be cost effective the trend of the product will be easy. Everyone wants to have something stylish and sleek that will get a lot of compliments that will not break the pockets. The brand is reliable and has a great reputation so it is no doubt the products will sale. • Positioning According to the book written by Al Ries and Jack Trout “Positioning: The battle for your Mind” positioning is described as a communication tool used to reach target customers in a crowded marketplace. Getting into the mind of the consumer is all about positioning the...
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...monitors and allow Type I Diabetics the option of keeping a written log of their blood test results and take with them to each doctor visit or keeping an electronic log and email the test results to the physician, anytime from anywhere. In today’s society, everyone is in a hurry to do everything. Business professions are always busy and hardly ever slow down. Those professionals with diabetes have to take care of themselves, but they cannot spend the day sitting in the physician’s office. Teenagers in today’s technical evolution society use computers to do everything. From dating to actual course work in school, a majority of a teenager’s communication is done via computer or some type of electronic media. With our product testing can be sent to your physician anytime anywhere. It is our mission to provide excellent customer service and to promote profitable and sustainable business activities that meet the customers’ needs. We are striving to increase our market share and our role in relations to social responsibility in order to gain the competitive edge so that we maintain our vision and strategic focus on adding value to our target market segments, the busy professional and the tech savvy teenager in our...
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...CONTENTS Introduction................................................................................................................03 Crocs in India : To reposition or not? ............................................................................04 The best way to reposition ...........................................................................................06 Conclusion.................................................................................................................07 References..................................................................................................................08 Sushree Panda • Consumer Behaviour Report • Great Lakes Institute of Management 2 INTRODUCTION You know your brand needs a repositioning when a fashion consultant like Tim Gunn makes a statement "...the Croc - it looks like a plastic hoof. How can you take that seriously?" Well, being taken seriously is definitely not what CROCS INC. is looking for as the brand itself stands for innovation, fun and comfort for the people who want shoes that conform to their personalities and lifestyles, as well as to their feet. Crocs introduced an innovative shoe made of a revolutionary material called Croslite. The technology was unique as it allowed the shoe to perform both on land and in water, a characteristic that was new to the footwear industry. The brand was named Crocs after the multi-environment, amphibious nature of Crocodiles. Crocs provided consumers...
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... and your internal environment (weaknesses and strengths), you can use these techniques to think about the strategy of your whole organization, a department or a team. You can also use them to think about a process, a marketing campaign, or even your own skills and experience. Our article on SWOT Analysis helps you perform a thorough SWOT/TOWS Analysis. At a practical level, the only difference between TOWS and SWOT is that TOWS emphasizes the external environment whilst SWOT emphasizes the internal environment. In both cases, this analysis results in a SWOT (or TOWS) Matrix like the one shown below: Strengths | Weaknesses | Opportunities | Threats | In this article, we look at how you can extend your use of SWOT and TOWS to think in detail about the strategic options open to you. While this approach can be used just as well with SWOT as TOWS, it's most often associated with TOWS. Identifying Strategic Options Mind Tools on Strategy: SWOT Analysis TOWS Analysis PEST Analysis Core Competence Analysis Value Chain Analysis Porter's Five Forces Porter's Generic Strategies Bowman's Strategy Clock Scenario Analysis SWOT or TOWS analysis helps you get a better understanding of the strategic choices that you face. (Remember that "strategy" is the art of determining how you'll "win" in business and life.) It helps you ask, and answer, the following questions: How do you: Make the most of your strengths? Circumvent your weaknesses? Capitalize on your opportunities...
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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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...of the brand. Attention will also be directed on the tangible elements of brand management such as a product itself; look, price, the packaging, etc. It will include some components of brand management, laws of brending, strategic brand management and its importance, and also examples of well known companies, in order to show nowadays rising role of brands and made some conclusions. Key Words: brand management, brand, strategic brand management, brand identity, brand equity, brand recognition, brand awareness, brand elements, product, costumers, communication. Introduction Brand management involves a set of activities related to the creation and brand positioning, brand management through all phases of its life cycle and measuring the real value of the brand....
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...world. The book has been translated and published in almost all languages of the world and its principles have been applied to all walks of life. Indeed, Sun Tzu registered a tremendous influence on both Eastern and Western military thinking, business tactics, and beyond. Even in his times, Sun Tzu had recognized the importance of positioning in strategy as affected by both the physical environment and the opinions of all players in that environment. Sun Tzu taught that tactics is more important that actions-planning must concentrate on tactics. He taught that the strategy is not to a plan course of action, but rather to establish quick and appropriate responses to changing conditions. Planning works in a controlled environment, but in a competitive environment, competing plans collide, creating unexpected situations. The following are five of the 13 principles of Sun Tzu in the Art of War: 1. “Know your enemy and know yourself and in 100 battles you will never be in peril.” Nobody wins his war without knowing himself and his enemies. Unless you know your capacities and the resources available to you, you cannot set your goals and achieve it. In the business world, a manager must assess his resources and the capacities of the company to set goals and achieve it....
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...and help to control the blood pressure, sugar regulation, market immune system stronger, keeps body young, keep heart healthy and prevent strokes, etc. (Gourmet Olive oil is healthier than other vegetable oils, 2009). It should be considered that how the product is being placed in the market. If the company opens some discount stores it should keep the prices low. It also depends on the target customers. If the company targets high-class customers the pricing will naturally be high. If it targets all the customers then reasonable pricing should be kept which will be in favor of all the people (Kotler, 2002). For both the domestic and international market it is necessary for the Kudler Fine and Foods to develop a brand positioning and value for...
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...Compare and Contrast November 12, 2011 McDonald’s vs. Subway – The supersized fast food fight Who would have ever thought that our lives would become so complex and time starved that we would have to choose between two all-beef patties or five dollar foot long. McDonald’s and Subway are some of the first things that come to mind whenever you’re in a rush for work, school or for any other urgent matter and hungry at the same time. They both have a diverse variety of ready-to-go foods that you can bring along in the car, bus or as you make your way through the crowded sidewalks of any urban jungle. The difference between McDonald’s and Subway is not as obvious as people might think. They are totally different in terms of food offering so people with different palettes have to decide whether to frequent the golden arches for their famous hamburgers or visit the establishment that Gerard made famous for its submarine sandwiches. One similarity is their exponential growth in recent years, both in the United States and abroad. While both of them are scrumptious enough to get confused about, what is even more confusing is who will win the battle to become the leader of the quick service restaurant category? Quick service restaurants (QSR’s) are establishments where patrons generally order at a cash register or select items from a food bar and pay before they eat. They typically have limited service, drive-thru windows and can be further defined by being able to serve their...
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...Levels of Product Differentiation in the Global Mobile Phones Market The sixth product level called compliant product is a connecting element between the physical product characteristics and the strategy of the producer company Stanimir Andonov* The article discusses the differentiation among the product offers of companies working in the global markets, as well as the strategies which they use and could use in that respect. The main idea of the paper is that the principle “differentiate or die” (Jack Trout) has died. Today the global brands don’t strive to differ from their competitors in everything and at any cost. As an example, let’s have a global look at the business of mobile phones. In June 1998 Ericsson, Nokia, Motorola and Psion established their own International Strategic Alliance, a private independent company called “Symbian”. Symbian Ltd. is an independent, for-profit company whose mission is to establish Symbian OS as the world standard for mobile digital data systems, primarily for use in cellular telecoms. So, the three biggest mobile phone companies at that time and Psion, a mobile PC company, created a new way for competing and differentiating. Today Symbian Ltd. is owned by Ericsson, Nokia, Panasonic, Samsung, Siemens and Sony Ericsson. Figure 1 shows the percentage of shares of each shareholding company: Figure 1 Shareholding companies of Symbian and their percentage of shares Source: Symbian Ltd. – Company Ownership, http://www.symbian.com/about/ownership...
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...CHAPTER 1- INTRODUCTION- The fascination of Indians for fair skin is well known. As several social commentators have pointed out, if there is any doubt about this, then people could just take a look at the matrimonial column of any newspaper. The preference for fair (or gori in the vernacular) brides screams at you from such columns. Social commentators go on to say that this preference is perhaps a hangover from the British colonial days, when the ruling colonizers, who were fair-skinned, had a higher status than the darker-skinned locals. Several social gatherings, clubs etc. were earmarked as being 'for whites only'. Perhaps the long years of colonial occupation have ingrained this fascination for white skin in the psyche of Indians. Or perhaps it is the fact that the traditionally higher castes in the country were of a somewhat fairer complexion than the lower castes. India Today, a popular magazine which did a story on fairness creams, mentioned that even the gods supposedly lamented their dark complexion as in a myth in which the popular dark-skinned god Krishna sang plaintively, 'Radha kyoon gori, main kyoon kala?' (Why is Radha so fair while I am dark?). The feature also mentioned that the ancient Ayurvedic sage Charaka wrote thousands of years ago about herbs that could help make the skin fair. This is what Sudarshan Singh, a brand manager with Nivea, has to say: 'Whitening emerges as the prime need. Since Indian men spend a lot of time outdoors, they desire to reverse...
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