【市场营销英文版】12Positioning and Competition课件.pptx

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1、Positioning and CompetitionPositioningTo effectively create and implement the best brand positioning strategies,one must pay close attention to the competition.PositioningPositioning,a definition:The act of designing a product and its image to occupy a distinct place in the mind of the target custom

2、er(s).A good brand positioning clarifies the essence of the brand,what goals that it will help the consumer achieve,and how it helps achieve them in its own unique way.The result of a good positioning is the creation of a“customer focused value proposition”.PositioningPositioning requires product ca

3、tegory membership,brand/product differences,and brand/product similarities to be defined.PositioningDefinitions:Category:a group of products against which a product competes and each product in the group can act as a close substitute for the others.Category Membership:a products inclusion in a categ

4、ory.Who defines categories and determines a products membership?Answer:the customers.PositioningDefinitions:Points-of-difference(PODs):attributes or benefits consumers strongly associate with a brand/product and believe that these attributes and benefits can not be found in competitors.Points-of-par

5、ity(POPs):attributes or benefits consumers believe that a brand/product shares with other brands/products.PositioningAlthough consumers ultimately decide a brand/products category membership,marketers can and should do much to influence consumers in regards to the choice made.Three ways to influence

6、 membership choice:1.Announce category benefits2.Compare to exemplars3.Rely on the product descriptorPositioningMethods to influence category membership(details):Announce the category benefits:in advertising and promotion,explain what the usage benefits are.Comparing to exemplars:compare the brand/p

7、roduct to existing category members which tend to be viewed as the best.Rely on the product descriptors:use the product description(s)to imply or explicitly state category membership.PositioningOne of the problems with positioning is that many benefits are negatively correlated,meaning you get bad w

8、ith your good.For example,low cost and luxury do not seem to go together.PositioningThree approaches to addressing the negative correlation among benefits:1.Launch more than one marketing campaign,with each one focusing on a different benefit.2.Link to an entity that already has the right mix.3.Prov

9、ide the consumers with a different perspective and suggest that they might be overlooking or ignoring certain considerations.PositioningTo be branded,a product must be differentiated.Five dimensions of product differentiation:1.Product2.Services3.Personnel4.Channel5.ImagePositioningProduct,areas whi

10、ch can be differentiated:FormFeaturesConformanceDurabilityReliabilityReparabilityStyleDesignQualityPositioningServices,areas which can be differentiated:Ordering easeDeliveryInstallationCustomer trainingCustomer consultingMaintenance and repairPositioningPersonnel,areas which be differentiated:Compe

11、tenceCourtesyCredibilityReliabilityResponsivenessCommunicationPositioningChannel,areas which can be differentiated:CoverageExpertisePerformancePositioningImage,areas which can be differentiated:Symbols,colors,slogansAtmosphereEventsBrand contractsCompetitionInevitability,your brand/product will be s

12、ubject to competition.Therefore,analysis of the competitive situation is important.If“where to enter a market or not”is the decision that you must make,then using Michael Porters Five Forces model for analysis would be beneficial.CompetitionPorters Five Forces model can help you determine the intrin

13、sic,long-run profit attractiveness of a market or market segment.The Five Forces include:1.Industry competitors2.Potential entrants3.Substitutes4.Buyers5.SuppliersCompetitionUsing the model can expose the following potential threats:Threat of intense segment rivalryThreat of new entrantsThreat of su

14、bstitute productsThreat of buyers growing bargaining powerThreat of suppliers growing bargaining powerCompetitionIdentifying and analyzing competitors:A competitor is a company that can satisfy the same customer needs that you can.Identifying competitors seems like an easy task,but companies and pro

15、ducts are more often hurt by emerging competitors or new technologies.CompetitionOnce competitors have been identified,then perform analysis in these areas:StrategiesObjectivesStrengths and weaknessesCompetitionPotential competitive strategies:Market-leader strategiesMarket-challenger strategiesMark

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