Article review summary_ Positioning strategy Decision Making
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Transcript of Article review summary_ Positioning strategy Decision Making
Summary of “Approaches for Generating and Evaluating Product Positioning Strategy”
Summary of “Approaches for Generating and Evaluating Product Positioning Strategy”
Jennifer ChiangJennifer Chiang
Positioning is the process to design a
company’s distinctive features, attributes
and benefits of a product (brand) that
make it different from its competitors,
attract the consumers, and occupy a
unique spot in the target market.
marketing communications decisions
consumer perceptions & purchase decisions
sales objectives & financial goals
Why Positioning Matters?Why Positioning Matters?
What Factors Should You Take into Consideration ?What Factors Should You Take into Consideration ?
competitive marketplace
specific corporate
goals organizational strengths
what needs are not offered by competitors but desired by the target market.
what benefits or characteristics customers seek
Six Steps to Decide Appropriate Strategies:Six Steps to Decide Appropriate Strategies:
1. identify the competitors
2. determine how the competitors are perceived and evaluated
3. determine the competitors’ positions
4. analyze the customers
5. select the position
6. monitor the position
Normative analytical methods
Analytic Hierarchy Process
(AHP)
Applying Theories:Applying Theories:
Features/
Attributes
Use/Application
Price and Quality
Product
class/Benefits
Competitors
“First Mover Advantage”
“Focus on Target Customers”&&