Product Positioning Step 2: Understanding the Components of Positioning.
Consumer Behavior Product positioning Product Positioning.
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Transcript of Consumer Behavior Product positioning Product Positioning.
Consumer BehaviorConsumer BehaviorProduct positioning
Product PositioningProduct Positioning
Consumer BehaviorConsumer BehaviorProduct positioning
Outline
• Product positioning (Rossiter and Percy)– X-YZ model of positioning location– I-D-U model of benefit emphasis– Positioning statement
Consumer BehaviorConsumer BehaviorProduct positioning
What is positioning?
BrandBrand
CategoryCategoryNeed (X)Need (X)
User (Y)User (Y)
Benefit(s) (Z)Benefit(s) (Z)
Consumer BehaviorConsumer BehaviorProduct positioning
X-YZ model of positioning location
• X-decision:
– central positioning
– differentiated positioning
• YZ-decision:
– user as hero positioning
– product as hero positioning
Consumer BehaviorConsumer BehaviorProduct positioning
I-D-U model of benefit emphasis
• purchase motives:• informational (functional) vs. transformational
(psycho-social) motives• general rule
• selection of benefits to emphasize:• importance• delivery• uniqueness
Consumer BehaviorConsumer BehaviorProduct positioning
Types of purchase motives
Functional motivesFunctional motives Psycho-social motivesPsycho-social motives
Problem solving (problem Problem solving (problem removal or avoidance)removal or avoidance)
Quality and performanceQuality and performancePrice and valuePrice and valueFamiliarityFamiliarityConvenienceConvenienceNormal depletionNormal depletion
Social approvalSocial approvalSelf-expressionSelf-expressionVariety and changeVariety and changeEmotional stimulationEmotional stimulationIntellectual stimulationIntellectual stimulationSensory gratificationSensory gratification
Consumer BehaviorConsumer BehaviorProduct positioning
Positioning statement• To [the target audience, Y]
• ________ is the (central or differentiated) brand of [category need, X]
• that offers [brand benefit(s), Z]. The advertising for this brand
– should emphasize [benefit(s), U, uniquely delivered],
– must mention [benefit(s), I, important “entry tickets”],
– and will omit or trade off [benefit(s), D-, inferior-delivery benefits].
Consumer BehaviorConsumer BehaviorProduct positioning
In-class exercise:Writing a positioning statement
Study the two ads for Advil and Motrin and write a positioning statement for each brand, using the positioning template presented in this file. You may want to study the ads for different brands of pain relievers contained in the file pain.ppt to get an impression of the positioning strategies used in this product category.