Intro to Marketing - Workshop 4 Differentiation & Positioning
Differentiation and Positioning
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Transcript of Differentiation and Positioning
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Differentiation and PositioningJulia Heitkamp, Rodney Hunter, Kia Moore, Andrea Parra, and Christopher Simms
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ObjectivesProduct introductionCompare and contrast Coca-Cola and Pepsi Cola Value Proposition and Positioning USP, Points difference, TAG LINE Reflect and Summarize Discussion
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Classic Coca-Cola History The original Coca-Cola was
created by a man named John Pemberton in 1886
He concocted aromatic “caramel colored” tonic and sold it at Jacob’s Pharmacy for five cents a glass
Coca cola started as a medicine
His bookkeeper created the logo that is still used till this day
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What is Classic Coke?
Refreshing, tangy, sweet, fizzy soft drink
Coca-Cola first popular beverage
Originated the contour shaped glass bottle
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Differences COKE The first Cola Dominant brand Sharp Cola Flavor Smoother Becomes water and bitter
overtime
PEPSI Much Sweeter Chemical taste after
because of the sweetness Fluid/Fruity Heavy Carbonation Flavor strengthens over
time
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Differentiation- the steps a company takes to set their product or service apart from the competition, while creating greater value in the eye of the customer
Positioning- setting up products and services so they inhabit a clear, recognizable, and desirable spot compared to alternatives in the customers mind
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America’s classic The New Generation
Coca- Cola vs. Pepsi
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Differences in Terms of Marketing
Classic Americana Wholesome Family-Friendly
New Generation Pop Culture Celebrities Spot Aggressive Campaigning
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Value Proposition
A brand’s Value Proposition is the full mix of benefits on which a brand is differentiated and positioned.
It is the answer to the question “Why should I buy your brand?”
Coca Cola achieves Value Proposition by sticking to it’s roots of tradition.
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Value Proposition Achieved More for More: Upscale products at a high price More for the Same: Attacks a competitors more for more
positioning The Same for Less: Offers many of the same brands at a
deep discount Less for More: Consumers settling for less for a much
lower price. More for Less: What every company strives for but is
difficult to sustain because of cost and profits.
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The following are possible value propositions: More for More Provides the most upscale product or service and charging a higher price to cover the higher costs. More for the Same Is how companies attack other competitor’s more-for-more positioning, instead the offer more for the same as their competition.
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The Same for Less
Is an offer of the same brands at deep discounts. Less for Much Less
Meets consumer’s low performance or quality requirements at a much low More for Less
Is the best proposition but the most difficult to sustain because of the ability to uphold the for less “promise” without losing out to competitors.
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USP (Unique Selling Proposition)
Coca-Cola: “open happiness” Refreshing Quenching your thirst Most popular and selling soft
drink Multiple Brands under
corporation Eco Friendly Renovated their image over
time
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Which Differences to Promote? Important: The difference delivers a highly valued benefit to
target buyers Distinctive: Competitors do not offer the difference, or the
company can offer it in a more distinctive way Superior: The difference is superior to other ways that
customers might obtain the same benefit Communicable: The difference is communicable and visible
to buyers
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Preemptive: Competitors cannot easily copy the difference Affordable: Buyers can afford to pay for the difference Profitable: The company can introduce the difference
profitably
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Points of difference Preemptive: Competitors cannot easily copy the difference Affordable: Buyers can afford to pay for the difference Profitable: The company can introduce the difference
profitably
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Discussion Questions: