8/2/2019 BA343 Wk5 Positioning
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PositioningHi Quality
DominosSlow Fast
Low Quality
Pizza Hut
Papa John
Caesars
SelectTarget
&Position
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8/2/2019 BA343 Wk5 Positioning
3/93
Where were at:The 3rdLevel of
Strategy
Business unit Level
Corporate Level
Research &development
Informationsystems
Finance Marketing
Manufacturing
Humanresources
Functional Strategy
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Consumers
Company
Competitors
Conditions
What Weve done
SWOTAnalysis
SituationAnalysis
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What We Know
Mission, resources, Strengths &Weaknesses, growth & competitivestrategies
How the market is segmented & relevantfactors that influence consumerspurchasing decisions
The nature & magnitude of competitionfor the consumers time & $
Existing & emerging Macro-E Trends thatcan impact on strategic decisions
Consumers
Company
Competitors
Conditions
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TargetTargetMarketMarket
Product Place
PromotionPrice
TargetTargetMarketMarket
Product Place
PromotionPrice
TargetTargetMarketMarket
Product Place
PromotionPrice
Situation AnalysisStrategic
Planning
Company
Consumers
Competitors
ConditionsPEST
The Marketing Mix:
Marketing Strategy
WM
TGT
E
D
CN
G
F
Service
Growth &
CompetitiveStrategies
Ps
PositioningStrategy
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What We do Now
TargetingThe process of evaluating
segments & selecting those thatare most attractive to pursue
PositioningDetermining how a brand should
be perceived & fit into lives of
target consumers
Select
Target&
Position
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Key to Successful Marketing Strategy
Convincing the
right person(s)
that you offerthe best product,
available at best
place, at the best
price
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CustomerNeeds
Price
Marketing Strategy Success Contingent on Formulatingright Marketing Mixaround the most profitable target&
competitive position
DistributionPromotion
Product
Target&
Position
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Marketing Strategy Successcontingent on formulating your
Marketing Mix so that it
Specifies- the way you want
consumers tothink & feelabout your product/service
Defines
-
how you will bedifferentiated & thuscompete in marketplace
Target&
Position
Product
Place Promo
Price
Positioning is the
Centerpiece (literally &
figuratively) of Marketing
Strategy
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Positioning is not
what you do toproduct
Positioning iswhat you do tothe ConsumersMind
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Positioning is-the place the product occupies inconsumers mind--
Relative to other competing products
Hi Quality
Dominos
Slow Fast
Low Quality
Pizza Hut
Papa John
Caesars
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The Consumer Mind -Set
Consumers
organize the
product field
according to
communicated
conventions
Mercedes=Best
Armani=Best
Pentium=Best
Bud=MostPop.
Wal-Mart=LowPrice, High
Variety
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http://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG8/2/2019 BA343 Wk5 Positioning
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The Product Ladder
Every product field
has a pecking order
The top brands
& the also available
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To find YourProducts Position
You Need to get
into consumers
head &
Map the product
field from the
consumers point
of view
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Mapping Product Positions
WM
TGT
E
D
C
N
G
F
Prices
Service
Gives you a visual
representation ofwhere consumers
place competing
brands along keydimensions
http://images.google.com/imgres?imgurl=www.cs.sunysb.edu/~tfwelsh/Points/head-xray-orig.jpg&imgrefurl=http://www.cs.sunysb.edu/~tfwelsh/Points/&h=250&w=250&sz=22&tbnid=-UkSdijlXK4J:&tbnh=106&tbnw=106&start=1&prev=/images%3Fq%3Dhead%2Bxray%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.cs.sunysb.edu/~tfwelsh/Points/head-xray-orig.jpg&imgrefurl=http://www.cs.sunysb.edu/~tfwelsh/Points/&h=250&w=250&sz=22&tbnid=-UkSdijlXK4J:&tbnh=106&tbnw=106&start=1&prev=/images%3Fq%3Dhead%2Bxray%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.cs.sunysb.edu/~tfwelsh/Points/head-xray-orig.jpg&imgrefurl=http://www.cs.sunysb.edu/~tfwelsh/Points/&h=250&w=250&sz=22&tbnid=-UkSdijlXK4J:&tbnh=106&tbnw=106&start=1&prev=/images%3Fq%3Dhead%2Bxray%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.cs.sunysb.edu/~tfwelsh/Points/head-xray-orig.jpg&imgrefurl=http://www.cs.sunysb.edu/~tfwelsh/Points/&h=250&w=250&sz=22&tbnid=-UkSdijlXK4J:&tbnh=106&tbnw=106&start=1&prev=/images%3Fq%3Dhead%2Bxray%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.cs.sunysb.edu/~tfwelsh/Points/head-xray-orig.jpg&imgrefurl=http://www.cs.sunysb.edu/~tfwelsh/Points/&h=250&w=250&sz=22&tbnid=-UkSdijlXK4J:&tbnh=106&tbnw=106&start=1&prev=/images%3Fq%3Dhead%2Bxray%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.cs.sunysb.edu/~tfwelsh/Points/head-xray-orig.jpg&imgrefurl=http://www.cs.sunysb.edu/~tfwelsh/Points/&h=250&w=250&sz=22&tbnid=-UkSdijlXK4J:&tbnh=106&tbnw=106&start=1&prev=/images%3Fq%3Dhead%2Bxray%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.cs.sunysb.edu/~tfwelsh/Points/head-xray-orig.jpg&imgrefurl=http://www.cs.sunysb.edu/~tfwelsh/Points/&h=250&w=250&sz=22&tbnid=-UkSdijlXK4J:&tbnh=106&tbnw=106&start=1&prev=/images%3Fq%3Dhead%2Bxray%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.cs.sunysb.edu/~tfwelsh/Points/head-xray-orig.jpg&imgrefurl=http://www.cs.sunysb.edu/~tfwelsh/Points/&h=250&w=250&sz=22&tbnid=-UkSdijlXK4J:&tbnh=106&tbnw=106&start=1&prev=/images%3Fq%3Dhead%2Bxray%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.cs.sunysb.edu/~tfwelsh/Points/head-xray-orig.jpg&imgrefurl=http://www.cs.sunysb.edu/~tfwelsh/Points/&h=250&w=250&sz=22&tbnid=-UkSdijlXK4J:&tbnh=106&tbnw=106&start=1&prev=/images%3Fq%3Dhead%2Bxray%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.cs.sunysb.edu/~tfwelsh/Points/head-xray-orig.jpg&imgrefurl=http://www.cs.sunysb.edu/~tfwelsh/Points/&h=250&w=250&sz=22&tbnid=-UkSdijlXK4J:&tbnh=106&tbnw=106&start=1&prev=/images%3Fq%3Dhead%2Bxray%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.cs.sunysb.edu/~tfwelsh/Points/head-xray-orig.jpg&imgrefurl=http://www.cs.sunysb.edu/~tfwelsh/Points/&h=250&w=250&sz=22&tbnid=-UkSdijlXK4J:&tbnh=106&tbnw=106&start=1&prev=/images%3Fq%3Dhead%2Bxray%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG8/2/2019 BA343 Wk5 Positioning
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Steps in CreatingProduct Position Maps
1) Identify relevant set of competitivebrands
2) Identify key attributes consumersuse to evaluate brands
3) Determine consumers perceptionsof each brand -on each attribute
4) Plot products position acrossattributes
5) Plot customer ideal points (marketsegments)
Evoked Set
Consideration Set
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Paired
Comparisons1---------100 Hi Calorie
Low Calorie
Light
Heavy
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Paired
Comparisons1---------100Full Body
Low CaloriePopularPriced
Premium
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Semantic Differentials SA----------SD
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*Old Milwaukee.
*Meister Brau
*Becks
*Strohs
*Miller
*Heineken
*Old Milw. Light
*Coors
*Michelob
*Coors Light
*Budweiser
*Miller Lite
Multi-Dimensional Scaling
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ChevroletNissan
ToyotaSaturn
VW
Position Map Automotive market
Traditional Sporty
Luxury
Functional
Cadillac
Mercedes
Lincoln
Oldsmobile
Chrysler Buick
Ford
Plymouth
Dodge
Mercury
Pontiac
BMW Porsche
Lexus
Figure 5-6
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With RelativeSize ofConsumerSegments
Nondeodorant Deodorant
High
moisturizing
Low
moisturizing
1
2
4
5
7
8
6
3
Zest
Lever 2000
Dial
Lifebuoy
Lava
Lux
Dove
Tone
Position Map - Bar Soap
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W/ Position Map In Hand
Every Marketing
strategist has 4
options:
1. Innovate
2. Relocate
3. Procreate
4. Denigrate
http://images.google.com/imgres?imgurl=www.swlearning.com/web_resources/images/compglrg.jpg&imgrefurl=http://www.swlearning.com/web_resources/global_comp.htm&h=293&w=207&sz=21&tbnid=oHo54VzRpYYJ:&tbnh=110&tbnw=78&start=7&prev=/images%3Fq%3Dpositioning%2Bproduct%2B%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG8/2/2019 BA343 Wk5 Positioning
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Positioning StrategyOption #1: Innovate
Develop &
Introduce aNew productin a New
Position
http://images.google.com/imgres?imgurl=www.umuc.edu/fyionline/august_02/images/field.jpg&imgrefurl=http://www.umuc.edu/fyionline/august_02/fyionline9.html&h=186&w=144&prev=/images%3Fq%3Dgame%2Bplan%26svnum%3D10%26hl%3Den%26lr%3D%26ie%3DUTF-8%26oe%3DUTF-88/2/2019 BA343 Wk5 Positioning
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Find anew or
unoccupiedposition
that is important toconsumers
Cherchez Le Creneau!
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Nondeodorant Deodorant
High
moisturizing
Low
moisturizing
1
2
4
5
7
8
6
3
Zest
Lever 2000
Dial
Lifebuoy
Lava
Lux
Dove
Tone
Find Un-Occupied Soap Space
Safeguard
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Cheap
1
2
4
5
7
6
3
Miller
BUD
Find Un- Occupied Beer Space
Corona
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1st Light Beer
1st Cheap Pen
1stWomens Cigarette
http://images.google.com/imgres?imgurl=www.houstonhotsauce.com/Hot%2520Sauce/Sponsor/miller_lite_logoWhitr.gif&imgrefurl=http://www.houstonhotsauce.com/Hot%2520Sauce/Sponsor.htm&h=187&w=236&sz=8&tbnid=MOmjrWUh12IJ:&tbnh=82&tbnw=103&start=6&prev=/images%3Fq%3Dlite%2Bbeer%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8http://www.ctocigs.com/cshop/images/virginia_filt.jpghttp://www.fairbanksmorsepump.com/images/bic%20tri%20stic%20pens.jpg8/2/2019 BA343 Wk5 Positioning
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Who was 1st person to
walk on moon? The 2nd?
Who was your 1
st
Big-Nooky?
Your 2nd?
http://images.google.com/imgres?imgurl=www.public.iastate.edu/~bander01/kissing.jpg&imgrefurl=http://www.public.iastate.edu/~bander01/pictures.html&h=767&w=1149&sz=895&tbnid=1yU1QoeOVw8J:&tbnh=100&tbnw=149&start=12&prev=/images%3Fq%3Dkissing%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=hrdi.engin.umich.edu/images/History%2520of%2520the%2520Space%2520Program%2520slides/images/Moon%2520Walk%2520(slide%252025)_jpg.jpg&imgrefurl=http://hrdi.engin.umich.edu/images/History%2520of%2520the%2520Space%2520Program%2520slides/pages/Moon%2520Walk%2520(slide%252025)_jpg.htm&h=816&w=550&sz=75&tbnid=c3179t8hNOMJ:&tbnh=140&tbnw=95&start=10&prev=/images%3Fq%3Dmoon%2Bwalk%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG8/2/2019 BA343 Wk5 Positioning
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Staking out a Position w/ aProposition
The first person to claima benefit is the one whobecomes associatedwith it in the minds ofconsumers.
Have it Your WayThick & Juicy/
Where's the Beef
You Deserve a BreakToday
http://images.google.com/imgres?imgurl=http://www.aplinet.com/toledoguia/cl/mcdonalds/logo.gif&imgrefurl=http://tamilmarketing.blogspot.com/2005_01_01_tamilmarketing_archive.html&h=202&w=300&sz=3&tbnid=rQxA6uEDizwJ:&tbnh=74&tbnw=111&hl=en&start=1&prev=/images%3Fq%3DMcDonalds%2Blogo%26svnum%3D10%26hl%3Den%26lr%3D%26sa%3DGhttp://images.google.com/imgres?imgurl=www.qklink.com/wendys/ad.gif&imgrefurl=http://www.qklink.com/mainmenu/restaur/fastfood/wendys/&h=260&w=390&sz=27&tbnid=NYIG5_Js-2IJ:&tbnh=80&tbnw=120&prev=/images%3Fq%3Dwendy%2527s%2B%26svnum%3D10%26hl%3Den%26lr%3D%26ie%3DUTF-8%26oe%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=spartanshops.sjsu.edu/dining/images/dominant_photo/bk_logo.gif&imgrefurl=http://spartanshops.sjsu.edu/dining/index.php%3Fp%3Drest_bk&h=156&w=151&sz=8&tbnid=alxq9PBjGLIJ:&tbnh=90&tbnw=88&prev=/images%3Fq%3DBurger%2BKing%2Blogo%26svnum%3D10%26hl%3Den%26lr%3D%26ie%3DUTF-8%26oe%3DUTF-88/2/2019 BA343 Wk5 Positioning
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--Finding an Open & LucrativePosition is Difficult--
Product Spacealready very
competitive
Mind-Space is
very limited &alreadyoccupied
http://images.google.com/imgres?imgurl=www.neon-das.com/flashi16.jpg&imgrefurl=http://www.neon-das.com/flashing_led_signs_15.html&h=129&w=532&sz=14&tbnid=5HxZ1NqzvbUJ:&tbnh=31&tbnw=127&start=24&prev=/images%3Fq%3Dno%2Bvacancy%2Bsign%26start%3D20%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DNhttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG8/2/2019 BA343 Wk5 Positioning
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PRODUCT POSITIONING
Evoked &ConsiderationSets-occupied
The mind will holdonly a fewalternatives in
memory &disregards allothers
http://images.google.com/imgres?imgurl=atlascopy.com/CopierToner/images/konicacollage.jpg&imgrefurl=http://atlascopy.com/CopierToner/konica.htm&h=203&w=230&sz=14&tbnid=Sjj85llnIcMJ:&tbnh=90&tbnw=101&start=3&prev=/images%3Fq%3DKonica%2Bcopier%26hl%3Den%26lr%3D%26ie%3DUTF-8http://images.google.com/imgres?imgurl=www.colourfast.co.uk/dps%2520news/DPS%2520Portal/Canon_Logo72.jpg&imgrefurl=http://www.colourfast.co.uk/dps%2520news/dpsportal.asp&h=143&w=282&sz=39&tbnid=Guc36mP22_4J:&tbnh=55&tbnw=108&start=9&prev=/images%3Fq%3Dcanon%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8http://images.google.com/imgres?imgurl=www.copiertonerwarehouse.com/images/brands.gif&imgrefurl=http://www.copiertonerwarehouse.com/&h=274&w=506&sz=25&tbnid=Hp5RAP190rYJ:&tbnh=69&tbnw=127&start=10&prev=/images%3Fq%3Dbrands%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DNhttp://images.google.com/imgres?imgurl=www.houseofcatsintl.com/images/ladder.jpg&imgrefurl=http://www.houseofcatsintl.com/catwalks2.html&h=205&w=178&sz=24&tbnid=1avIvrORKyoJ:&tbnh=99&tbnw=86&start=11&prev=/images%3Fq%3Dstep%2Bladder%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG8/2/2019 BA343 Wk5 Positioning
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Whats in Your Evoked Set?
Rental Cars?
Tissue?
Soft Drinks?
Fast Food?
Potato Chips?ComputerChips?
Positioning Strategy
http://images.google.com/imgres?imgurl=www.disgruntledhousewife.com/products/images/kleenex.gif&imgrefurl=http://www.disgruntledhousewife.com/products/kleenex.html&h=300&w=190&sz=31&tbnid=Z_2V_Ja-jswJ:&tbnh=110&tbnw=70&start=4&prev=/images%3Fq%3DKleenex%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.super-superstore.com/images/car-budget-car-logo.jpg&imgrefurl=http://www.super-superstore.com/Car.asp&h=153&w=286&sz=7&tbnid=k3tS1GKgybQJ:&tbnh=57&tbnw=108&start=3&prev=/images%3Fq%3DNational%2Bcar%2Brental%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.theweddingsite.com/avis/logo.gif&imgrefurl=http://www.theweddingsite.com/avis/&h=251&w=400&sz=8&tbnid=mORmYbXaTLgJ:&tbnh=75&tbnw=119&start=12&prev=/images%3Fq%3Davis%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.rolexmiddlesearace.com/imgs/hertz.jpg&imgrefurl=http://www.rolexmiddlesearace.com/carhire.html&h=200&w=200&sz=22&tbnid=NqlwMCvtpwgJ:&tbnh=99&tbnw=99&start=4&prev=/images%3Fq%3DHertz%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DNhttp://images.google.com/imgres?imgurl=www.24hours.gr/Assets/NationalLogo.jpg&imgrefurl=http://www.24hours.gr/en/car/&h=36&w=100&sz=2&tbnid=3fQNwIQsA9YJ:&tbnh=27&tbnw=75&start=12&prev=/images%3Fq%3DNational%2Bcar%2Brental%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=osumu.org/shops/pics/bk1.jpg&imgrefurl=http://osumu.org/shops/&h=142&w=150&sz=17&tbnid=ippMYqU3ANEJ:&tbnh=85&tbnw=89&start=4&prev=/images%3Fq%3Dburger%2Bking%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.omahacoupons.com/CompanyLogos/kfc.jpg&imgrefurl=http://www.omahacoupons.com/vendor_page.asp%3FVendID%3D66&h=150&w=116&sz=9&tbnid=iFqYWJIrcdUJ:&tbnh=89&tbnw=69&start=40&prev=/images%3Fq%3DFast%2Bfood%2Blogos%26start%3D20%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DNhttp://images.google.com/imgres?imgurl=www.xdial.de/img/logos/mcdonalds.png&imgrefurl=http://www.xdial.de/news/Meldung.asp%3FId%3D4726&h=68&w=68&sz=5&tbnid=Gs5rVJdcMNMJ:&tbnh=65&tbnw=65&start=11&prev=/images%3Fq%3DFast%2Bfood%2Blogos%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.msstate.edu/dept/union/images/wendys.gif&imgrefurl=http://www.msstate.edu/dept/union/fcourt.htm&h=180&w=180&sz=11&tbnid=cdMcjYuZpswJ:&tbnh=96&tbnw=96&start=6&prev=/images%3Fq%3Dwendys%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.funset.com/images/pepsi.gif&imgrefurl=http://www.funset.com/funsetgrill.html&h=164&w=214&sz=6&tbnid=Woe3m9bCDsIJ:&tbnh=77&tbnw=100&start=3&prev=/images%3Fq%3DPepsi%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.volantminiatureshop.com/images/foods/potato_chips.gif&imgrefurl=http://www.volantminiatureshop.com/food_1.htm&h=458&w=320&sz=96&tbnid=87xBP6HpTiYJ:&tbnh=124&tbnw=87&start=10&prev=/images%3Fq%3Dpotato%2Bchips%2B%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG8/2/2019 BA343 Wk5 Positioning
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Positioning Strategy
Option #2: Relocate
Redesign &
Re-introducean Existingproduct
in a NewPosition
R P iti N t Id l f t/
http://images.google.com/imgres?imgurl=www.umuc.edu/fyionline/august_02/images/field.jpg&imgrefurl=http://www.umuc.edu/fyionline/august_02/fyionline9.html&h=186&w=144&prev=/images%3Fq%3Dgame%2Bplan%26svnum%3D10%26hl%3Den%26lr%3D%26ie%3DUTF-8%26oe%3DUTF-88/2/2019 BA343 Wk5 Positioning
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Expensive
Inexpensive
For
Headac
hes
For
Bod
yAches
Excedrin
Bufferin
Anacin Tylenol
Nuprin
Advil
Bayer
St. Josephs
Motrin
Medipren
Ideal
Ideal
Re-Position Nearer to Ideal of most/moreprofitable target group
Reformulate, Repackage &/or more
directly Promote: Tylenol for effective
Headache Relief
Tylenol
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Larger
Seg
I
J t iti
http://www.youtube.com/watch?v=JinBKqSCSachttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.funset.com/images/pepsi.gif&imgrefurl=http://www.funset.com/funsetgrill.html&h=164&w=214&sz=6&tbnid=Woe3m9bCDsIJ:&tbnh=77&tbnw=100&start=3&prev=/images%3Fq%3DPepsi%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.oldstylebeer.com/checkerimages/checkertp2.jpg&imgrefurl=http://www.oldstylebeer.com/validator.asp&h=195&w=276&sz=20&tbnid=jwfrUkCp9fQJ:&tbnh=77&tbnw=108&start=8&prev=/images%3Fq%3DOld%2BStyle%2Bbeer%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG8/2/2019 BA343 Wk5 Positioning
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TASTES As Good
As Budweiser
But Costs
a Whole Lot
Less!
Juxtaposition Old StyleMarket Rollout
Positioning requires
http://images.google.com/imgres?imgurl=www.oldstylebeer.com/checkerimages/checkertp2.jpg&imgrefurl=http://www.oldstylebeer.com/validator.asp&h=195&w=276&sz=20&tbnid=jwfrUkCp9fQJ:&tbnh=77&tbnw=108&start=8&prev=/images%3Fq%3DOld%2BStyle%2Bbeer%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://www.youtube.com/watch?v=WdhUE_aViKchttp://www.youtube.com/watch?v=WdhUE_aViKchttp://images.google.com/imgres?imgurl=www.bud.co.kr/images/budweiser/logo_logo_01.gif&imgrefurl=http://www.bud.co.kr/budweiser/logo3.asp&h=164&w=280&sz=10&tbnid=3uNzjQsbbrUJ:&tbnh=63&tbnw=107&start=6&prev=/images%3Fq%3Dbudweiser%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.rareads.com/scans/3324.jpg&imgrefurl=http://www.rareads.com/rareads/webdistillery.html&h=894&w=609&sz=20&tbnid=iTMw6bWpKT8J:&tbnh=143&tbnw=98&start=4&prev=/images%3Fq%3Dbudweiser%2Bbeer%2Bad%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.oldstylebeer.com/checkerimages/checkertp2.jpg&imgrefurl=http://www.oldstylebeer.com/validator.asp&h=195&w=276&sz=20&tbnid=jwfrUkCp9fQJ:&tbnh=77&tbnw=108&start=8&prev=/images%3Fq%3DOld%2BStyle%2Bbeer%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.smartsoftwareshopper.com/storeimages/mind-games.jpg&imgrefurl=http://www.smartsoftwareshopper.com/prod/mind-games.htm&h=193&w=184&sz=9&tbnid=gkWTSSb-7sQJ:&tbnh=97&tbnw=93&start=13&prev=/images%3Fq%3Dmind%2Bgames%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG8/2/2019 BA343 Wk5 Positioning
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Positioning requiresConsumerPartipulation
You have to get the consumer toparticipatein their own
manipulation
Manipulate what is already inthe mind of the consumer
Do not challenge existingperceptions
If b 1 t
http://images.google.com/imgres?imgurl=www.smartsoftwareshopper.com/storeimages/mind-games.jpg&imgrefurl=http://www.smartsoftwareshopper.com/prod/mind-games.htm&h=193&w=184&sz=9&tbnid=gkWTSSb-7sQJ:&tbnh=97&tbnw=93&start=13&prev=/images%3Fq%3Dmind%2Bgames%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=jppetit.free.fr/screen/fond/1152_864_mind_games_3.JPG&imgrefurl=http://jppetit.free.fr/screen/sreen.htm&h=864&w=1152&sz=72&tbnid=jlv68rYB-XUJ:&tbnh=112&tbnw=149&start=55&prev=/images%3Fq%3Dmind%2Bgames%26start%3D40%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DN8/2/2019 BA343 Wk5 Positioning
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is # 1
Avis is only #2 in rental carsSo why go with us?
We try harder
If you cant be 1stat least be Real
Th Cl i J i i
http://images.google.com/imgres?imgurl=www.rolexmiddlesearace.com/imgs/hertz.jpg&imgrefurl=http://www.rolexmiddlesearace.com/carhire.html&h=200&w=200&sz=22&tbnid=NqlwMCvtpwgJ:&tbnh=99&tbnw=99&start=4&prev=/images%3Fq%3DHertz%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DN8/2/2019 BA343 Wk5 Positioning
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The Classic Juxtaposition
Avoids contradictingwhats really in
consumers mind
The
Originals
Positioning involves
http://images.google.com/imgres?imgurl=www.eurolloyd.com/avis.jpg&imgrefurl=http://www.eurolloyd.com/car.htm&h=544&w=341&sz=111&tbnid=bGaKyek1WOsJ:&tbnh=129&tbnw=81&start=7&prev=/images%3Fq%3Davis%2Bcar%2Brental%2B%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.eurolloyd.com/avis.jpg&imgrefurl=http://www.eurolloyd.com/car.htm&h=544&w=341&sz=111&tbnid=bGaKyek1WOsJ:&tbnh=129&tbnw=81&start=7&prev=/images%3Fq%3Davis%2Bcar%2Brental%2B%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.eurolloyd.com/avis.jpg&imgrefurl=http://www.eurolloyd.com/car.htm&h=544&w=341&sz=111&tbnid=bGaKyek1WOsJ:&tbnh=129&tbnw=81&start=7&prev=/images%3Fq%3Davis%2Bcar%2Brental%2B%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.eurolloyd.com/avis.jpg&imgrefurl=http://www.eurolloyd.com/car.htm&h=544&w=341&sz=111&tbnid=bGaKyek1WOsJ:&tbnh=129&tbnw=81&start=7&prev=/images%3Fq%3Davis%2Bcar%2Brental%2B%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://www.youtube.com/watch?v=03HM2Ho1kUc&feature=relatedhttp://images.google.com/imgres?imgurl=www.eurolloyd.com/avis.jpg&imgrefurl=http://www.eurolloyd.com/car.htm&h=544&w=341&sz=111&tbnid=bGaKyek1WOsJ:&tbnh=129&tbnw=81&start=7&prev=/images%3Fq%3Davis%2Bcar%2Brental%2B%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG8/2/2019 BA343 Wk5 Positioning
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Positioning involvesComparatives not Superlatives
Lite Beer from Miller. Everything you always wanted in a beer.
And less.
Coca ColaThe Real Thing Infer all others are imitators
Not the BEST Thing
Positioning Strategy
http://www.youtube.com/watch?v=IWwg_5-ou0Ahttp://www.youtube.com/watch?v=omB-HVs6sRwhttp://www.youtube.com/watch?v=IWwg_5-ou0Ahttp://www.youtube.com/watch?v=omB-HVs6sRw8/2/2019 BA343 Wk5 Positioning
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Positioning Strategy
Option #3: Procreate
Develop &
Introduce anumber ofNewproducts
in multiplePositions
http://images.google.com/imgres?imgurl=www.umuc.edu/fyionline/august_02/images/field.jpg&imgrefurl=http://www.umuc.edu/fyionline/august_02/fyionline9.html&h=186&w=144&prev=/images%3Fq%3Dgame%2Bplan%26svnum%3D10%26hl%3Den%26lr%3D%26ie%3DUTF-8%26oe%3DUTF-88/2/2019 BA343 Wk5 Positioning
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Expensive
Inexpensive
For
Headac
hes
For
Bod
yAches
Excedrin
Bufferin
AnacinTylenol
Nuprin
Advil
Bayer
St. Josephs
Motrin
Medipren
I
I
Medipren
Plus
MediprenCold &Flu
Procreating calls for developing &
positioning multiple products
The Master of Multi- Branding
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The Master of Multi- BrandingProcter & Gamble:Every Brand w/ its own Position
Tide: for family marketCheerfor clothes -conscious
w/color guardBold: for value-conscious
w/fabric softenerGain: for scent-conscious
w/aromaticsEra: for dirt-conscious
w/stain removers
Dash: for price-conscious
Dreft: for new mothers
Ariel:for eco-conscious
http://www.youtube.com/watch?v=YGjlYVe67Fshttp://www.youtube.com/watch?v=o0I60nglPqwhttp://www.youtube.com/watch?v=wXgjn-ZQapwhttp://www.youtube.com/watch?v=p89nd7x6ejEhttp://www.youtube.com/watch?v=cd3CZotfZSkhttp://www.youtube.com/watch?v=yqE1G5aEEtAhttp://www.youtube.com/watch?v=Apc7ADyQrKIhttp://www.youtube.com/watch?v=gA6Ym1SQxu0http://www.youtube.com/watch?v=63wIejQ29uwhttp://images.google.com/imgres?imgurl=www.c1000-aalsmeer.nl/images/nieuw_dreftextrahyg.jpg&imgrefurl=http://www.c1000-aalsmeer.nl/nieuwinassortiment_1998-05.html&h=248&w=160&sz=11&tbnid=5gKM7dr1WNEJ:&tbnh=105&tbnw=68&start=8&prev=/images%3Fq%3Ddreft%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.comenzi.com/images/Detergent%2520Ariel%2520Verde%2520Autom%2520(600g).gif&imgrefurl=http://www.comenzi.com/default.asp%3Fcatid%3D21%26page%3D1&h=83&w=60&sz=5&tbnid=UCGhBydb0IMJ:&tbnh=71&tbnw=52&start=7&prev=/images%3Fq%3DAriel%2Bdetergent%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.comenzi.com/images/Detergent%2520Ariel%2520Verde%2520Autom%2520(600g).gif&imgrefurl=http://www.comenzi.com/default.asp%3Fcatid%3D21%26page%3D1&h=83&w=60&sz=5&tbnid=UCGhBydb0IMJ:&tbnh=71&tbnw=52&start=7&prev=/images%3Fq%3DAriel%2Bdetergent%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.comenzi.com/images/Detergent%2520Ariel%2520Verde%2520Autom%2520(600g).gif&imgrefurl=http://www.comenzi.com/default.asp%3Fcatid%3D21%26page%3D1&h=83&w=60&sz=5&tbnid=UCGhBydb0IMJ:&tbnh=71&tbnw=52&start=7&prev=/images%3Fq%3DAriel%2Bdetergent%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.comenzi.com/images/Detergent%2520Ariel%2520Verde%2520Autom%2520(600g).gif&imgrefurl=http://www.comenzi.com/default.asp%3Fcatid%3D21%26page%3D1&h=83&w=60&sz=5&tbnid=UCGhBydb0IMJ:&tbnh=71&tbnw=52&start=7&prev=/images%3Fq%3DAriel%2Bdetergent%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=reidsco.com/images/19384.jpg&imgrefurl=http://reidsco.com/Products/searchct.mv%3F358&h=202&w=259&sz=19&tbnid=tRW_mAvU8rAJ:&tbnh=83&tbnw=106&start=2&prev=/images%3Fq%3DCheer%2Bdetergent%26hl%3Den%26lr%3D%26ie%3DUTF-8http://images.google.com/imgres?imgurl=www.c1000-aalsmeer.nl/images/nieuw_dreftextrahyg.jpg&imgrefurl=http://www.c1000-aalsmeer.nl/nieuwinassortiment_1998-05.html&h=248&w=160&sz=11&tbnid=5gKM7dr1WNEJ:&tbnh=105&tbnw=68&start=8&prev=/images%3Fq%3Ddreft%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.c1000-aalsmeer.nl/images/nieuw_dreftextrahyg.jpg&imgrefurl=http://www.c1000-aalsmeer.nl/nieuwinassortiment_1998-05.html&h=248&w=160&sz=11&tbnid=5gKM7dr1WNEJ:&tbnh=105&tbnw=68&start=8&prev=/images%3Fq%3Ddreft%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.comenzi.com/images/Detergent%2520Ariel%2520Verde%2520Autom%2520(600g).gif&imgrefurl=http://www.comenzi.com/default.asp%3Fcatid%3D21%26page%3D1&h=83&w=60&sz=5&tbnid=UCGhBydb0IMJ:&tbnh=71&tbnw=52&start=7&prev=/images%3Fq%3DAriel%2Bdetergent%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://www.youtube.com/watch?v=63wIejQ29uwhttp://www.youtube.com/watch?v=gA6Ym1SQxu0http://www.youtube.com/watch?v=Apc7ADyQrKIhttp://www.youtube.com/watch?v=yqE1G5aEEtAhttp://www.youtube.com/watch?v=cd3CZotfZSkhttp://www.youtube.com/watch?v=p89nd7x6ejEhttp://www.youtube.com/watch?v=wXgjn-ZQapwhttp://www.youtube.com/watch?v=o0I60nglPqwhttp://www.youtube.com/watch?v=YGjlYVe67Fshttp://images.google.com/imgres?imgurl=www.c1000-aalsmeer.nl/images/nieuw_dreftextrahyg.jpg&imgrefurl=http://www.c1000-aalsmeer.nl/nieuwinassortiment_1998-05.html&h=248&w=160&sz=11&tbnid=5gKM7dr1WNEJ:&tbnh=105&tbnw=68&start=8&prev=/images%3Fq%3Ddreft%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG8/2/2019 BA343 Wk5 Positioning
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Michelob Light, Michelob Dry.
Michelob Dil ted its
http://images.google.com/imgres?imgurl=www.kab.org/images/anheuser_busch_logo.gif&imgrefurl=http://www.kab.org/vision_event_details.cfm&h=91&w=115&sz=6&tbnid=frMyFeQAkUIJ:&tbnh=64&tbnw=80&start=37&prev=/images%3Fq%3DAnheuser-busch%2Blogo%26start%3D20%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DNhttp://images.google.com/imgres?imgurl=www.webshop.kiev.ua/image/logo/20.gif&imgrefurl=http://www.webshop.kiev.ua/toyota/&h=177&w=252&sz=14&tbnid=BRWQfsLtA9AJ:&tbnh=74&tbnw=105&start=3&prev=/images%3Fq%3DToyota%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.belts-n-things.com/acatalog/BA320.jpg&imgrefurl=http://www.belts-n-things.com/acatalog/BEER_BUCKLES_.html&h=156&w=200&sz=8&tbnid=2xjJu8ILVlIJ:&tbnh=77&tbnw=98&start=48&prev=/images%3Fq%3DMichelob%2Bbeer%26start%3D40%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DN8/2/2019 BA343 Wk5 Positioning
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Michelob Diluted itsPosition
Michelob was the first high-pricedPremium-domestic beer---
Then they launched into Michelob Light, Michelob
Dry Honey Lager HefeWeizen
A position
of power
They started to
become everything toeverybody and theybecame nothing
http://images.google.com/imgres?imgurl=www.teamlorenz.com/Signs/194%2520Michelob%2520Hefeweizen.JPG&imgrefurl=http://www.teamlorenz.com/metal_signs.htm&h=450&w=600&sz=90&tbnid=c5tezqLIo3UJ:&tbnh=99&tbnw=132&start=5&prev=/images%3Fq%3DMichelob%2Bbeer%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.teamlorenz.com/Signs/194%2520Michelob%2520Hefeweizen.JPG&imgrefurl=http://www.teamlorenz.com/metal_signs.htm&h=450&w=600&sz=90&tbnid=c5tezqLIo3UJ:&tbnh=99&tbnw=132&start=5&prev=/images%3Fq%3DMichelob%2Bbeer%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.belts-n-things.com/acatalog/BA320.jpg&imgrefurl=http://www.belts-n-things.com/acatalog/BEER_BUCKLES_.html&h=156&w=200&sz=8&tbnid=2xjJu8ILVlIJ:&tbnh=77&tbnw=98&start=48&prev=/images%3Fq%3DMichelob%2Bbeer%26start%3D40%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DNhttp://images.google.com/imgres?imgurl=www.teamlorenz.com/Signs/194%2520Michelob%2520Hefeweizen.JPG&imgrefurl=http://www.teamlorenz.com/metal_signs.htm&h=450&w=600&sz=90&tbnid=c5tezqLIo3UJ:&tbnh=99&tbnw=132&start=5&prev=/images%3Fq%3DMichelob%2Bbeer%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.steinville.com/Michelob_light.jpg&imgrefurl=http://www.steinville.com/Michelobs.htm&h=409&w=427&sz=66&tbnid=_H5lXj_FTXMJ:&tbnh=115&tbnw=121&start=3&prev=/images%3Fq%3DMichelob%2Bbeer%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.allproducts.com.tw/manufacture9/nanlien/p01.jpg&imgrefurl=http://www.allproducts.com.tw/manufacture9/nanlien/supplier.html&h=200&w=200&sz=8&tbnid=Yy6h8lsRn60J:&tbnh=99&tbnw=99&start=7&prev=/images%3Fq%3DMichelob%2Bbeer%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG8/2/2019 BA343 Wk5 Positioning
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A note of Caution aboutMulti-Branding
Be Careful when introducing/positioning a new product-- especially if
you're using the family brand-name
http://images.google.com/imgres?imgurl=http://www.sel-uk.com/testimonials/logos/kelloggs_logo.gif&imgrefurl=http://www.sel-uk.com/testimonials/logos/&h=54&w=142&sz=2&tbnid=l_iQ3JeQD2wJ:&tbnh=33&tbnw=86&start=18&prev=/images%3Fq%3Dkelloggs%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.kelloggs.fr/pictures/marques/nosmarq_illu.jpg&imgrefurl=http://www.kelloggs.fr/marques/&h=455&w=535&sz=79&tbnid=77Umw8wzaGMJ:&tbnh=109&tbnw=128&start=15&prev=/images%3Fq%3Dkelloggs%2Bproducts%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.trainweb.org/tylick/heinz57.jpg&imgrefurl=http://www.trainweb.org/tylick/signcofogrocery.htm&h=264&w=264&sz=19&tbnid=5GBFd-SD_W4J:&tbnh=107&tbnw=107&start=10&prev=/images%3Fq%3DHeinz%2B57%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DNhttp://images.google.com/imgres?imgurl=www.tentsontrucks.com/30109.jpg&imgrefurl=http://www.tentsontrucks.com/heinz_57_grill.htm&h=160&w=156&sz=13&tbnid=T9JlxN7jt1gJ:&tbnh=91&tbnw=89&start=6&prev=/images%3Fq%3DHeinz%2B57%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DN8/2/2019 BA343 Wk5 Positioning
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Be careful w/ Brand Extensions(using existing brand name in new product category)
Kodak Crayons
Exxon Office Furniture
Gerber Life Insurance
Life Savers Gum
Xerox ComputersKleenex Towels
Established
perceptions not
compatible across
product classes
A & H P d
8/2/2019 BA343 Wk5 Positioning
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Arm & Hammer ProductsA Success-
Established perceptions readilytransfers product classes
utubes
Positioning Strategy
http://www.youtube.com/watch?v=h8_PH5PwoeIhttp://www.youtube.com/watch?v=4rj8ut8NVCkhttp://images.google.com/imgres?imgurl=www.joesachs.com/tear%2520sheet%2520folder/arm%2520and%2520hammer.jpg&imgrefurl=http://www.joesachs.com/tear%2520sheet%2520folder/arm%2520%26%2520hammer.html&h=372&w=285&sz=30&tbnid=XNrswncznNcJ:&tbnh=117&tbnw=90&start=4&prev=/images%3Fq%3Darm%2Band%2Bhammer%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://www.youtube.com/watch?v=D6RUnB905wkhttp://images.google.com/imgres?imgurl=www.wackypackages.org/realproductsscans/arm-hammer.jpg&imgrefurl=http://www.wackypackages.org/realproductsscans/arm-hammer.html&h=595&w=450&sz=79&tbnid=gYUt1Wa_HwcJ:&tbnh=132&tbnw=100&start=6&prev=/images%3Fq%3Darm%2Band%2Bhammer%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG8/2/2019 BA343 Wk5 Positioning
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Positioning Strategy
Option # 4: Denigrate
Place
Competitor'sproduct
in a lessFavorablePosition
http://images.google.com/imgres?imgurl=www.umuc.edu/fyionline/august_02/images/field.jpg&imgrefurl=http://www.umuc.edu/fyionline/august_02/fyionline9.html&h=186&w=144&prev=/images%3Fq%3Dgame%2Bplan%26svnum%3D10%26hl%3Den%26lr%3D%26ie%3DUTF-8%26oe%3DUTF-8http://images.google.com/imgres?imgurl=www.silverqueen.com/Pictures/Pictures_China/lenox/LENOX2.jpg&imgrefurl=http://www.silverqueen.com/China_Tableware/lenox.asp&h=1025&w=1248&sz=96&tbnid=vB5QKCtNKmwJ:&tbnh=123&tbnw=149&start=9&prev=/images%3Fq%3Dlenox%2Bchina%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG8/2/2019 BA343 Wk5 Positioning
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Repositioning the Competition
Royal Doulton, the china of
Stratford-on-Avon
Vs.
Lenox, the china of
Pomona, New Jersey
http://images.google.com/imgres?imgurl=www.photo.net/cr/sj-slum-aerial-71.jpg&imgrefurl=http://www.photo.net/cr/monteverde&h=372&w=551&sz=82&tbnid=dHBD3F3bf0EJ:&tbnh=87&tbnw=128&start=2&prev=/images%3Fq%3Dslum%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.horseriders.com.au/statford/about5.jpg&imgrefurl=http://www.horseriders.com.au/statford/About.htm&h=228&w=200&sz=9&tbnid=gPMKOtbQ54AJ:&tbnh=102&tbnw=90&start=27&prev=/images%3Fq%3DStatford%2B%26start%3D20%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DNhttp://images.google.com/imgres?imgurl=www.calva.asso.fr/~terredeurope/JPontsurAvon.jpg&imgrefurl=http://www.calva.asso.fr/~terredeurope/tORIGIN.htm&h=162&w=251&sz=21&tbnid=cPf5P4Nj8XMJ:&tbnh=68&tbnw=105&start=15&prev=/images%3Fq%3DStatford%2B%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=dmoz.org/img/moz/factory.gif&imgrefurl=http://dmoz.org/Business/&h=150&w=200&sz=7&tbnid=X-RGc7VVpOEJ:&tbnh=74&tbnw=98&start=24&prev=/images%3Fq%3Dfactory%26start%3D20%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DNhttp://images.google.com/imgres?imgurl=www.joncombe.com/images/statford5.jpg&imgrefurl=http://www.combe.plus.com/jon/stratford-upon-avon1.html&h=703&w=1024&sz=118&tbnid=ddotO43uFfgJ:&tbnh=102&tbnw=148&start=11&prev=/images%3Fq%3DStatford%2B%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=homepages.wmich.edu/~d1zantje/new%2520jersey%2520map.gif&imgrefurl=http://homepages.wmich.edu/~d1zantje/midterm.htm&h=319&w=300&sz=8&tbnid=Jtr9tzv0OSAJ:&tbnh=112&tbnw=106&start=4&prev=/images%3Fq%3Dnew%2Bjersey%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.silverqueen.com/Pictures/Pictures_China/lenox/LENOX2.jpg&imgrefurl=http://www.silverqueen.com/China_Tableware/lenox.asp&h=1025&w=1248&sz=96&tbnid=vB5QKCtNKmwJ:&tbnh=123&tbnw=149&start=9&prev=/images%3Fq%3Dlenox%2Bchina%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG8/2/2019 BA343 Wk5 Positioning
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Repositioning theCompetition
Nuprin vs. Tylenol vs. Aspirin Tylenol campaign pointed out the
negative affects of aspirin (stomachupset)
Scope vs. Listerine
Minty BreathNot
Medicine Breath
uTube
uTube
uTube
http://www.youtube.com/watch?v=AK3M2NWXgpEhttp://www.youtube.com/watch?v=AK3M2NWXgpEhttp://www.youtube.com/watch?v=JGvNPAPB25ghttp://www.youtube.com/watch?v=FExiiR0cSkQhttp://www.youtube.com/watch?v=AK3M2NWXgpE8/2/2019 BA343 Wk5 Positioning
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Visa: They wont takeAmerican express
Repositioning the Competition
NOT
http://www.youtube.com/watch?v=AK3M2NWXgpEhttp://www.youtube.com/watch?v=AK3M2NWXgpEhttp://www.youtube.com/watch?v=AK3M2NWXgpEhttp://www.youtube.com/watch?v=AK3M2NWXgpEhttp://images.google.com/imgres?imgurl=www.thetudorblackpool.co.uk/american%2520express.jpg&imgrefurl=http://www.thetudorblackpool.co.uk/&h=370&w=268&sz=42&tbnid=TBFZBxSS5qUJ:&tbnh=117&tbnw=85&start=13&prev=/images%3Fq%3Damerican%2Bexpress%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.thetudorblackpool.co.uk/american%2520express.jpg&imgrefurl=http://www.thetudorblackpool.co.uk/&h=370&w=268&sz=42&tbnid=TBFZBxSS5qUJ:&tbnh=117&tbnw=85&start=13&prev=/images%3Fq%3Damerican%2Bexpress%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.euronet.nl/users/rulrich/images/visa.gif&imgrefurl=http://www.euronet.nl/users/rulrich/abonnement.htm&h=165&w=276&sz=7&tbnid=JW_Id7PnbkgJ:&tbnh=65&tbnw=108&start=1&prev=/images%3Fq%3DVisa%2B%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.usolympicteam.com/ebay/bid_items/visa.gif&imgrefurl=http://members.ebay.com/aboutme/usolympicteam&h=180&w=201&sz=6&tbnid=u-7TEPR-bMYJ:&tbnh=88&tbnw=98&start=9&prev=/images%3Fq%3DVisa%2Bis%2Beverywhere%2Byou%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG8/2/2019 BA343 Wk5 Positioning
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Developing & ImplementingPositioning Strategy
Differentiation
CommunicationThe World On Time
Choosing & Implementing best quality
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1. Stakeout optimum positionBased on your most salientcompetitive advantage
2. Focus on Single-CompetitiveAdvantageoften bestHelps togain positioning intensity
3. Position strengthened bynoting your strengths inconjunction with yourcompetitors weaknesses
Choosing & Implementinga Differentiation Strategy
q y
lowest price
best value
most reliable
http://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG8/2/2019 BA343 Wk5 Positioning
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DevelopingDifferentiating Statements
For (target customers)
Who aredissatisfied w/
(current market alternatives)
Our product is (a new product category)
That provides (key capability)
Unlike (competing alternatives)
We provide (the desired alternative).
GPrices
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BA343 Wk5 Positioning
58/93
NordstromsDifferentiating Statement
For discriminating shoppers
Who are
dissatisfied w/
long-lines and substandard customer
service
Our product is offering only the highest quality and service,
That provides the premiere prestige retailer
Unlike other retailers who take your business forgranted,
We are committed to making you our mostimportant customer.
WM
TGT
E
D
CN
G
F
Service
N
G Prices
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