Marketing Strategy: A Decision-Focused Approach Chapter 7

Front 1

It creates both physical and perceptual differences, using all the elements of the marketing mix -product, pricing, promotion, and distribution decisions.

Back 1

Effective Positioning

Front 2

1. Simple physically based attributes
2. Complex physically based attributes
3. Essentially abstract attributes
4. Price

Back 2

Attributes to establish positioning (4)

Front 3

1. Identify a relevant set of competitive products
2. Identify determinant attributes
3. Collect data about customer's perceptions for products in the competitive set
4. Analyze the current positions of products in the competitive set
5. Determine customer's most preferred combination of attributes
6. Consider fit of possible positions with customer needs and segment attractiveness
7. Write positioning statement or value proposition to guide development of marketing strategy

Back 3

The positioning process (7)

Front 4

1. Positioning grid or perceptual map
2. Value curve

Back 4

Tools to analyze the current positions of products in the competitive set (2)

Front 5

1. Should generate a unique selling proposition.
2. State benefits rather tan features or attributes
3. They could develop to slogans and tag lines

Back 5

How to write a positioning statement or value proposition to guide development of marketing strategy (3)