Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
12 Cards in this Set
- Front
- Back
|
Repositioning
|
Changing the perceived and actual characteristics of a product/service to better fit a changing marketplace environment, very expensive
|
|
|
Easiest way to develop a mental map of positioning
|
Two-dimensional map
|
|
|
Positioning
|
The way consumers perceive the brand relative to its competition and positioning is in the mind of the consumer
|
|
|
Positioning Options
|
On product features & benefits
On specific user occasions On price On quality By product user Against another brand |
|
|
Most critical positioning strategy?
|
Choice of the target segment
|
|
|
Two-dimensional map
|
Compare the consumer's image of competing products on two critical performance features
|
|
|
3 ways to position
|
Identify competitive advantage
Stress salient characteristics Differentiate |
|
|
Establishing a cult position
|
Know what is precious and protect it
Building a club, not share Sell to club members, not customers Perspective of a very small, defined, group |
|
|
Second critical decision positioning strategy?
|
Determine the product/service's competitive positioning and specifications to meet the target segment's needs
|
|
|
Positioning Risks and describe each of the 4
|
Under positioning - vague idea
Over positioning - too narrow of an image Confused positioning - buyers do not understand the position Doubtful positioning - buyers find it hard to believe |
|
|
Product (Brand) Position
|
Way customer sees the brand as fitting in with other brands in the product class
Image which is deliberately manipulated by the seller Way to explain to the customer what the product is for Way to compete Way to saturate market (Proctor & Gamble) |
|
|
Cult
|
A group that creates its own position
|
