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Your political candidate for Election 2008 The War on Terror Getting a college education The brand of ketchup you buy Child-rearing in the year 2008
jot down a few talking points Outline that position Then, think about the following:
Is it different than another person who you may have discussed this with? If so, how so and why? If not, how could you make your position different? Make it stand out? Persuade people to take your side?
Why
is a value proposition? Its a cogent reason why the target market should buy the product. Examples? Think about the type of clothing you buy? Whats the companys value proposition? Do you fit the target market? Why? How?
when a customer has to ask: what do you sell, manufacture, or what is it?its time to create a clear positioning plan.
possibilities:
Attribute positioning (size, number of years in existence) Benefit positioning (the leader in a certain benefit) Use or application positioning (best to use) User positioning (best for user group) Competitor positioning (better than others) Product category positioning (leader in certain product category) Quality or price positioning (best value for the money)
youve determined this strategy, then you have to communicate the companys positioning
A marketing plan should include a positioning statement. TO (TARGET A GROUP OR NEED), OUR (BRAND) is (CONCEPT) THAT (POINT-OFDIFFERENCE).
Examples
Write
What makes you different from your spouse or siblings or friends or colleagues?
To
differentiate is to set a meaningful and valued difference to distinguish you (or a company) from others (or competitors).
all products can be differentaited to some extent, not all brand differences are meaningful or worthwhile. A difference is stronger to the extent that it satisfies the following:
Important Distinctive Superior Pre-emptive Affordable Profitable
Boston Consulting Group distinguishes four types of industries based on the number of competitive advantages and their size. Volume industry Stalemated industry Fragmented industry Specialized industry
P.317
Kotler
differentiation by:
Ordering ease Delivery Installation Customer training Customer consulting Maintenance and repair Miscellaneous services
differentiation
differentiation
How companys design their distribution channels coverage, expertise and performance
differentiation
is the way that a company aims to identify or position itself or its product Image is the way the public perceives the company or its products
Symbols, colors, slogans, special attributes Physical plant Events and sponsorships Multiple image-building techniques
Position and differentiation must change as the company and product life-cycle changes Givens:
Products
have a limited life. Product sales pass through distinct stages, posing different challenges, opportunities and problems for seller (think of a house). Profits rise and fall at different stages of product life cycle. Products require different marketing, financial, manufacturing, purchasing, and human resource strategies in each life-cycle stage.
life cycle
Introduction: Slow sales growth as product debuts Growth: Rapid market acceptance and substantial profit improvement Maturity: Slowdown in sales growth because product as achieved acceptance Decline: Sales show a downward drift and profits erode
basic and distinctive mode of expression Fashion: currently acceptable; fashion pass through 4 stages: distinctiveness, emulation, mass-fashion, decline Fads: fashions that come quickly into public view, are adopted with great zeal, peak early and decline fast
advantage
Growth
Early
Maturity
3
Decline
Some
firm withdraw or die Must find strong reasons for retention Modifications for survival
evolution
Stages in evolution
Emergence Growth
Maturity
Decline