PositioningINTERNATIONAL MARKETING

Segmentation Targeting Positioning

Divide the market into smaller groups

Decide in which segments the company is going to enter

Give the product a clear, distinctive and desired position.

Take into account the competitors

Insert the unique benefits and differentiation of the

product in customers’ mindDetermine the desired position

Position of the productProduct position

Set of perceptions, impressions and feelings that costumers have about the product, compared to competitors’ products.

How costumers define the product?

Costumers position the product with or without the help of marketers

Companies must plan the positioning strategies

Give the products the greatest advantage in target markets

Design the marketing mix to achieve the desired position

Some examples

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Luxury Efficiency Security

Selecting a positioning strategy

Differentiate products through unique benefits

Identify potential competitive advantages and create a position through them.

Select the suitable competitive advantages

Select a positioning strategy and communicate it.

Competitive advantages

Competitive advantage

Advantage over competitors, acquired by offering customers more value

Take into account the whole experience with customer

• Products: Physic characteristics.

• Services: Post sell services, delivery.

• Distribution channels: Coverage.

• Staff: Trained and problem solver.

• Image: Company’s personality is communicated through image.

Differentiation factors

About the competitive advantages…

Companies can position one or more competitive

advantages

Recognition of different attributes Gain position in more segments Clear positioning strategy

They must be Valuable Distinctive Superior Communicable Exclusive Affordable Profitable

Value proposition Create value through the benefits that the

product offers.

Value Proposition: mix of benefits with which the brand is positioned.

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1. MORE FOR MORE

Provide the most exclusive product or service at a higher price to cover higher costs.

2. MORE FOR THE SAME

Offer similar quality but at a lower price.

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3. THE SAME FOR LESS

The products are not different but they are sold at lower costs.

Imitations

4. LESS FOR MUCH LESS

Products that offer less and therefore cost less.

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5. More for less

“The best value proposal”

Medium and long termShort term