8/13/2019 Marketing Ppt 2013
1/35
Brand Positioning& Repositioning
8/13/2019 Marketing Ppt 2013
2/35
Positioning is arranging for a product to
occupy a clear, distinctive and desirable place
relative to competing products in the minds of
target customers.
(Kotler &et al,2010)
8/13/2019 Marketing Ppt 2013
3/35
Positioning Possibilities
Attribute positioning
Benefit positioning
Use or application positioning
User positioning
Competitor positioning
Product category positioning
Quality or price positioning
(Kotler& et al, 2010)
8/13/2019 Marketing Ppt 2013
4/35
Positioning 4
1. ATTRIBUTE POSITIONING
- Positioning on attributes/Features of theproduct
Examples:
Dove soap-Contains moisturizing cream
Gillete Razor-Thinner Blade edges-Low resistence coating
-Redisigned Precision Trimmer-
Positioning in the market place
8/13/2019 Marketing Ppt 2013
5/35
Positioning 5
2. BENEFIT POSITIONING Positioned as a leader in certain benefit
Honda
Economy and reliabilityBMW
Ultimate driving machine
Volvo
Safety and Durability.
Positioning in the market place
8/13/2019 Marketing Ppt 2013
6/35
Positioning 6
3. USE / APPLICATION POSITIONING.
Positioning for some use or application
Nestle Maggi Noodles Positioned as a snack item
Between meals
Fast to cook, good to eat
Nestle Milkmaid
Positioned as a base for dessert preparation.
Positioning in the market place
8/13/2019 Marketing Ppt 2013
7/35
Positioning 7
4. USER POSITIONING
Positioning the product as best for some user
group.
Adidas/Nike Taps into the self identity and motivation of serious sports people.
Red and white cigarettes Positioned for people who are bold and brave
Give bravery awards.
Positioning in the market place
8/13/2019 Marketing Ppt 2013
8/35
Positioning 8
5. COMPETITOR POSITIONING
Product claims to have better performance than
competitors
Avis/Rent a Car-Hertz
Pepsi-Cocacola
Directly or indirectly refer competitors.
Positioning in the market place
8/13/2019 Marketing Ppt 2013
9/35
8/13/2019 Marketing Ppt 2013
10/35
Positioning 10
6. PRODUCT CATEGORY POSITIONING
Positioning as a leader in certain category.
Example:Suave Shampoo
-just as good as all other expensive shampoos
-All benefits at a lower price
Positioning in the market place
8/13/2019 Marketing Ppt 2013
11/35
Positioning 11
7. QUALITY OR PRICE POSITIONING
Positioning as offering the best scooters
What is it that makes Stella Artois worth the premium price to somany beer drinkers? Like Ferrari buyers (okay, maybe with alittle less conviction), Stella Artois loyalists will tell you this: Its
not the price, its the Stella experience. Or maybe the higherprice helps to create that experience.
- Principles of Marketing, By Philip J. Kotler, Gary -Armstrong
Positioning in the market place
8/13/2019 Marketing Ppt 2013
12/35
UK Marketing Slogan-Reasurringly
expensive..
8/13/2019 Marketing Ppt 2013
13/35
Exhibit 9.4
Steps in the Positioning Process (1 of 2)
1. Identify relevant set of competitive products.
2. Identify the set of determinant attributes that define the product
space in which positions of current offerings are located.
3. Collect information from a sample of customers and
potential customers about perceptions of each product
on the determinant attributes.
4. Analyze intensity of a products current position in
customers minds.
8/13/2019 Marketing Ppt 2013
14/35
Exhibit 9.4
Steps in the Positioning Process (2 of 2)
5. Determine products current location the product space
(product positioning).
6. Determine customers most preferred combination of
determinant attributes.
7. Examine the fit between preferences of market segments
and current position of product (market positioning).
8. Select positioning or repositioning strategy.
8/13/2019 Marketing Ppt 2013
15/35
Choosing and Implementing a
Positioning Strategy
Identifying a set of possible competitive
advantage on which to build a position.
Selecting the right competitive advantage
Effectively communicating and delivering the
chosen position to a carefully selected target
market.
(Kotler &et al 2010)
8/13/2019 Marketing Ppt 2013
16/35
Competitive Advantage
A product differentiation strategy must meet the
VRIO criteria
Is it Valuable?
Is it Rare?
Is it costly to Imitate?
Is the firm Organized to exploit it?
if it is to create competitive advantage.
8/13/2019 Marketing Ppt 2013
17/35
Product Differentiation by Hospitality
companies or Visitor Destinations
Physical attribute Differentiation
Service Differentiation
Personnal Differentiation Location Differentiaition
Image Differentiaition
(Kotler& et al, 2010)
8/13/2019 Marketing Ppt 2013
18/35
Physical Attribute Differentiation
Five Star Hotel CasaSanto Dominigo in
Antigua,Guatemala- was
bulit into the ruins of a
monastry,sixteenth
century monastry
partially distroyed on
earth quake.
8/13/2019 Marketing Ppt 2013
19/35
AnotherExample
Chez Panisse,Berkeley-Use
Natural/Organic Food
to Differentiate
themselves
8/13/2019 Marketing Ppt 2013
20/35
Service Differentiation
Sheraton, Shangri-La
Provide In room Check
in Service.-An example
8/13/2019 Marketing Ppt 2013
21/35
Personnal Differentiation
Singapore Airlines enjoy
an excellent reputation
because of the grade of
its flight attendants
8/13/2019 Marketing Ppt 2013
22/35
Location Differentiation
Hotels Facing The
Central Park in
Newyork, have a
competitiveadvantage.E.g: The
London NYC, Hotel
differentiates itself
through Location
8/13/2019 Marketing Ppt 2013
23/35
Image Differentiation
8/13/2019 Marketing Ppt 2013
24/35
Positioning 24
A Difference is worthwhile if:
Important
Distinctive
Superior
Communicable
Preemptive
Affordable
Profitable
(Kotler & et al, 2010)
8/13/2019 Marketing Ppt 2013
25/35
Criteria for Succesful Positioning
Clarity:Value proposition which they are going
to serve to target customer or customers.
Consistency: first year quality of service,
second year product performance.
Credibility: believeability and trustworthiness
Competitveness: Unique Selling Proposition
8/13/2019 Marketing Ppt 2013
26/35
Perceptual Mapping
Marketing research technique in which consumers
views about a product are traced or plotted(mapped) on a chart. Respondents are askedquestions about their experience with the product
in terms of its performance, packaging, price, size,etc.
(BusinessDictionary.Com)
8/13/2019 Marketing Ppt 2013
27/35
A perceptual map is a visual representation of how targetcustomers view the competing alternatives in a Euclidean spacewhich represents the market
The map has the following characteristics:
Pair-wise distances between product alternatives directly indicate howclose or far apart the products are in the minds of customers
A vector on the map indicates both magnitude and direction in theEuclidean space. Vectors are usually used to geometrically denoteattributes of the perceptual maps
The axes of the map are a special set of vectors suggesting theunderlying dimensions that best characterize how customersdifferentiate between alternatives
8/13/2019 Marketing Ppt 2013
28/35
Repositioning
Changing a brand's status in comparison to thatof the competing brands. Repositioning iseffected usually through changing the marketingmix in response to changes in the market place,or due to a failure to reach the brand's marketingobjectives.
(businessdictionary.com)
8/13/2019 Marketing Ppt 2013
29/35
Need for Repositioning
Changing Customer Needs
Growing Market Needs
Meet Customer Requirements Loss in Customer Sales
Stagnant Product Benefits
Emerging new technologies
8/13/2019 Marketing Ppt 2013
30/35
Four Phased Brand Repositioning
Phase 1-Determining the Current Status of the
Brand
Phase 2-What does the Brand Stand Today?
Phase 3- Developing the Brand Positioning
Platforms: Where can we Take it tomorrow to
Grow the Brand?
Phase 4-Refining the Brand Positioning and
Management Presentation
8/13/2019 Marketing Ppt 2013
31/35
Customer Feedback- Improving the
Brand
Capitalize on the Customer Feedback
Finding ways to fill the voids
Match customer requirements
8/13/2019 Marketing Ppt 2013
32/35
Case Study
8/13/2019 Marketing Ppt 2013
33/35
References
Arora.R,(2006), Product Positioning based on search, experience and credence
using conjoint analysis[Online],15,285-292 Available from http://
www.emeraldinsight.com[acessed on 7-10-2013]
Boyed.H, Walker.O, Larreche.J(1995),Marketing Management,A Strategic Approach
with A Global Orientation,Second Edition.United States Of America,Von Hoffman
Press.Inc Fuchs.C,(2009), Evaluating the effectiveness of brand positioning strategies from a
consumer perspective[Online],44,1763-1786 Available from
http://www.emeraldinsight.com [accessed on 6-10-2013]
Gensch.D, Javalgi.R(1988), Issues and advances in Product Positioning Models in
Marketing Research[Online],10, 929-949, Available from
http://www.sciencedirect.com [accessed on 7-10-2013]
Gruca.T,Klemz.B(2003),Optimal new product positioning:A genetic algorithm
approach[Online],146,621-633 Available
from:http://www.sciencedirect.com[accessed on 4-10-2013]
8/13/2019 Marketing Ppt 2013
34/35
References
Kaul.A,Rao.V,(1995), Research for Product Positioning and design decisions:Anintegrative review[Online], 12, 293-320 Available fromhttp://www.sciencedirect.com [accessed on 7-10-2013]
Khan.I,(2005), Samsung Mobile Repositioning From Cheap to wow[Online]Available from http://www.slideshare.net [accessed on 8-10-2013]
Kotler.P,Bowen.J,Makens.J(2010), Marketing for Hospitality and Tourism,FifthEdition.NewJersey, Pearson Publishing.
Kotler.P, (2002). Marketing Management Milleniumum Edition, Fifth edition.United States Of America, Pearson Custom Publishing.[Online] Available fromhttp://http://dl.ueb.edu.vn/bitstream/1247/2250/1/Marketing_Management_-
_Millenium_Edition.pdf [accessed on 5-10-2013]
Rhim.H,Cooper.L,(2005),Assessing Potential Threats to incumbent brands:NewProduct Positioning under price competition in a multisegmentedmarket[Online],22,159-182 Available from:http://www.sciencedirect.com[accessedon 6-10-2013]
8/13/2019 Marketing Ppt 2013
35/35
Recommended