Positioning Framework for Marketers

Created by Kathy Fredrickson for UWO 424

“Positioning starts with a product. A piece of merchandise, a service, a company, or even a person. But positioning is not what you do to a product. Positioning is what you do in the mind of the prospect. That is, you position the produce in the MIND of the prospect.”

Al Ries and Jack Trout



To_____________(Target Market Segment)


Brand X is the _____________(Frame of Reference)

that _______________(Point of Difference)

because _____________(Justification)

To: Deadline-dependent business people

Federal ExpressIs the overnight package delivery serviceThat: is most reliableBecause: of its sophisticated package tracking system

Members of the target market segment share similar NEEDS and PERCEIVE similar benefits.

In identifying the target market segment, we must seek:

• To understand their perceived needs and product benefits• To bring INSIGHT against those needs • And then select ONLY THOSE CHARACTERISTICS which are MOST IMPORTANT and

RELEVANT in affecting their behavior

Characteristics to consider include:

Attitudes, perceptions Behavior Lifestyles, personality traits Frequency of use of purchase/potential profitability Brand loyalty Price sensitivity Buying situation Demographics (size, location)

Created by Kathy Fredrickson for UWO RTF

It must be large enough to justify the required investment in people and capital.

The more strongly customers feel about being a part of this group, the better. The more precisely a target market is defined, the more strongly members will feel a part of it.

The more appeal your frame of reference and point of difference have for them, the better.


Size

Meaningful identity

Interest in what you offer

Every brand (product) competes with or substitutes in some why for something else.

Identifying the frame of reference is to answer these questions:

1. “What does the brand substitute for?”

2. “ What behavior are you asking them to change?”

It includes all the options what a customer has to satisfy a specific identifiable need.

Created by Kathy Fredrickson for UWO 424,

The wider the competitive arena, the more sales potential.

The more easily customers can relate to the frame of reference, the more clearly they will understand how your product fits into their lives.

The more your target market finds your point of difference important within this frame of reference, the more leverage you have.


Size

Meaningful identity

Interest in what you offer

The more the difference is supported by undeniable facts about the product, the better.

It must promise the results (benefits) your target wants from a product within the frame of reference.

The stronger and longer the customer will be able to identify the point of difference within your product, the better.


Fact-Based…

Desirability

Pre-Emptive

Product Differentiation

1. Feature

2. Performance

3. Conformance

4. Durability

5. Reliability

6. Style/Design

Created by Kathy Fredrickson for UWO 424, https://www.youtube.com/watch?v=ZWox1iIO064

Examples

Porsche – AccelerationFord – Recently improved design processDuracell – Longer lasting

To all the parts actively support each other?

Is it easy enough to understand without further explanation?

Is it easy enough to believe, given the proof we have to offer?

Is it adequately consistent with ongoing position?

Does it state a premise worth a purchase?


Cohesive…

Simple and Credible

Compelling…


What is What could be

What

should be

Recommendation

Situation assessmentMarket structure/segmentationFinancial review/goalsBrand equity (strength)Competitive reviewProduct review

Development of alternative positions

Test position among key target segments

Develop positioning strategy

Linked to financial objectivesShort list of actionsIncludes executional guidelines

Under positioning• Vague concept• Nothing unique or special reinforcing the positioning

Over positioning• Too narrow

Confused positioning /Mixed messages Often caused by too many claims and changing the position too

frequently

Doubtful Positioning Claims are not believable


TO BE SUCCESSFUL, A POSITION MUST BELONG TERM

UNIIQUE AND PROTECTABLESINGLE-MINDED

CONSISTENT WITH BENEFIT

THE ESSENCE OF POSITIONING IS SACRIFICE

YOU MUST GIVE US SOMETHING SO THAT WHAT FOLLOWS IS FOCUSED

NO BRAND CAN SUCCESSFULLY BE ALL THINGS TO ALL PEOPLE

Successful positioning requires RIGOROUS UNDERSTANDING

OF THE CONSUMER AND MARKETPLACE OF WORDS AND THEIR MEANINGS

Marketing

Positioning Framework for Marketers