Transcript Positioning - Syracuse University

Positioning
America: 5% of world’s
population, but…

consume 57% of
world’s advertising
Over $500.00 advertising
per capita US
about $17.00 advertising
per capita rest of
world
America: Who we are…

98% have TV’s; about
1/3rd have more TVs
in the house than
people.



watch 7.5 hours per day,
2,738 hours per year
(114 – 24 hour days)
Nearly 1,000 hours are
advertising. (Yes, we
watch the equivalent of
41 – 24 hour days of
advertising every year!)
America: Who we are…

Sunday NY Times




12 lbs.
1600 pages
10 million words
14 days (24 hours
per day) reading for
average reader
America: Who we are…

Watch
commercials;



4X as many as a
British child,
2X Canadians,
5X French.
America: Who we are…

Average woman in
US uses 68 branded
products between
the time she wakes
and leaves for work.
America: Who we are…

Average man uses 53
branded products.
America: Who we are…

Average grocery list
contains 32 items



average supermarket
has over 15,000
products
average hypermarket
(e.g. Sam’s Club,
Costco, etc) has over
150,000 products
12,000 new products
introduced ever year.
America: Who we are…
 More
information produced in past 30 years
than previous 5000.



Printed knowledge doubles every 4.5 years.
Counting the Internet, every 3 years.
Today’s New York Times contains more information
than a person in 17th century England would learn
in a lifetime.
5X more words in the English language today than in
Shakespeare’s day.
Leave
me out
of this!
America: Who we are…
 By
the time you hit your 18th birthday, you
had viewed nearly 600,000 ads.
How do we deal with information
overload?

Forget it.


Forget 85% of what we hear every day
Position new information “next to”
something we already know or
understand.
Positioning:
The Battle For your Mind

Al Ries & Jack Trout’s 1972 bestseller

Called “the most successful business
strategy of all time.”
Positioning:
The Battle For your Mind

Definition:
Where your product lies in the mind of the
consumer.
 Answers, Who, When, Why, How


Something we do all the time naturally.

Trout & Ries simply labeled it, and made
marketers think about where they wanted
their brand to be.
Where in your mind?

Defines a good or service in relation to
something you already know.

Macintosh Computer
VH-1
Wheaties
Syracuse University
Starbuck’s Coffee
Pantene shampoo
Mountain Dew






Most important with new
products

New Products
Trident Florogum:
 Clementine Crush:
 South Africa:
 You:


Poorly Positioned Products:
Wendy’s
 America

“Repositioning”
your Competition



Barak O’Bama
Hillary Clinton
John Edwards





John McCain
Mitt Romney
Mike Huckabee
Rudy Giuliani
Fred Thompson