Transcript CHAPTER 5

Positioning
• “The art and science of fitting the
product or service to one or more
segments of the broad market in such a
way as to set it meaningfully apart from
competition.”
© 2005 McGraw-Hill Ryerson Limited
Market Position
• The reaction of the market to the firm’s
marketing programs.
• The intended or unintended consumer
beliefs of the organization’s efforts, not
the current or past strategic plans of
marketing managers.
© 2005 McGraw-Hill Ryerson Limited
Illustration of Market Positioning Strategy
Example: Canadian Airlines
© 2005 McGraw-Hill Ryerson Limited
Brand Position Illustration By Attributes
© 2005 McGraw-Hill Ryerson Limited
Brand Position Illustration By Benefits
© 2005 McGraw-Hill Ryerson Limited
Brand Positioning Strategy Options
Options via Consumer and Competition
Positioning by Product
Attributes and Benefits
Positioning by
Price/Quality
Positioning by Use or
Application
Positioning by Product
User
Repositioning
Positioning by Competitor
Positioning by Product
Class
© 2005 McGraw-Hill Ryerson Limited
Positioning by Price/Quality
© 2005 McGraw-Hill Ryerson Limited
Brand Positioning Strategy Decision Process
Identify Competitors
Assess Consumers’
Perceptions of Competitors
Determine Competitors’
Positions
Analyze the Consumers’
Preferences
Make the Brand Positioning
Strategy Decision
Monitor the Position
© 2005 McGraw-Hill Ryerson Limited
Implications
• Brand positioning strategy decision is
an important requirement for:
– Setting the overall strategy for
advertising.
– Content of the advertising message.
– Creative strategy.
– Tactics.
© 2005 McGraw-Hill Ryerson Limited
Advertising Creativity
The ability to generate fresh, unique and
appropriate ideas that can be used as solutions
to communication problems.
“Its not
creative
unless it
sells”
Suits
Artists
© 2005 McGraw-Hill Ryerson Limited
“Only artistic
value and
originality
count”
Creative Challenge
• The job of the creative team is
challenging:
– Every marketing situation is different,
and each campaign or advertisement
may require a different creative
approach.
• Guidelines have been developed for
creating effective advertising, but there
is no magic formula.
© 2005 McGraw-Hill Ryerson Limited
The Creative Process
Immersion
Getting Raw Material, Data,
Immersing One's Self in the Problem
to Get the Background.
Digestion
Ruminating on the Data Acquired,
Turning It This Way and That in the
Mind.
Incubation
Ceasing Analysis and Putting the
Problem Out of Conscious Mind for
a Time.
Illumination
A Sudden Inspiration or Intuitive
Revelation About a Potential Solution.
Verification
Studying the Idea, Evaluating It, and
Developing It for Practical Usefulness.
© 2005 McGraw-Hill Ryerson Limited
Getting Creative Input
Read anything
related to the
product or
market!
market
Use the
Use the
product to
product to
become
become
familiar with
familiar with it
it!
Work in and
learn about
the client’s
business
Listen to what
people are
talking
talking about!
about
Ask everyone
involved for
information!
information
© 2005 McGraw-Hill Ryerson Limited
Marketing Research Methods Employed to
Probe Consumers’ Minds
Figure 5-5
© 2005 McGraw-Hill Ryerson Limited
Copy Platform
6. Supporting Information and Requirements
5. Creative Strategy Statement
4. Selling Idea or Key Benefits to Communicate
3. Specify Target Audience
2. Advertising and Communications Objectives
1. Basic Problem Advertising Must Address
© 2005 McGraw-Hill Ryerson Limited
Example
Volvo “Cross Country”
1. Key Benefit
• Goes off road
2. Support Claims
•
Picture of it outside
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
Other examples
FOR THE FOLLOWING ADS:
1. What are the Key Benefits?
2. What are the Support Claims?
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
Evaluation Guidelines
• Is the ad consistent with the marketing objectives?
• Does the idea have power, impact, and originality?
• Does the ad communicate what it’s supposed to?
• Does it communicate a clear, convincing message?
• Is it an appropriate style for the product?
• Does the execution overwhelm the message?
• Is it appropriate for the media environment?
• Is it appropriate for the target audience?
• Is the advertisement truthful and tasteful?
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
© 2005 McGraw-Hill Ryerson Limited
Quote of the Day
I don’t care about awards.
I want to sell product.
• James Harralson
(CEO Royal Crown Cola)
© 2005 McGraw-Hill Ryerson Limited