Positioning - Syracuse University
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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.
Bottom Line: There is simply too much!
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