Transcript Lesson 4.5 - Slides

Lesson 4.5 –
Positioning
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© 2010 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.5
Positioning
 Fixing company products
in the Minds of Consumers
 All about “perception”
 Relative to competitor
products
Copyright
Positioning:
The fixing your sports
or entertainment
entity in the minds of
consumers in the
target market
© 2010 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.5
Positioning
Positioning is important to all sports and
entertainment products
Sports leagues (NFL vs.
Arena Football League)
Sports teams (The Los Angeles Lakers in
the 1980’s as “Showtime”)
Sporting goods (Under Armour as
comfortable performance apparel)
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© 2010 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.5
Positioning
Positioning is important to all sports and
entertainment products
Sports drinks (Gatorade as a
performance beverage)
Movie studios (Pixar as a leader in
animated films)
Entertainers (Sylvester Stallone,
Arnold Schwarzenegger and Bruce
Willis and as iconic action film stars)
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© 2010 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.5
Positioning
Positioning is important to all sports and
entertainment products
Entertainment products
(DVD vs. Blu-Ray)
Facilities and venues
(Premium seating vs.
general seating)
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© 2010 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.5
Positioning
Positioning is About Perception
Nintendo effectively positioned Wii as more userfriendly and interactive than its competitors
(Xbox, Playstation 3) and has been perceived as
not only the “in” product by consumers but also
a healthier alternative to traditional video games
from a fitness perspective
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© 2010 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.5
Positioning
Positioning is About Perception
Overall worldwide sales of video game consoles in
as of April 2010:
Nintendo Wii
71 million
Microsoft X-Box 360
40 million
Sony Playstation 3
36 million
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Marketing Applications
LESSON 4.5
Positioning
As of May 2010, Nintendo sold 1.1 million copies of the
game Wii Sports Resort worldwide, helped in large part
by bundling it with a new “MotionPlus” accessory
(designed to improve the precision of the interactive
controllers) while the American Heart Association (AHA)
endorsed the Wii to encourage sedentary people to
take the first step toward fitness (the AHA heart logo
adorns the console itself along with two of its more
active games, Wii Fit Plus and Wii Sports Resort
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© 2010 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.5
Positioning
Wheaties cereal has positioned itself as a brand
affiliated with athletic performance and its
slogan, “the breakfast of champions”, has
remained since the brand’s introduction in 1924
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© 2010 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.5
Positioning
With sales declining (the NY Times reported
market share had slipped by nearly 14% in
2009), General Mills (parent company of the
Wheaties brand) introduced a new spin off
product aimed to take advantage of
consumer perceptions of the Wheaties
brand. General Mills developed three
formulations of the cereal (dubbed Wheaties
Fuel) with the help of a sports nutritionist
and five world class athletes: the NFL's
Peyton Manning, the NBA's Kevin Garnett,
gold medal-winning decathlete Bryan Clay,
the MLB's Albert Pujols, and triathlete
Hunter Kemper.
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© 2010 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.5
High (variable one)
Positioning Map:
Product B
Product A
High (variable two)
Low (variable two)
Product D
Products or services are
grouped together on a
positioning map
where they are compared
and contrasted in relation
to one another
Product C
Low (variable one)
http://www.marketingteacher.com/Lessons/lesson_positioning.htm
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© 2010 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.5
Positioning
Under Armour, maker of
sports performance apparel,
introduced a new product (a
two piece body “suit”) to
consumers in the summer of
2009; a product that Under
Armour has positioned as a
unique product (dubbed
“recovery wear”) not being
offered by competitors
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© 2010 by Sports Career Consulting, LLC
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LESSON 4.5
Positioning Discussion
How might a sports and entertainment
marketing company utilize a positioning
map to help determine a ticket sales
strategy?
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LESSON 4.5
Ticket Sales
Positioning
Map
High Price
Luxury suite
at an NFL
game
Lower level seats
for Disney on Ice
Client Entertaining
Family Fun
Club seats at
an NBA game
“Cheap Seats” at a minor
league baseball game
Night at the
movies
Low Price
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© 2010 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.5
High Price
Courtside
Seats
Lower Level
End Zones
Lower Level Seats
Upper Level Seats
Mid/Upper Level
Sidelines
Top Row Corners
Low Price
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Marketing Applications
LESSON 4.5
Positioning Strategy
Identify all possible competitive advantages
1) Products, services, channels, people or image
can be sources of differentiation
2) Organizations often position their
products relative to competitor
Weaknesses (5-hour energy)
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LESSON 4.5
Positioning Strategy
Choose the right competitive advantage
1) How many differences to promote?
2) Unique selling proposition
(5-hour energy)
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LESSON 4.5
Positioning
5-hour Energy Drink focuses on
its small packaging size and
claims to provide a long lasting
energy boost without the “usual
jitters associated with energy
drinks.” These purported features
are intended to provide the
competitive advantage necessary
for distinguishing this energy
drink from the many competitors
on the market.
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Marketing Applications
LESSON 4.5
Positioning Strategy
Positioning errors to avoid
1) Which differences to promote?
2) Are the differences legitimate?
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LESSON 4.5
Positioning
VitaminWater advertises a certain
healthy advantage to drinking their
products. In 2009, Coca-Cola
(parent company of the Vitamin
Water brand) was sued by the
Center for Science in the Public
Interest over alleged deceptive
marketing practices. Those
practices include using buzzwords
like “triple antioxidants” on the
product’s packaging.
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© 2010 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.5
Product Differentiation
Product
Differentiation:
Consider the PowerBar
energy bar introductory
strategy for differentiating
its product
Copyright
Refers to a positioning
strategy that some
firms use to
distinguish their
products from those
of competitors
© 2010 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.5
Power Bar has enjoyed success because it has clearly
differentiated its product from traditional candy bars
It has positioned itself in the minds of consumers as a
nutritional supplement that enhances athletic
performance and as an energy booster
At the time of PowerBar’s introduction to the market,
carbo-loading meals were common and popular
practice among athletes. PowerBar’s success has
influenced a shift in that trend.
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Marketing Applications
LESSON 4.5
Re-Positioning
A private golf course
may be suffering
slumping membership
sales.
Management may
choose to open up the
course to the public,
which will ultimately
require a well planned
re-positioning strategy
Copyright
Re-Positioning:
A marketer’s plan for
changing consumers’
perceptions of a
brand in comparison
to competing brands
© 2010 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.5
Re-Positioning
 Re-positioning involves identifying who the new
target market is and a strategy for creating awareness
and demand within that market
 Part of the re-positioning effort in this case would
require sending a message to the target market that
the club is affordable by public standards
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LESSON 4.5
Re-Positioning
Slogan might be “Enjoy the benefits of a
private club at public course rates!”
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LESSON 4.5
Blank Slide Available
for Teacher Edits
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LESSON 4.5 REVIEW (ANSWERS)
Marketing
Applications
1) Illustrate the concept of positioning
Positioning is the fixing of a sports or
entertainment entity in the minds of
consumers in the target market
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© 2010 by Sports Career Consulting, LLC