Transcript Benefit and Positioning

Benefit and Positioning,
Branding, and
Target Markets
Workshop 2
E-Scholars Program
2014/2015
All models and processes are owned by NPI, Inc. and cannot be
reproduced without written consent from NPI, Inc.
Goals of Strategic Marketing Mini-Course

Produce a Strategic Marketing Framework for the creation of a business

Integrate all of elements of this Framework plus Competition and
Customer Targets

Submit a Marketing Plan utilizing the Strategic Marketing Framework as
part of the Business Plan
©2014 NPI, Inc., All rights reserved.
Activity
Due Date
Strategic
Marketing
Timeline
Strategic
Marketing
Framework
August 23
Category Definition, Product Platforms, Competition
Customer Benefit, Branding, Target Customers
September 6
Pillars and Communications
September 20
Pricing, Channels, SalesForce
October 4
Balance of Marketing Tactics
November 1
( plus a marketing research assignment)
Revisiting
Marketing Plan
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rights reserved.
February 7
Second Session:
Benefit, Brand, and Target Customers



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Discuss selected E-Scholar new Category Definitions, Product Platforms,
and Competition from last session
Review structure of Benefit, Positioning, Brand and Target Customers
Complete a business Template for these elements
Brief open discussion
©2014 NPI, Inc., All rights reserved.
Strategic Marketing Process
for Entrepreneurial Development
Category Definition
Product Platform
Competition
Definition of Business
Benefit & Positioning
Benefit / Positioning
Branding
Target Markets
Brand Architecture
and Promise
Governance Alignment Pillars
Pillar Development
Business
Implementation
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PILLAR
PILLAR
PILLAR
#1
#2
#3
Communications
Sales
Pricing
Evaluation
Channels
Balance of
Tactics
"This course
contains models
and processes that
are the property of
NPI. Please do not
distribute these
materials without
written permission
from NPI”
Template #1: Strategic Marketing Elements:
Category, Product Platform, and Competition
Category Definition
What is the category that your product will compete in? Describe it in detail but
yet clear enough so business people and customers would understand.
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
___________________________________________________________
How is this different than the category that exists today i.e have you redefined it
in any manner?
________________________________________________________________
________________________________________________________________
_____________________________________________________________
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Template #1: Strategic Marketing Elements:
Category, Product Platform, and Competition
What is your primary product? Describe how it works, sizing or any
characteristics that precisely define what it does.
_____________________________________________________________
_________________
What are other products that could be introduced as part of a Platform over a
3 year period of time? These cannot be flavor, or size changes, or web
variations, etc. but truly unique products.
_____________________________________________________________
_______________________
©2014 NPI, Inc., All rights reserved.
NPI Customer Benefit Model®
To define the singular customer benefit
that will drive all of activities of a business
Image Benefits
Positionings
“Makes Me Feel Better”
“Offers Me Variety”
“Makes My Life Easier”
“Saves Me Time”
“Saves Me Money”
“Better Quality”
Product Benefits
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Trusted, Smart, Long-Term
Relationship, Offers advice
Selection, Product
alternatives
Less complex, No hassle,
Flexibility, Process efficiency
Fastest, Removes steps
Saves me money,
Makes me money
Most effective, Safe,
Better features
How companies define or do not define
a singular benefit and positioning:
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

Benefit…this is a generic description of a benefit category to
your customer and all internal employees (not used in
communications with external people)
Positioning…this is the way to express the benefit selected
e.g. Makes Me Feel Better could be the benefit category but
you would say to your customer that “you will be provided
advice” with this service or “it can be trusted when it is used”.
Cases to represent benefits and positionings follow:
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Some Example Single Benefit Driven Websites
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http://www.alakef.com
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http://www.spidfit.com

http://www.nourisonhospitality.com
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http://www.loungelizard.com/portfolio/websites/
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Case Histories:
Benefit/Positioning
for National Brands
Consumer and B2B
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Benefit and Positioning TV Examples
CATEGORY
BENEFIT
CATEGORY
Hanes
Starbucks
Winfield Answer Plots
Apple
Geek Squad
Harley Davidson
Zappos
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POSITIONING OR CUSTOMER RELEVANT EXPRESSION
• Positioned as a
comfortable apparel
• Start with a happy
Michael Jordan and
then add Cuba
Gooding, Jr.
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How they implemented it:
Starbucks changed the benefit
from staple commodity to a
unique coffee experience.
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• Elevated the commodity product to an experience
through variety of gourmet flavors (Latte, Macchiato,
Mocha, Frappuccino, Blended Creams, Tea).
• Significant consumer participation while ordering
(service)
• Engaged a younger target market not historically
heavy users of the category.
• Leveraged the “product experience” to develop a new
music distribution channel.
• Beans sold in grocery stores took significant share
from canned coffee.
©2014 NPI, Inc., All rights reserved.
©2014 NPI, Inc., All rights reserved.
©2014 NPI, Inc., All rights reserved.
©2014 NPI, Inc., All rights reserved.
WE ARE MORE THAN A
MOTORCYCLE CLUB.
We are your brothers and sisters. And we
share your boundless passion for an
American legend and the lifestyle it has
created throughout the world.
H.O.G. IS AN EXPERIENCE. Started in 1983, we are the largest factory-sponsored
motorcycle club in the world with 900,000 proud members and more than
1,350 chapters worldwide. Our mission is to provide members with a means to
"Ride and Have Fun." It's a simple concept that we take very seriously. We
organize rallies and countless other riding activities just to satisfy your hunger
for the road.
©2014 NPI, Inc., All rights reserved.

©2014 NPI, Inc., All rights reserved.
Harley Owners Group (H.O.G.)
provides benefits that fuel your
passion to ride.
• Member rallies
• Touring Handbooks
• Roadside assistance
• Safe rider training program
• Motorcycle shipping
• Special insurance program
• Fly and Ride®…fly to location
and rent bike
• Travel center for planning trips
• Theft reward program
• “The Enthusiast” entertainment
magazine
• Membership Pins/Patches
Zappos.com was founded in 1999 with the goal of becoming the premiere
destination for online shoes.
• Our unwavering focus on superior customer service has allowed us
to expand our online offerings to include handbags, clothing and so
much more!
• If you're looking for shoes, clothing and handbags online, compare us to
other online shoe and online clothing stores, as well as online handbag
stores.
• You'll find the absolute best service and the best selection in online
shopping here at Zappos.com!
©2014 NPI, Inc., All rights reserved.
Mini Course Template #2: Benefit and Positioning
Benefit Definition (Select only one benefit category from six)
_____________________________________________________________
_____________________________________________________________
Positioning/Customer Relevant Expression
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
____________________________________________________________
©2014 NPI, Inc., All rights reserved.
Developing a Brand and Brand Architecture

Create brand name to reinforce the singular customer
benefit, positioning, and the entire Platform/portfolio of
products

Exposure of brand name is most frequent communication of
the business idea

Compare competitive brands to make sure your brand is
unique and distinctive
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Developing a Brand and Brand Architecture

Validate the Brand: research end customers, sales, distribution associates,
internal employees and external “friends,” etc.
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Define legal trademark availability
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Use a Brand Architecture:
•
An organization of how to use the brand in marketing
•
Utilize “generic format” in the architecture
•
Less expensive and simpler reinforcement of benefit needed in a start up
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NPI Megabrand Model®:
Recommended Generic Structure
for New Enterprises
Tylenol Platform
Generic Architecture by:
Form, Symptom, and Target
Acetaminophen
Form
Heritage
Symptom
Geltabs
Generic
Caplets
Infants
Children’s
Junior Strength
Target
Endorsement
Brand
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NPI Megabrand Model®
Hanes
Men’s/Boy’s Underwear
Men’s/Boy’s Casualwear
Men’s/Boy’s Shoes
Generic Platform by:
Target and Usage
Heritage
Generic
Women’/Girls Casualwear
Baby Underwear
Sheets
Girls Underwear
Baby Sleepwear
Comforters
Women’s/Girl’s Shoes Baby blankets, towels, washcloths
Sub-Brand
Endorsement Brand
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NPI Megabrand Model: expensive
Marriott
examples for a new brand
Endorsement Architecture
Heritage
Betty Crocker
Sub-brand Architecture
Generic
Sub-Brand
Endorsement
Brand
Heritage
Generic
Sub-Brand
Instant Shelf Stable
Potatoes Rice/Pasta
Side Dishes
Endorsement
Brand
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Fruit Snack
Dinner
Mixes
Mini Course Template #2: Branding
Describe original name and new brand that reinforces the Benefit and
Category of your business.
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________

Why do you feel that it is an appropriate brand?
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
_________________________________________________

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Some Example E-Scholar Businesses
What is the benefit or category associated with
these?

Branding
• Missouri Truck Ferry, Barefoot Beach Bums or Tropifyme,
• Informed Health Solutions, Fulkerson Fabrication,
• Maker Village ,Car View, Hostel KC, Spyneware,
• Sigma Sourcing, Mi Zocalo Mobile Platform,
• Global Disability Inclusion, Desserts and Pastries Factory,
Principessa Bella
©2014 NPI, Inc., All rights reserved.
Some Example E-Scholar Businesses
What is the benefit or category associated with
these?
Targeting or category…
• Maker Village is a high tech DIY….is village high tech thus what is the
benefit to these people.. MLE for DIY
• Car View…what is the primary customer and benefit to that
person…dealer or customer
• Spyneware…what does it have to do with the category of business.
Why are you branding each product…too expensive.
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Target Markets

Primary Target
____________________________________
How does Benefit/Positioning Address this Target?
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
________________________________________________________
 Secondary Targets and Supporting Benefit /Positioning
__________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
______________________________________________________________
©2014 NPI, Inc., All rights reserved.
“The End Game”….. a 3 year plan

__________ is in the __________category

The product Platform will be Primary
Product plus
, and

.
The major competitors are _____________,
____________, and ________
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“The End Game”….. a 3 year plan

The general benefit description of
____________________ will have a positioning or
customer benefit expression of___________

Target Customers will primarily be________ and
secondarily be __________,

The Brand will be
. It will also use the_______
type of brand architecture
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“The End Game”….. a 3 year plan


To provide for continuity and consistency, there will be
Pillars or governing foundations of: __________,
____________, and _________
Communication:
 The strategy for the communication will be
___________
 The primary media used will be________ and
__________
 The tonality of these communications will be:
____________

Channels and Pricing Strategies will be__________

The method(s) of evaluation will be ____________ and
____________.
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