Positioning

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Positioning

• Daniel Rogers
• Malgorzata Puszczynski

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What is Positioning?

• Positioning Differentiating a brand in
  customers minds over and against competitors in
  terms of attributes and benefits that the brand
  does and does not offer.
• Simply put, positioning is the process of
  developing a strategy for staking out turf or
  filling a slot in the mind of target customers.

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• Positioning has traditionally been done based on
  attributes and benefits, quality and price, use
  or user, and the competitor while recent global
  marketing campaigns have been focused on global
  consumer culture positioning, local consumer
  culture positioning, and foreign consumer culture
  positioning.

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Positioning by Attribute or Benefit

• Exploits a particular attribute, benefit, or
  feature of the product being sold.
• Economy, Reliability, and Durability are
  frequently used positions that use product
  attributes, benefits and features.

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• Who do you think of when cheap food is
  mentioned?
• Which car company is the safest?
• Which batteries last the longest?
• Most consumers have immediate answers to these
  questions due to the positioning of companys
  products in their minds.

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Positioning by Quality and Price

• Focuses on positioning a brand as a superpremium
  entity.
• Rolex, Rolls Royce, and Grey Goose Vodka all
  position themselves in customers minds as the
  best there is of their type of product.

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Positioning by the Use or User

• Focuses on what amazing thing the product can be
  used for or who is using the product?What do the
  professionals use?
• For example
• Donovan McNabbs mother depended on Campbells
  soup to turn her son into a star quarterback.
  or
• Hospitals only depend on our battery to run back
  up power to their heart monitors.

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Positioning by Competitor

• One company implicitly or explicitly refers to
  competitors to position its own product.
• For example
• Alltel circle of friends commercial.
• or
• Burger King showing a small hamburger patty
  referring to McDonalds.

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Global Consumer Culture Positioning

• Indentifies the brand as a symbol of a particular
  global culture or segment.
• High tech products- products associated with high
  levels of customer involvement. Consumers have
  specialized needs or interests rational buying
  motives.
• High tech brands are usually evaluated in terms
  of their performance against established
  objective standards.

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• Marketing communications need to be informative
  emphasize performance related attributes
  features.
• Consumers are generally energized by emotional
  motives rather than rational ones.

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Foreign Culture Positioning

• Associates the brands users, use occasions or
  production origins with a foreign country or
  culture.

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Local Consumer Culture Positioning

• Associates the brand with local cultural
  meanings, reflects the local cultures norms,
  portrays the brand as consumed by local people in
  the national culture or depicts the product as
  locally produced for local consumers.