How shall we do it?

1
How shall we do it?

• Where and how

Positioning, the choice of - target market
(where) - differential advantage (how)
Consistency
Clarity
Successful positioning
Credibility
competitiveness
2
Positioning

• A products position is the way the product is
  defined by the consumers on important attributes
  - the place the product occupies in consumers
  mind relative to competing products

3
Object Positioning

• Identifying competing brands
• Identify attributes
• scoring of attributes
• plotting score map

4
Brand and brand equity

• Brand
• A brand is a distinguishing name and/or symbol
  intended to identify the goods or service of
  either one seller or a group of sellers, and
  differentiate those goods or services from those
  of competitors
• Brand Equity
• Brand Awareness
• Brand Loyalty
• Perceived Quality
• Brand Associations
• Other Proprietary Brand Assets

5
Identifying Attributes

• Dimensions of the object used by the consumers
  for
• describing the object and
• reflecting attitudes against the object
• Attributes can be associated with positive or
  negative attitudes
• find attributes with positive associations
• changing attitudes

6
Scoring of attributes

• Brainstorming
• Mind mapping
• Semantic Differential Scale (Osgood scale)
• Describing the object by
• Value (Appreciation) (happy - sad)
• Power (strong - weak)
• Activity (fast - slow)

7
Perceptual mapping

• Plotting score maps

High price
B
A
D
Narrow product range
C
Wide product range
F
E
X
G
Low price
A perceptual map of supermarkets
8
Positioning strategies

• Strengthen the current position
• in the mind of consumer
• Search for new unoccupied position
• look for a hole in the market and fill it
• Reposition of the competition
• differentiation against competitors

9
Connecting to the market

• Communication
• information to the market
• - promotion and advertising
• information from the market
• - market research
• personal selling
• Distribution
• channels/entries
• transport and logistics

10
Information to the market

• Promotion and advertising
• The Message
• Clarity
• make it simple
• Consistency
• following up the idea (the concept)
• Credibility
• we trust in you!
• Competitiveness
• is this your market?

11
Information from the market

• Marketing research
• Secondary data
• Marketing Information Systems (MIS)
• Internal and external data
• existing customers and registers
• market index
• analyzing data (by using spread sheets Lotus,
  Excel)
• Primary data
• Consumer panels (tests)
• Experiment
• Field research (interviews)

12
Personal selling

• Information from/to the market
• Who knows the market?
• Consumer marketing
• Business to Business marketing
• Marketing to organizations
• Education and training of staff
• awareness of the goals and strategies of the firm
• knowledge on products and markets
• collecting and reporting information

13
Distribution

• Channels for distribution
• how the product is made reachable for the buyer /
  consumer?
• modes of entering the market
• Channels for / Ways of payment
• ?
• Transport
• packing / quantity
• Logistics
• time of delivery (JIT) / storing