Product Positioning

1
Product Positioning

• Sports and Entertainment Marketing

2
Why is product positioning important to marketers?

• Separate yourself from other products in the
  market
• Consumers are bombarded with advertising, and the
  consumers will only accept what is consistent
  with their prior knowledge and experience

3
Product Positioning

• The efforts a business makes to identify, place
  and sell its products in the marketplace
• Businesses identify customers wants and needs
• Determine how they compare to the competition
• Some businesses want to be very different from
  competitors products

4
Goal of Product Positioning

• Set the product apart from the competition
• 1. Wendys
• Square Hamburger - Never Frozen
• 2. Burger King-
• Flamed Broiled Hamburgers

5
Positioning By Price

• Position within a product line
• Positioning by price and quality stresses high
  price as a symbol of quality and low price a
  symbol of value
• Economy line, Mid-price line, Luxury line

6
Positioning By Features and Benefits

• Products are associated with a feature, attribute
  or customer benefit
• Clorox developed Greenworks for the
  Eco-Friendly target market

7
Positioning in Relation to the Competition

• Positioning to compete directly with the products
  of other companies
• Common strategy when one company is trying to
  solidify an advantage over another company
• Not good to compete with an industry leader
• Better to compete with an underdog

8
Positioning in Relation to Other Products in a
Line

• Individual products may be positioned in relation
  to other products in the same line
• iPod Shuffle
• iPod Nano
• iTouch

9
Can Athletes and Entertainers be positioned in
the marketplace?

10
Class Activity

• You are now going to create a PowerPoint
  describing the positioning strategies of an
  entertainer or athlete of your choice.
• Introduction Slide
• Agenda Slide
• Name and picture of your product or person
• Who am I? description and picture (describes
  the person not just the job)
• What do I do? description and picture
• For who am I? description and picture (remember
  the who is the target market)
• Create a positioning statement for your
  product/person List three reasons for the
  persons positioning with relation to the
  competition
• Conclusion Slide