Matakuliah : J0114/Manajemen Pemasaran
Tahun
: 2008
Product Positioning
Pertemuan 12
Learning Outcome:
•Students can choose positioning strategy
to communicate products
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Material Outline
• Base of positiniong
• Positioning development
• Positioning communication
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Base of Positioning
• Value and Benefit.
– Lifebouy is positioned to be hygiene soaps for family. Extra Joss
is positioned to be energy drink
• Achievement. Things that a product can achieve.
– Bank Mandiri is positioned to be the largest bank in Indonesia.
Teh Botol Sosro claims to be ‘expert of tea’
• Market segment.
– Singapore Airlines aims to serve for middle-upper class. Hilton is
known for its exclusivity reflected from its consumer segment
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Base of Positioning
• Attributes
– BCA positioned itself to be a bank offering convenience and ease during
transactions. As its proof, it provided consumers with ATM in huge
trading areas, online banking and so forth.
• New business
– British Petroleum changed its name to Beyond Petroleum to reflect its
changing business from petroleum company to energy company
• Product Usage
– Kijang is known as family vehicle. Its multipurpose characteristics reflect
the positioning statement it made.
• Originality
– Coca cola is known for its ”The Real Thing” tagline. A Mild claims to be
the pioneer in its category as it is stated “Other Only Can Follow”.
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Positioning Development
• Identify relevant target segment
– How can we build trust as we know who our consumer is?
– Identify target segment behaves
– Research is not ‘The Only Tool’
• Find Frame of Reference
– Positioning must appoint to ‘who’ this positioning is given
– Starbucks states its positioning to be the world’s finest coffee
experience. This brand offers not only regular coffee but also
experience to be exposed to coffee.
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Positioning Development
• Decide Point of Differentiation
– “why” consumers have to pick up this brand?
– Uniqueness, differentiation that can differ our goods from
competitor’s.
– Nokia’s point of differentiation is its technology. From this, it
builds human technology. Thus it relates to its positioning
“connecting people”.
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Positioning Development
• Determine competitive advantage offered
– Nokia with its point of differentiation, succeeded in producing this
point of differentiation into a cell phone with fine arts, large
screen, artistic design and colorful cases.
– Sosro defines its point of differentiation (Expert of tea) by
producing new flavor of tea with different brand name.
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Positioning Communication
• Be creative
– Finding a uniquely different message
– Message should be congruent with the characteristics of
targeted segment. E.g.: Oreo creates the tagline to show how to
eat a biscuit.
• Simplicity:
– No matter difficult your positioning statement is, a good
marketer is able to communicate it in a simple manner
• Consistent and flexible
– Lux soap dictates what consistency means. From the beginning
this soap was launched, the main statement it shown was a
beauty soap for celebrity.
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Positioning Communication
• Dominion
– as a product has successfully created a ‘word’ in consumers
mind, next step would be to be the master in that segment
• Use their language
– Words used to express the positioning should be taken from
target market langguage (words they commonly use)
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Conclusions
• There are many bases of positioning. One should pick
up according to the value needed by target segment.
Thus, a complete and careful study of target segment is
required.
• A positioning statement should be relevant, unique,
containing competitive advantage within, and flexible
enough to be re-positioned.
• In communicating a positioning statement, one should be
creative, simple flexible, dominant, and using target
segment language.
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