Positioning
Positioning
• “The art and science of fitting the
product or service to one or more
segments of the broad market in such a
way as to set it meaningfully apart from
competition.”
Market Position
• The reaction of the market to the firm’s
marketing programs.
• The intended or unintended consumer
beliefs of the organization’s efforts, not
the current or past strategic plans of
marketing managers.
Illustration of Market Positioning Strategy
Example: Canadian Airlines
Brand Position Illustration By Attributes
Brand Position Illustration By Benefits
Positioning by Price/Quality
Brand Positioning Strategy Decision Process
Identify Competitors
Assess Consumers’
Perceptions of Competitors
Determine Competitors’
Positions
Analyze the Consumers’
Preferences
Make the Brand Positioning
Strategy Decision
Monitor the Position
Implications
• Brand positioning strategy decision is
an important requirement for:
– Setting the overall business strategy
– Content of the advertising message
– Creative strategy
– Tactics
Advertising Creativity
The ability to generate fresh, unique and
appropriate ideas that can be used as solutions
to communication problems.
“Its not
creative
unless it
sells”
Suits
Artists
“Only artistic
value and
originality
count”
Creative Challenge
• The job of the creative team is
challenging:
– Every marketing situation is different,
and each campaign or advertisement
may require a different approach.
• There are guidelines for creating
effective advertising, but there is no
magic formula.
The Creative Process
Immersion
Digestion
Getting Raw Material, Data,
Getting Raw Material or Data,
Immersing One's Self in the Problem
Immersing into the Background.
to Get the Background.
Ruminating on the Data Acquired,
Ruminating on the Data, Turning It
Turning It This Way and That in the
This Way and That in the Mind.
Mind.
Incubation
Ceasing Analysis and Putting the
Ceasing Analysis, Putting the Problem
Problem Out of Conscious Mind for
Out of Consciousness for a time.
a Time.
Illumination
A Sudden Inspiration or Intuitive
Revelation About a Potential Solution.
Verification
Studying the Idea, Evaluating It, and
Developing It for Practical Usefulness.
Getting Creative Input
Read anything
related to the
product or
market!
market
Use the
Use the
product to
product to
become
become
familiar with
familiar with it
it!
Work in and
learn about
the client’s
business
Listen to what
people are
talking
talking about!
about
Ask everyone
involved for
information!
information
Marketing Research Methods Employed to
Probe Consumers’ Minds
Figure 5-5
Copy Platform
6. Supporting Information and Requirements
5. Creative Strategy Statement
4. Selling Idea or Key Benefits to Communicate
3. Specify Target Audience
2. Advertising and Communications Objectives
1. Basic Problem Advertising Must Address
Example
Volvo “Cross Country”
1. Key Benefit
• Goes off road
2. Support Claims
•
Picture of it outside
Other examples
FOR THE FOLLOWING ADS:
1. What are the Key Benefits?
2. What are the Support Claims?
Evaluation Guidelines
• Is the ad consistent with the marketing objectives?
• Does the ad communicate what it’s supposed to?
• Does it communicate a clear, convincing message?
• Is it an appropriate style for the product?
• Does the execution overwhelm the message?
• Is it appropriate for the target audience?
• Is the advertisement truthful and tasteful?
Quote of the Day
I don’t care about awards.
I want to sell product.
• James Harralson
(CEO Royal Crown Cola)