BMI3C
Name:
Chapter 6: Positioning & Branding
Canadian Marketing Profile: ALDO (P.204-205)
1. What is Aldo Shoes’ target market, and how does the company use its marketing
strategies to position itself in that market?
2. What was the company’s innovative plan for positioning itself in the US market?
3. Describe Aldo’s value-added approach to customer service.
6.1 What is Positioning?
A position is…
Positioning allows people to…
Marketers position…
State the “Top-of-the-Mind” brands for the following:
Product
Brand
Product
Sport Shoe
Pop
Headphones
Cell phones
Backpacks
Paper
Jeans
Car
Coffee Shop
Pens
Chips
TV
Brand
BMI3C
Name:
6.2 Types of Positioning
Types
Description & Examples
1. B
Positioning
.
2. T
Positioning
.
3. P
Positioning
.
4. D
Positioning
.
5. S
Positioning
.
Indicate which type of positioning related to each slogan:
1.
“Nothing comes between me and my Calvins” (Calvin Klein Jeans)
2.
“Plop, plop, fizz, fizz – oh what a relief it is!” (Bayer’s Alka-Seltzer)
3.
“Billions and billions served” (McDonald’s)
4.
“When it absolutely, positively has to be there overnight” (Federal Express)
5.
“Always Low Prices, Always Wal-Mart” (Wal-Mart)