Positioning

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Positioning
Daniel Rogers
Malgorzata Puszczynski
What is Positioning?

Positioning: Differentiating a brand in customers’
minds over and against competitors in terms of
attributes and benefits that the brand does and does
not offer.

Simply put, positioning is the process of developing
a strategy for “staking out turf” or “filling a slot” in
the mind of target customers.

Positioning has traditionally been done
based on attributes and benefits, quality and
price, use or user, and the competitor; while
recent global marketing campaigns have
been focused on global consumer culture
positioning, local consumer culture
positioning, and foreign consumer culture
positioning.
Positioning by Attribute or Benefit

Exploits a particular attribute, benefit, or
feature of the product being sold.

Economy, Reliability, and Durability are
frequently used positions that use product
attributes, benefits and features.

Who do you think of when “cheap food” is mentioned?
Which car company is the safest?
Which batteries last the longest?

Most consumers have immediate answers to these
questions due to the positioning of companys’
products in their minds.
Positioning by Quality and Price

Focuses on positioning a brand as a
superpremium entity.

Rolex, Rolls Royce, and Grey Goose Vodka
all position themselves in customers minds
as the best there is of their type of product.
Positioning by the Use or User

Focuses on what amazing thing the product can be used for or
who is using the product?
What do the professionals use?

For example:
–
Donovan McNabb’s mother depended on Campbell’s soup to turn
her son into a star quarterback.
or
–
Hospitals only depend on our battery to run back up power to their
heart monitors.
Positioning by Competitor

One company implicitly or explicitly refers to
competitors to position its own product.

For example:
–
Alltel circle of friends commercial.
or
–
Burger King showing a small hamburger patty referring to
McDonald’s.
Global Consumer Culture Positioning

Indentifies the brand as a symbol of a particular global culture
or segment.

High tech products- products associated with high levels of
customer involvement. Consumers have specialized needs or
interests & rational buying motives.

High tech brands are usually evaluated in terms of their
performance against established objective standards.

Marketing communications need to be
informative & emphasize performance
related attributes & features.

Consumers are generally energized by
emotional motives rather than rational ones.
Foreign Culture Positioning

Associates the brands users, use occasions
or production origins with a foreign country or
culture.
Local Consumer Culture Positioning

Associates the brand with local cultural
meanings, reflects the local cultures norms,
portrays the brand as consumed by local
people in the national culture or depicts the
product as locally produced for local
consumers.
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