品牌產(chǎn)品市場(chǎng)定位

品牌產(chǎn)品市場(chǎng)定位第1頁(yè)/共55頁(yè)P(yáng)ositioning?

Positioningisatechniquewhichthemarketingmanhastoemploywithalotofcare&pre-planning.Bypositioningaproductinaparticularway,marketingmaniscommittingtheproducttotheparticulardecision&situation.

Itmeansputtingtheproductinapredeterminedorbit第2頁(yè)/共55頁(yè)P(yáng)roductPositioningItistheactoffixingtheexactlocusoftheproductofferinthechosenmarket;itdecideshow&aroundwhatdistinctivefeature,theproductofferhastobecouched&communicatedtotheconsumers.Whiledoingthisthefirmanalysesthecompetitorspositionssearchesitsowncompetitiveadvantages&thenidentifiesthebestpossiblepositionfortheproduct.Letsusunderstandproductpositioningthroughcertainexamples.第3頁(yè)/共55頁(yè)P(yáng)ositioningofComplan:Itwasalsopositionedagainstmilkandasahealthbuilder.Complanclaimedsuperiorityovermilk.Thepromotionlistedouttheadditionalnutritiveagentsitpossessedovermilkandpositioneditasaproductsuperiortomilkinhealthbuilding.AmulMilkPowder:AmulMilkPowderwhichalsopositionedvis-à-vismilk,waspositionedasconvenientandreadysubstitutetomilkandnotassuperiortomilk.AmulMilkPowderthe‘milkman’forthousandsofhouseholdswasnotpositionedashealthbuildereitherwhereascomplanwaspositionedasahealthbuilder.第4頁(yè)/共55頁(yè)P(yáng)ositioningonLuxury,Economy,Quality,Fashion…..;Oberoihotelispositionedontheplankofluxury&exclusiveness,HeroHonda100ccmotorbikeispositionedontheplankofeconomyandaimed@middleclassmarket,SurfispositionedonqualityVimalfabricsarepositionedonfashionforlovingandwell-to-doconsumers,Nirmaispositionedontheplankoftheeconomy&price-conscioussegment.第5頁(yè)/共55頁(yè)P(yáng)roductPositioningWho--Why--HowTowhomarewemarketing?Whyshouldtheybuyit?Howdowebestmaketheclaim?第6頁(yè)/共55頁(yè)Usersvs.non-users(primaryvs.selectivedemand)Targetmarketcriteria(demographic,geographic,psychographic,benefitsegmentation)Everybody--nonarrowingdown(masscustomization,Post-Itnotes)Therealissuehereiscommitment--byallNPDparticipantsandbymanagementToWhomAreWeMarketing?第7頁(yè)/共55頁(yè)WhyShouldTheyBuyIt?Thistoowehavebeentesting--basicconceptstatementusedfortestingandforguidingtechnical(e.g.,QFD“Whats”),andthekeyreasononthe“Howlikelywouldyoubetobuythisifwemarketedit?”(productusetest)Formattedinthreeways:Solvesmajorproblemcurrentproductsdonot.Bettermeetneedsandpreferences.Lowerpricethancurrentitems.第8頁(yè)/共55頁(yè)HowDoWeMaketheClaim?Productpositioningstatementisastrategicdriver--acoreitem--notalistofadvantages.Somenewproductsgetoneshortsentence--technicalitemsmore.Canbestatedasoneormorefeatures(whatitis).Canbestatedasafunction(howitworks).Canbestatedasoneormorebenefits(howtheusergains).Canbestatedasasurrogate(nofeatures,functions,benefits).第9頁(yè)/共55頁(yè)P(yáng)roductPositioningOptionsPositiontoanAttributeFeatureFunctionBenefit(directorfollow-on)PositiononaSurrogateNonpareilParentageManufactureTargetRankEndorsementExperienceCompetitorPredecessorFigure17.2第10頁(yè)/共55頁(yè)P(yáng)ositioningofaBrandTherecertainbrandsandcompanieswhichoccupyadominantpositionintheconsumer’smind,onaccountofthedistinctionthatthebrandorcompanyhasalreadyattainedForexamples:Iwillbepresentingcertainworldwidebrands,andyoucanshowmehowloyalyouaretoyourbrand?第11頁(yè)/共55頁(yè)What'smybrand?第12頁(yè)/共55頁(yè)Instructions:Ingroups,lookatthebrandlogos.Makealistofthebrandandwhattheysell.Theteamwiththemostcorrectbrandandproductassociationswins!What'smybrand?第13頁(yè)/共55頁(yè)第14頁(yè)/共55頁(yè)第15頁(yè)/共55頁(yè)第16頁(yè)/共55頁(yè)第17頁(yè)/共55頁(yè)Coca–cola

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What'smybrand?MicrosoftComputersoftware第18頁(yè)/共55頁(yè)InternationalBusinessMachines

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Electronics

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Investment

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software第34頁(yè)/共55頁(yè)Canon

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sportsapparelWhat'smybrand?Rolex

watches第47頁(yè)/共55頁(yè)P(yáng)orsche

sportscarsWhat'smybrand?Levis

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