Marketing Integration: Positioning

Question 1

Positioning

Answer 1

Implies a frame of reference usually against the competition

should strive to own a word in the mind of the consumer
Examples:

Fed EX- overnight
Xerox- copying
BMW- ultimate driving machine
Kleenex- tissue

KEY POINT- Effective positioning is a major key to success for any brand

Ries & Ries- The most important aspect of a brand is its single mindedness- loss of singularity weakens a brand

Question 2

Success Factors for Positioning

Answer 2

Success factors:

Substance- offer real value-functional or emotional

Consistent over time- brands are not built over night

Internally consistent- all communications build on it

Simple- one word if possible

Distinct- create image that there is no brand quite like yours

Question 3

Positioning strategies - Product Characteristics/Consumer Beliefs

Answer 3

Using Product Characteristic or Consumer Beliefs

-most frequently used strategy

Characteristic can be:
 Physical characteristic

 Benefits (functional or emotional)

NOTE: can position along two or more dimensions, but must be careful not to create ‘fuzzy ‘image

Question 4

Positioning Strategies-Price/Quality

Answer 4

Can emphasize:

High price- quality

Lower price- better deal or value

Question 5

Positioning by Usage or Application/User

Answer 5

Positioning by Usage or Application

Product usage (vs. features) provides differentiation
Example:
Arm & Hammer Baking Soda: odor destroyer

Positioning by Product User

associate with user or class of users

Question 6

Positioning by Cultural Symbols

Answer 6

relate to cultural symbols which competitors are not using
Examples:
Green Giant
Pillsbury Dough Boy

Question 7

Positioning by Competitor

Answer 7

competitor usually implicit; however, sometimes can be explicit point of reference

Useful when:

Competitor has strong, well-defined image which can be referenced

Brand has a competitive advantage

can also benefit by associations with leader