Positioning Strategy & Statement Flashcards
Define the positioning strategy
multi aspected beast. can be the product (usually engineering companies), the price v quality ratio, usage or application others cannot match, category, product users, competition, cultural symbols.
Name the 10 positioning strategies
- product features
- design and style
- experiential stimulation
- values and personality
- user image
- price
- saliency
- channel choice
- customer service
- customer intimacy
Name an example of the product features positioning strategy
Dyson, Tesla
Name an example of the design and style positioning strategy
Bang & Olufsen, Aston Martin
Name an example of experiental stimulation positioning strategy
hagen dasz, magnum
Name an example of the values/personality positioning strategy
bertolli
Name an example of the user image positioning strategy
harley davidson
Name an example of price positioning strategy
colruyt, aldi usa
Name a saliency positioning strategy
coca cola, converse
name a channel choice positioning strategy
eves rochet
name a customer service positioning strategy
enterprise car rental
name a customer intimacy positioning strategy
apple
what is the objective of a positioning strategy?
competitive and optimal
what elements are needed to create a positioning statement?
Defining and communicating a competitive frame of reference
Choosing and defining POD’s and POP’s
How can a competitive frame of reference be defined and communicated?
Define the category
know which products or set of products your brand is competing with
tell the consumer which goals they can achieve by buying and using the product
Name the 3 desirability criteria of POD’s
Relevance: target consumers must find the POD important and personally relevant
Differentiating power: target consumers must find the POD superior and differentiating from competition
Credibility: a brand has to give a convincing and credible reason why consumers should choose for that brand
What is the criteria for transferability of POD’s?
Feasibility: is the company able to create the POD in real life?
Easy to communicate: what are the perceptions of the brand and the resulting brand associations of consumers?
Durability (sustainability): is the positioning defensible and difficult to attack?
What should the positioning be?
differentiating and desireable that only your brand can offer the consumer
What is a positioning statement?
marketeers attempt to summarise the positioning strategy in 1 sentence
What is the result of a positioning statement?
forces to make decisions
all stakeholders must agree upon this
work instrument to keep going a direction that is differentiating, unique, and desireable for customers.
clear structure
What is the AIDA model?
Tracks the customer journey through awareness interest desire and action
