Posisioning

THE POSITIONING PROCESS PART II
Prepare by: Carlos A. Guzmán Rojas

THE POSITIONING PROCESS
1. Identify relevant set of competitive produts serving a target market.

2. Identify the set of deterterminat attributes that define “the product space” in which positions of current offerings are located.

3. Collect information from a sample of customers and potential customers aboutperceptions of each product on the determinant attributes.

4. Determine product´s current location (positioning) in the product space.

THE POSITIONING PROCESS
5. Determine customer´s most preferred combination of determinant attributes.
Identify positions Where additional New products Mignt be placed.

6. Examine the fit between preferences of market segments and current position of product(market positioning).

7. Write positioning statement of value proposition to guide development and implementations of marketing strategy.

STEP 6: CONSIDER FIT OF POSITIONS WITH CUSTOMER NEEDS AND SEGMENT ATTRACTIVENESS
• “…Differences between customers´ ideal points reflect variations in the benefits they seek, a market positioning analysis can simultaneously identify distinct market segmentsas well as the perceived position of different brands…” P.165

STEP 6: CONSIDER FIT OF POSITIONS WITH CUSTOMER NEEDS AND SEGMENT ATTRACTIVENESS

• “…When customer´s ideal points cluster in two or more locations on the product space map, the analyst can consider each cluster a distinct market segment…”
P. 166

STEP 6: CONSIDER FIT OF POSITIONS WITH CUSTOMER NEEDS AND SEGMENT ATTRACTIVENESSSTEP 6: CONSIDER FIT OF POSITIONS WITH CUSTOMER NEEDS AND SEGMENT ATTRACTIVENESS

• Step 6 not only concludes the analysis portion of the positioning process and crystalizes the decision about the positioning a product should hold, but it also can uncover locations in the product space where additional new products could be positioned to serve customer needs not well served by currentcompetitors. P. 166

Step 7: Write Positioning Statement or Value Proposition to Guide Development of Marketing Strategy

POSITIONING STATEMENT
• • • • Position? Reposition? Market targeting Market positioning analysis. • The position chosen should match the preferences of a particular segment and should take into account the current positions of competing brands.

• It should also reflect thecurrent and future attractiveness of target market (its size, expected grow, and environmental constraints) and the relative strengths and wealnesses of competitors.

POSITIONING STATEMENT
Market targeting Market positioning analysis
? ?

Positioning

Repositioning

POSITIONING STATEMENT

• Most succesful products are positioned based on one or, at most two determinant attributes,whether physical or perceptual.

POSITIONING STATEMENT
• Where there are no real product differences, as in so-called me-too products, or no differential benefits to the user.

POSITIONING STATEMENT

POSITIONING STATEMENT

POSITIONING STATEMENT

POSITIONING STATEMENT
• Once the desidered positioning for the product has been determined. It´s a good idea to write it down so thosecharged with developing and implementing the marketing strategy have a clear understanding of what is intended for the product and where it will fit in its competitive set.
P. 167 Marketing Strategy / Walker/Mullins/Boyd/Lerréché

POSITIONING STATEMENT
• Two approaches are commonly used for doing so. • In a classical approach, a positioning statement is written. • A more recent approach, onebeing adpoted in growing number of firms, involves writing a value proposition for the product.

POSITIONING STATEMENT
• Both positioning statement and value propositions should generally reflect a unique selling proposition (USP) that the product embodies. • In this sense, they reflect the basis on which the marketer intends to win sustainable competitive advantage by differentiating the...