SEGMENTATION: splitting the market into different segments.
TARGETING: cselection of the segments to be approached.
POSITIONING: built the offer.
Index:
- Positioning;
- Positioning Tools;
- Re-Positioning.
Positioning:
- Positioning deals with a space dimension (position);
- Positioning is the phase through which a firm decides how it wants to be perceived by the market;
- The space dimension is the consumer’s mind.
The act of “drawing” the firm’s offer and image in a way to be set in a precise position in the target consumers’ mind
Kotler 2000
EXAMPLE: PoliMi > Positioning: Is first in architecture and design. It’s 48 in the world for engineering. It’s strong in production and logistics.
P starts the communication and define a positions 3 years ago, defining english classes.
-> Positioning means working on the perception.
-> Customers automatically compare our offer with the competitors’ one.
EXAMPLE: Pagani, customer paied for a car but he didn’t like the color. He send it back. Pagani sells 60 car in a year, but the perception is very high.
Levels of Positioning:
- STRATEGIC PRODUCT POSITIONING: Analyzing the strength of the product positioning into the customers’ mind and its differential elements towards competitors;
EX: FIAT is good quality approach, small and city car. Italian design,
- STRATEGIC PORTFOLIO POSITIONING: Analyzing the products/brands mix in a portfolio strategy perspective.
Objectives:
- To understand which factors consumer mostly consider to choose;
- To understand the relative importance of each factor in the consumer’s path to purchase;
- To value how consumers behave towards competitors’ offers;
- To find “free spaces” for a distinctive positioning
Positioning Benefits:
- It helps to create the right marketing plan (above all for pricing);
- It helps to find new marketing niches, or generally speaking new opportunities;
- It helps to find a better product positioning through the right marketing leverages.
Some wrong business myths about positioning
- To win against competitors, you must have the better product (Olivetti and IBM);
- You can’t choose your competitors (actually you can choose it, going in the market or not);
- Innovation means better products and technology.
Positioning Tools:
Perception Map:
-> ORIZZONTALE: –> INNOVATION;
Value Curve
-> These model should help you to define how positioning in a new sector.
Examples:
Beer:
-> Key Perception:
- Sweetness;
- Alchol content
Perception of map of the soap market:
Attributes Choice:
- Specific for each product and sector;
- There can be techincal, functional, economic, emotional features.
| Cars: | Toothpastes: |
| Prestige, Innovation; Sportsmanship; Comfort; Safety; Durabuility; | Freshness; Whiteness effect; Hyigene; Flavor; Format. |
Yougurt:
Danone is the world leader in yougurt.
Cars:
Microwave and Owen Indian Market:
-> LG stay for Lucky GoldStsar.
Strategic Positioning:
-> Positioning > Critical Success factors:
- Adressed to a precise customers’ segment;
- Linked to a “mental category” that already exists in the mind of the target;
- Delimited and defined what wanna do;
- Simple and clear;
- With a clear competitive advantage;
- Long-lasting (in the limits of consumers’ behavior changes & how brand stay in memory of consumer);
- Coherent.
Functional Positioning:
-> Characteristics of product (Rational side);
🔗It’s like a value curve but not orizontally, but in a radar map.
Emotional Positioning:
-> History of the brand, what emotion arise (Emotional side);
Re-Positioning:
-> Positioning changes can be influenced by:
- The environment:
- The demand:
- The competition:
When?
- Radical change of the consumer;
- Competitors’ strategic movement;
How?
-> The brand image in the customers’ mind is usually deep-seate): keep a “filrouge” with the past to facilitate the process of product identification.
-> TYPES:
- Change the perception on one or more feature through one or more marketing leverage:
New product launch on different segments (with different perceptions among customers):
Focus on the same product, extegnding the perceptions on the product:
