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Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Chapter 9 Positioning Decisions.

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Presentation on theme: "Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Chapter 9 Positioning Decisions."— Presentation transcript:

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2 Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Chapter 9 Positioning Decisions

3 Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Positioning is the act of designing the companys offering and image to occupy a distinctive place in the the target markets mind.

4 Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Exhibit 9.4 Steps in the Positioning Process (1 of 2) 1. Identify relevant set of competitive products. 2. Identify the set of determinant 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 about perceptions of each product on the determinant attributes. 4. Analyze intensity of a products current position in customers minds.

5 Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Exhibit 9.4 Steps in the Positioning Process (2 of 2) 5. Determine products current location the product space (product positioning). 6. Determine customers most preferred combination of determinant attributes. 7. Examine the fit between preferences of market segments and current position of product (market positioning). 8. Select positioning or repositioning strategy.

6 Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Exhibit 9.5 Product Category and Brand Positioning (1 of 2) Source: Adapted from P.S. Busch and M.J. Houston, Marketing Strategic Foundations (Burr Ridge, IL: Richard D. Irwin, 1985), p A. Product category positions (breakfast foods market) Expensive Inexpensive Quick Time- consuming Bacon and eggsCold cereal Instant- breakfast drinks Hot cereal Pancakes

7 Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Perceptual Map MagicMountain Japanese Deer Park BuschGardens KnottsBerryFarm LionCountrySafariMarineland of the PacificDisneyland Economical Fun rides Exercise Fantasy Good food Easy to reach Educational,animals Little waiting Live shows

8 Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Positioning Map: Automobiles For Generation Yers More Edgy Less Edgy ExpensiveInexpensiv e Scion Kia Sorrento $13k Cube Civic $20K

9 Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 n What is Scions Mission Statement? "To satisfy a trend setting youthful buyer through distinctive products and an innovative, consumer-driven process."

10 Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Exhibit 9.6 Perceptual Map of Womens Clothing Retailers in Washington, D.C. Washington 1990 Womens fashion market Womens-wear value for the money Worst valueBest value Womens-wear fashionability Conservative versus current versus very latest Neiman-Marcus Saks Bloomingdales Hit or Miss The Limited Macys Nordstrom Garfinkels Casual Corner Kmart Britches Sears Dress Barn The Gap Loehmanns TJ Maxx Sassafras Talbots Woodward & Lothrop JC Penney Hechts L&TMarshalls Source: Adapted from Douglas Tigert and Stephen Arnold, Nordstrom: How Good Are They? Babson College Retailing Research Reports, September 1990, as shown in Michael Levy and Barton A. Weitz, Retailing Management (Burr Ridge, IL: Richard D. Irwin, 1992), p. 205.

11 Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Exhibit 9.7 Perceptual Map of Womens Clothing Retailers in Washington, D.C., Showing the Ideal Points of a Segment of Consumers Washington 1990 Womens fashion market Worst valueBest value Womens-wear fashionability Conservative versus current versus very latest Neiman-Marcus Saks Bloomingdales Hit or Miss The Limited Macys Nordstrom Garfinkels Casual Corner Kmart Britches Sears Dress Barn The Gap Loehmanns TJ Maxx Sassafras Talbots Woodward & Lothrop JC Penney Hechts L&TMarshalls Source: Adapted from Douglas Tigert and Stephen Arnold, Nordstrom: How Good Are They? Babson College Retailing Research Reports, September Womens-wear value for the money

12 Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Exhibit 9.8 Perceptual Map of Womens Clothing Retailers in Washington, D.C., Showing Five Segments Based on Ideal Points Washington 1990 Womens fashion market Womens-wear value for the money Worst valueBest value Womens-wear fashionability Conservative versus current versus very latest Neiman-Marcus 2 Saks Bloomingdales Hit or Miss The Limited Macys Nordstrom Garfinkels Casual Corner Kmart Britches Sears Dress Barn The Gap Loehmanns TJ Maxx Sassafras Talbots Woodward & Lothrop JC Penney Hechts L&TMarshalls Source: Adapted from Douglas Tigert and Stephen Arnold, Nordstrom: How Good Are They? Babson College Retailing Research Reports, September

13 Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998

14 Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Exhibit 9.3 Comparisons of Physical and Perceptual Positioning Analysis Physical positioning Technical orientation Physical characteristics Objective measures Data readily available Physical brand properties Large number of dimensions Represents impact of product specs and price Direct R&D implications Perceptual positioning Consumer orientation Perceptual attributes Perceptual measures Need for marketing research Perceptual brand positions and positioning intensities Limited number of dimensions Represents impact of product specs and communication R&D implications need to be interpreted


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