1. Product Positioning Sports and Entertainment Marketing

2. Why is product positioning important to marketers?  Separate yourself from other products in the market  Consumers are bombarded with advertising, and the consumers will only accept what is consistent with their prior knowledge and experience

3. Product Positioning  The efforts a business makes to identify, place and sell its products in the marketplace  Businesses identify customers wants and needs  Determine how they compare to the competition  Some businesses want to be very different from competitors products

4. Goal of Product Positioning  Set the product apart from the competition: 1. Wendy’s  Square Hamburger - Never Frozen 2. Burger King-  Flamed Broiled Hamburgers

5. Positioning By Price  Position within a product line  Positioning by price and quality stresses high price as a symbol of quality and low price a symbol of value  Economy line, Mid-price line, Luxury line

6. Positioning By Features and Benefits  Products are associated with a feature, attribute or customer benefit  Clorox developed “Greenworks” for the Eco-Friendly target market

7. Positioning in Relation to the Competition  Positioning to compete directly with the products of other companies  Common strategy when one company is trying to solidify an advantage over another company  Not good to compete with an industry leader  Better to compete with an underdog

8. Positioning in Relation to Other Products in a Line  Individual products may be positioned in relation to other products in the same line  iPod Shuffle  iPod Nano  iTouch

9. Can Athletes and Entertainers be positioned in the marketplace? 

10. Class Activity  You are now going to create a PowerPoint describing the positioning strategies of an entertainer or athlete of your choice. 1. Introduction Slide 2. Agenda Slide 3. Name and picture of your product or person 4. “Who am I?” description and picture (describes the person not just the job) 5. “What do I do?” description and picture 6. “For who am I?” description and picture (remember the who is the target market) 7. Create a positioning statement for your product/person List three reasons for the person’s positioning with relation to the competition 8. Conclusion Slide