How shall we do it? 4 Where and how Positioning, the choice of - target market (where) - differential advantage (how) Clarity Consistency Credibilitycompetitiveness Successful positioning

Positioning 4 A products position is the way the product is defined by the consumers on important attributes - the place the product occupies in consumers mind relative to competing products

Object Positioning 4 Identifying competing brands 4 Identify attributes 4 scoring of attributes 4 plotting score map

Brand and brand equity 4 Brand A brand is a distinguishing name and/or symbol intended to identify the goods or service of either one seller or a group of sellers, and differentiate those goods or services from those of competitors 4 Brand Equity Brand Awareness Brand Loyalty Perceived Quality Brand Associations Other Proprietary Brand Assets

Identifying Attributes 4 Dimensions of the object used by the consumers for –describing the object and –reflecting attitudes against the object 4 Attributes can be associated with positive or negative attitudes –find attributes with positive associations –changing attitudes

Scoring of attributes 4 Brainstorming –Mind mapping 4 Semantic Differential Scale (Osgood scale) –Describing the object by Value (Appreciation) (happy - sad) Power(strong - weak) Activity(fast - slow)

Perceptual mapping 4 Plotting score maps A perceptual map of supermarkets High price Low price Wide product range Narrow product range A B C D E F X G

Positioning strategies 4 Strengthen the current position – in the mind of consumer 4 Search for new unoccupied position –“look for a hole in the market and fill it” 4 Reposition of the competition –differentiation against competitors

Communication information to the market - promotion and advertising information from the market - market research personal selling Distribution channels/entries transport and logistics Connecting to the market

Information to the market 4 Promotion and advertising –“The Message” Clarity –make it simple Consistency –following up the idea (the concept) Credibility –“we trust in you!” Competitiveness –“is this your market?”

Information from the market 4 Marketing research –Secondary data Marketing Information Systems (MIS) –Internal and external data »existing customers and registers »market index –analyzing data (by using spread sheets Lotus, Excel) – –Primary data Consumer panels (tests) Experiment Field research (interviews)

Personal selling 4 Information from/to the market –Who knows the market? Consumer marketing Business to Business marketing Marketing to organizations 4 Education and training of staff –awareness of the goals and strategies of the firm –knowledge on products and markets –collecting and reporting information

Distribution 4 Channels for distribution –how the product is made reachable for the buyer / consumer? –modes of entering the market 4 Channels for / Ways of payment –? 4 Transport –packing / quantity 4 Logistics –time of delivery (JIT) / storing