1. Types of Postioning

2. The impression or perception a consumer holds about a product is directly influenced by the impact of the marketing strategy
Tangible factors such as price, quality, where a product is available, and the style of advertising influence consumers’ perceptions positively or negatively
In the implementation stage, there are several common strategies used to position a product
Positioning Review

3. In head on positioning, one brand is presented as an alternative “equal to” or “better than” another brand
This strategy is usually initiated by a brand challenger, typically the number two brand
Compete directly with leading brand for the same target consumers
Usually this is because the products are similar in attributes and benefits, and most people want essentially the same things
Financially draining as it requires large ad campaign and is usually counteracted by the other brand
Example: Pepsi Challenge
Pepsi challenged people who “prefer coke” to try both colas without label as they felt most people would pick Pepsi
Head-On Positioning

4. Steps Involved In Segmentation and Positioning
Identify Segments (Target) Based On
Demographics
Psychographics
Geographics
Behavior Response
Selected Targets with Greatest Potential
Devise Positioning Strategy
Devise Marketing Strategy
Product
Price
Marketing Communication
Distribution
Steps Involved In Segmentation and Positioning

5. Brand Leadership Positioning
Brands that are market leaders can use their large market share to help position themselves in the minds of the customer
Their marketing communications are designed clearly to state that the product is successful, a market leader, and highly acceptable to most consumers
Examples:
Coke
“Cant beat the real thing”
“Always Coca-Cola”
Visa
“All You Need”
Brand Leadership Positioning

6. Product Differentiation Positioning
Product differentiation is the incorporation of attributes, such as quality or price, into a product to encourage the intended customers to perceive it as different and desirable
For example
If your company sells seat belts to automotive manufacturers, perhaps your unique value is never-fail, on-time delivery with no rejected belts
If other seat belt manufacturers are not meeting these desired goals, you will have a unique advantage against your competition, and will have differentiated your seat belts from those of your competitors.
Product Differentiation Positioning

7. Technical Innovation Positioning
Technology is often important to an entire company rather than just a single product
It is a huge advantage to the company to be leading technology innovation
Technology leading companies often have a reputation that sticks in a customers mind
Example: The new Galaxy always introduces new tech, customers wait for them to show “the future of phones”
Furthermore, big leaps in technology can change an industry completely
Example: Hockey sticks predominately being made from wood now being heavily replaced by composite
Technical Innovation Positioning

8. Lifestyle Positioning
In crowded markets, companies must find new ways to attract customers
By using psychographics marketers have been able to create products and advertisements to “match the lifestyle” of their customers
Example: Redbull
Redbull uses the feelings of excitement from extreme supports to attract customers
Example: Mountain Dew
“Do the Dew”
Using excitement and video games to attract customers
Lifestyle Positioning

9. Repositioning refers to the major change in positioning for the brand/product
To successfully reposition a product, the firm has to change the target market’s understanding of the product.
This is sometimes a challenge, particularly for well- established or strongly branded products.
Firms may consider repositioning a product due to declining performance or due to major shifts in the environment.
Many firms choose to launch a new product (or brand) instead of repositioning because of the effort and cost required to successfully implement the change.
Repostioning