2. Product Positioning Pertemuan 12 Matakuliah: J0114/Manajemen Pemasaran Tahun: 2008

3. Bina Nusantara Learning Outcome: Students can choose positioning strategy to communicate products

4. Bina Nusantara Material Outline Base of positiniong Positioning development Positioning communication

5. Bina Nusantara Base of Positioning Value and Benefit. –Lifebouy is positioned to be hygiene soaps for family. Extra Joss is positioned to be energy drink Achievement. Things that a product can achieve. –Bank Mandiri is positioned to be the largest bank in Indonesia. Teh Botol Sosro claims to be ‘expert of tea’ Market segment. –Singapore Airlines aims to serve for middle-upper class. Hilton is known for its exclusivity reflected from its consumer segment

6. Bina Nusantara Base of Positioning Attributes –BCA positioned itself to be a bank offering convenience and ease during transactions. As its proof, it provided consumers with ATM in huge trading areas, online banking and so forth. New business –British Petroleum changed its name to Beyond Petroleum to reflect its changing business from petroleum company to energy company Product Usage –Kijang is known as family vehicle. Its multipurpose characteristics reflect the positioning statement it made. Originality –Coca cola is known for its ”The Real Thing” tagline. A Mild claims to be the pioneer in its category as it is stated “Other Only Can Follow”.

7. Bina Nusantara Positioning Development Identify relevant target segment –How can we build trust as we know who our consumer is? –Identify target segment behaves –Research is not ‘The Only Tool’ Find Frame of Reference –Positioning must appoint to ‘who’ this positioning is given –Starbucks states its positioning to be the world’s finest coffee experience. This brand offers not only regular coffee but also experience to be exposed to coffee.

8. Bina Nusantara Positioning Development Decide Point of Differentiation –“why” consumers have to pick up this brand? –Uniqueness, differentiation that can differ our goods from competitor’s. –Nokia’s point of differentiation is its technology. From this, it builds human technology. Thus it relates to its positioning “connecting people”.

9. Bina Nusantara Positioning Development Determine competitive advantage offered –Nokia with its point of differentiation, succeeded in producing this point of differentiation into a cell phone with fine arts, large screen, artistic design and colorful cases. –Sosro defines its point of differentiation (Expert of tea) by producing new flavor of tea with different brand name.

10. Bina Nusantara Positioning Communication Be creative –Finding a uniquely different message –Message should be congruent with the characteristics of targeted segment. E.g.: Oreo creates the tagline to show how to eat a biscuit. Simplicity: – No matter difficult your positioning statement is, a good marketer is able to communicate it in a simple manner Consistent and flexible –Lux soap dictates what consistency means. From the beginning this soap was launched, the main statement it shown was a beauty soap for celebrity.

11. Bina Nusantara Positioning Communication Dominion –as a product has successfully created a ‘word’ in consumers mind, next step would be to be the master in that segment Use their language –Words used to express the positioning should be taken from target market langguage (words they commonly use)

12. Bina Nusantara Conclusions There are many bases of positioning. One should pick up according to the value needed by target segment. Thus, a complete and careful study of target segment is required. A positioning statement should be relevant, unique, containing competitive advantage within, and flexible enough to be re-positioned. In communicating a positioning statement, one should be creative, simple flexible, dominant, and using target segment language.