1. POSITIONING Meeting 9

2. Positioning  1 st element from PDB Triangle  1 st step before setting strategies  1 st step to create differentiation  1 st base to build brand equity

3. Southwest Airlines

4. Al Ries & Jack Trout defined..  Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect.

5. Volvo: the safest car

6. Coca Cola: the real “thing”

7. Philip Kotler defined..  Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the target customers, benefits, and process.  Positioning is the value proposition that becomes a reason why consumers buy the product.

8. Plaza Senayan: The ultimate malling experience

9. Iwan Fals: Penyambung Lidah Rakyat

10. Four Criteria to Build Positioning  Customer  Company  Competitor  Change

11. #1: Customer  Positioning must be “the reason to buy” for consumer.  Company must describe the value that becomes asset for customers.

12. Ramayana: value for money

13. Amazon: the most convenient book retailer with the biggest selection and lowest price  Easy shopping  Most complete collection  Cheap

14. Vegeta: hi-fiber drink  For slimming  Reduce cholesterol  Prevent diseases

15. #2: Company  Do not over promise under delivery  Example: Amazon’s Positioning as “the most convenient book retailer with the biggest selection and lowest price”  Sophisticated search engine  Good logistic  Cheap price

16. #3: Competitor  Unique, hard to imitate, & sustainable

17. #4: Change  Whenever your positioning is irrelevant, do REPOSITIONING  What makes positioning irrelevant:  Change in market  Change in consumer behavior  Change in socio-culture  Etc..

18. Sampoerna A mild Kept Doing Repositioning Changes in Tagline & Positioning Statement:

19. Positioning Paradox  Positioning should be consistent and not easy to change  But in other hand, we have to keep doing repositioning if business environment has changed.  PLAY BEAUTIFULLY!

20. When to do Repositioning:  #1: When the going gets tough  #2: When we’re about to enter new market  #3: When there’s new trend  #4: When there’re changes in value offering

21. How to Create Positioning?  Based on value proposition & benefit  Based on achievement  Based on targeted market segment  Based on attributes  Based on (new) business that you enter  Based on usage  Based on product that you offer  Based on originality

22. Positioning Based on Value Proposition

23. Positioning based on Achievement

24. Positioning based on Targeted Market Segments

25. Positioning based on Attributes

26. Positioning based on (new) business  From British Petroleum to Beyond Petroleum

27. Positioning based on Usage

28. Positioning based on Product’s Type

29. Positioning based on Originality

30. Positioning based on 5 dimension of Service Quality  Reliability  Assurance  Tangibles  Empathy  Responsiveness

31. Positioning based on Reliability

32. Positioning based on Assurance

33. Positioning based on Tangibility

34. Positioning based on Empathy

35. Positioning based on Responsiveness

36. Steps to Design Positioning  #1: Identify relevant target segment  #2: Define customers’ “frame of reference”  #3: Formulate point of differentiation  #4: Define Product’s Competitive Advantage

37. How to Communicate the Positioning (1)  Be creative

38. How to Communicate the Positioning (2)  Simplicity

39. How to Communicate the Positioning (3)  Consistent yet flexible

40. How to Communicate the Positioning (4)  Own, dominate, protect

41. How to Communicate the Positioning (5)  Use their language