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

2. 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

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

4. 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

5. 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

6. 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)

7. 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

8. 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

9. 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

10. 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?”

11. 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)

12. 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

13. 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