1. Brand Positioning Decisions

2. Positioning
“The art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it meaningfully apart from competition.”

3. Market Positioning Strategy
Concerns the final decision of the market(s) in which firms wish to compete, combined with specific elements of the marketing mix designed to fulfill the respective needs of the market(s).
Guiding principle and direction for:
Product
Price
Distribution
Marketing communications

4. Market Position
The reaction of the market to the firm’s marketing programs.
The intended or unintended consumer beliefs of the organization’s efforts, not the current or past strategic plans of marketing managers.

5. Illustration of Market Positioning Strategy
Figure 5-1

6. Brand Positioning Strategy
Relates to the intended image of a product or brand relative to a competing brand for a given competitive space as defined by certain product market or category characteristics.
A key decision prior to determining the most effective selling message of the advertising or the IMC.
Brand Positioning Strategy  Part of the overall advertising or IMC plan.
Brand Position  Exists in the minds of the target audience.

7. Brand Position Illustration By Attributes
Figure 5-2

8. Brand Position Illustration By Benefits
Figure 5-3

9. Brand Positioning Strategy Via Brand Attitude
Salient Beliefs
Beliefs concerning specific attributes or benefits that are activated and form the basis of an attitude.

10. Multiattribute Attitude Model
Importance
(1-10)
Rating:
My Brand
Competitor 1
Competitor 2
Overall
A rating of 1 is the lowest or most poor score, 10 is the best

11. Cars – Compact SUV’s 9 7 8 6 5 Overall 223 251 Power Interior Space
Attribute
Importance
Rating:
My Brand - CRV
Toyota RAV4
Mazda
Power 9 7
Interior Space 8 6
4 WD
Style 5
Overall
223
251

12. Attitude Change Strategies
Increase or change the strength or belief rating of a brand on an important attribute
Change consumers’ perceptions of the importance or value of an attribute
Add a new attribute to the attitude formation process
Change perceptions of belief ratings for a competing brand

13. Brand Positioning Strategy Options
Options via Consumer and Competition
Positioning by Product Attributes and Benefits
Positioning by Product Attributes and Benefits
Positioning by Price/Quality
Positioning by Price/Quality
Positioning by Use or Application
Positioning by Use or Application
Positioning by Product User
Positioning by Product User
Repositioning
Repositioning
Positioning by Competitor
Positioning by Competitor
Positioning by product attribute/benefit—setting a product apart by stressing a specific characteristic or benefit offered.
Positioning by price/quality—in this strategy price/quality characteristics are stressed. For example, some products set themselves apart by assuming a very high price/quality association, while others become "price products."
Positioning by use or application—how a product is to be used may in itself lead to a positioning strategy. The shoe industry example offered in the text, and products such as Arm and Hammer baking soda and Black & Decker have capitalized on this strategy.
Positioning by product user—in this strategy the product is positioned at a particular group of users. The Valvoline example (Exhibit 5-8) demonstrates this strategy in practice.
Positioning by competitor—focus on directly communicating attributes and benefits with another competitor.
Repositioning—declining sales or changes in market conditions may lead a firm to reposition. An example of successful repositioning is Olay which was originally aimed at an older woman demographic. Procter and Gamble acquired the brand and repositioned it to younger women with a multitude of skin care products. Note that the word “Oil” as in Oil of Olay disappeared as well. This is a reflection of the repositioning strategy.
Positioning by product class—the Via Rail example provided in the text in reflects this strategy in which the product is positioned against others that while not exactly the same, provide the same class of benefits.
Positioning by Product Class

14. Brand Positioning Strategy Decision Process
Identify Competitors
Identify Competitors
Assess Consumers’ Perceptions of Competitors
Assess Consumers’ Perceptions of Competitors
Determine Competitors’ Positions
Determine Competitors’ Positions
Analyze the Consumers’ Preferences
Analyze the Consumers’ Preferences
Make the Brand Positioning Strategy Decision
Make the Brand Positioning Strategy Decision
Monitor the Position

15. Implications
Brand positioning strategy decision is an important requirement for:
Setting the overall strategy for advertising.
Content of the advertising message.
Creative strategy.
Tactics.

16. Advertising Creativity
The ability to generate fresh, unique and appropriate ideas that can be used as solutions to communication problems.
Artists
“Only artistic value and originality count”
Suits
“Its not creative unless it sells”

17. Absolut’s Advertising Represents Synergy Between Creative and Media

18. Creative Challenge The job of the creative team is challenging:
Every marketing situation is different, and each campaign or advertisement may require a different creative approach.
Guidelines have been developed for creating effective advertising, but there is no magic formula.

19. Young’s View of the Creative Process
Getting Raw Material, Data, Immersing One's Self in the Problem to Get the Background.
Immersion
Getting Raw Material, Data, Immersing One's Self in the Problem to Get the Background.
Immersion
Ruminating on the Data Acquired, Turning It This Way and That in the Mind.
Digestion
Ruminating on the Data Acquired, Turning It This Way and That in the Mind.
Digestion
Ceasing Analysis and Putting the Problem Out of Conscious Mind for a Time.
Incubation
Ceasing Analysis and Putting the Problem Out of Conscious Mind for a Time.
Incubation
A Sudden Inspiration or Intuitive Revelation About a Potential Solution.
Illumination
A Sudden Inspiration or Intuitive Revelation About a Potential Solution.
Illumination
Studying the Idea, Evaluating It, and Developing It for Practical Usefulness.
Verification

20. Wallas’ View of the Creative Process
Illumination
Seeing the
Solution
Preparation
Gathering Information
Preparation
Gathering Information
The
Creative
Process
Incubation
Setting Problem
Aside
Verification
Refining
the Idea
Verification
Refining
the Idea
Incubation
Setting Problem
Aside

21. Getting Creative Input
Use the product to become familiar with it!
Use the product to become familiar with it
Listen to what people are talking about!
Read anything related to the product or market!
Listen to what people are talking about
Read anything related to the product or market
Ask everyone involved for information!
Ask everyone involved for information
Work in and learn about the client’s business

22. Marketing Research Methods Employed to Probe Consumers’ Minds

23. Verification and Revision of Ideas
Evaluate Ideas Generated
Evaluate Ideas Generated
Objective
Reject Inappropriate Ideas
Reject Inappropriate Ideas
Give Them Final Expression
Refine Remaining Ideas
Refine Remaining Ideas
Give Them Final Expression
Directed Focus Groups
Directed Focus Groups
Techniques
Message Communication Studies
Message Communication Studies
Viewer Reaction Profiles
Portfolio Tests
Portfolio Tests