市场细分与定位Segmentation,TargetingandPositioning..pptVIP

Discussion Question 3. What’s the tangible output of the positioning process? Positioning Statement for Volvo in North America For upscale American families, Volvo is the family automobile that offers maximum safety Generic format for positioning statements: For (target market), (brand) is the (product category) that (benefit offered). Value Proposition for Volvo in North America Target market: Upscale American families Benefits offered: Safety Relative price: 20% premium to domestic family cars Generic format for value propositions: Target market Benefits offered (and sometimes not offered) Relative price Some Key Questions Concerning Positioning Decisions For whom are they written? In what sort of language? Should they focus on features or benefits? How many differentiating attributes should anchor them? A Useful Tool for Positioning Decision Making: Perceptual Maps Where would you plot your favorite cereals? Your kids’ favorites? Your grandma’s? Nutritious Not Nutritious Sweet Not Sweet Discussion Question 4. What is positioning’s role once a product’s positioning strategy has been determined? Positioning Green FedEX Fast, reliable on-time delivery Southwest Airlines Affordable, no-frills air travel Rolex Status-symbol fashion accessory Ebay The virtual marketplace to buy or sell anything * Where does the necessary data come from to support the factor ratings? Primary and secondary marketing research Analytical frameworks from earlier chapters * How can these factors be assessed? Market attractiveness factors Customer needs and behavior: unmet needs? Segment size and growth rate Macro trends Competitive position factors Opportunities for competitive advantage Capabilities and resources Industry attractiveness * 14 * * * 2 * 3 * 4 * A written statement: two approaches to writing it down: Positioning statement Value proposition * What are the key elements here? Target market Benefit: note how many (only one!) * * For whom are positioning s