marketing communication lecture4.pptVIP

Graphic Representation of Output: Perceptual Map of Stores Peter Jones Harrods House of Fraser Selfridges Harvey Nichols Marks Spencer Debenhams TRADITION INNOVATION THRIFTINESS LUXURY 2 4 6 1 Source: BBDO (ideal points are illustrative; data modified for the UK market) 5 3 John Lewis Step A: Alternative Positioning Concepts By Attribute By Benefit Price/Quality Use or Application Product User Product Category Competitor Symbol and Imagery Step C: Choice of Positioning Concept Affordable Superior Profitable Preemptive Distinctive Important/ meaningful Positioning Statement To customers who are (target summary)… our product offers (state what the product does from the consumers’ point of view)… relative to (competitive alternatives) “For WWW users who enjoy books, A is a retail bookseller that provides instant access to over 1.1 million books. Unlike traditional book retailers, A provides a combination of extraordinary convenience, low prices, and comprehensive selection.” Step D: Delivery of the Positioning Concept Achieve consistency over the 4 P’s Maintain consistency over time Monitor changes Re-position if required (recall MAA model): Change own perception on existing dimensions Change perceptions of competitors on existing dimensions Change the weights of existing dimensions Create a new dimension Changing Perceptions: The Case of Re-positioning of Kool Cigarettes The 70’s Changing Perceptions: The Case of Re-positioning of Kool Cigarettes The 80’s The 90’s Changing Perceptions: The Case of Re-positioning of Kool Cigarettes Kool (old) Kool (new) KOOL KOOL BRAND advertisement SOPHISTICATED RURAL SIMPLICITY GENTLE RUGGED Summary: STP as Marketing Strategy Segmentation Identify segmentation bases and segment the market Develop profile of resulting segments Targeting Evaluate attractiveness of each segment based on 3Cs Select target segments Positioning Use perceptual map to identify current positions Identify positioning concepts for each target segment