红色经典商务模板之商业管理分析系统概述Positioning, Perceptual Maps Beer, Chips and Headache.pptVIP

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2018-01-02 发布于江西
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红色经典商务模板之商业管理分析系统概述Positioning, Perceptual Maps Beer, Chips and Headache.ppt

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红色经典商务模板之商业管理分析系统概述Positioning, Perceptual Maps Beer, Chips and Headache

* * Founded in 1996 to provide low-fare air travel Specializes in serving people visiting friends and relatives). Main competitor: the family car One type of plane, basic in-flight service (no meals, no movies), single class service However: “less service for less money” = fewer amenities for a lower fare, not less customer service. * * * * * * 17 * Positioning, Perceptual Maps Beer, Chips and Headache Segmentation, Targeting, Positioning * Positioning * * * * Positioning Identifying possible competitive advantages Choosing the right competitive advantage Choosing a positioning strategy Differentiation can be based on: Products Services Distribution * Factors Positioning Identifying possible competitive advantages Choosing the right competitive advantage Choosing a positioning strategy How many differences to promote? Unique selling proposition Several benefits Which differences to promote? Criteria include: Important Distinctive Superior Communicable Preemptive Affordable Profitable * Factors Positioning Identifying possible competitive advantages Choosing the right competitive advantage Choosing a positioning strategy Value propositions represent the full positioning of the brand Possible value propositions: More for more More for the same More for less The same for less Less for much less * Factors 8-* “Less for Much Less” 8-* “More for More” Developing a Positioning Statement Positioning statements summarize the company or brand positioning EXAMPLE: To (target segment and need) our (brand) is (concept) that (point-of-difference) * Mission Statement To bring inspiration and innovation to every athlete in the world. * * A Picture is Worth A Thousand Words Perceptual Map Displaying or graphing the location of products or brands in the minds of consumers. OTC Pain Relievers * OTC Pain Relievers * Positioning of OTC Pain Relievers * Beer and the 80-20 rule 88% of Beer is drunk by 16% of consumers * Beer Anyone? * Popular with Men Heavy Special O