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P: Product Positioning and Product Differentiation E: Environmental Analysis R: Market Research M: Marketing-Mix S: Market Segmentation 1 Product Positioning and Product Differentiation Product Positioning is influencing how consumers perceive a brand’s characteristics relative to those of competitive offerings Goal is to influence demand by creating a product with specific characteristics (i.e. brand attributes) and a clear image that differentiate it from competitors Positioning/differentiation: semiotics and consumer involvement have implications for product positioning and differentiation. The semantic network schema associated with a brand provides its position. use discriminative stimuli distinguish one brand from another. Position and differentiate product based upon the dominant personality or psychographic characteristic of the target market. position brands based upon key attributes. products can be positioned based upon the “desired state” that consumers seek. Positioning. Loyalty programs are useful positioning tools. Positioning. New products should be positioned to appeal to opinion leaders, then possibly repositioned to appeal to followers. Environmental Analysis is the process of manipulating the marketing mix so as to position a product in a manner that allows consumers to perceive meaningful differences between a brand and its competitors The Natural Environment includes the types of raw materials available, pollution, consumer fear of contracting deadly diseases, the expansion of desert regions around the globe, and various weather phenomena, such as hurricanes or drought The Technological Environment Goal is to anticipate what changes in the technological environment will occur and how these will influence the lifestyle and consumption patterns of consumers Environmental analysis: identify the effects of cultural differences on the marketing effort Usually not relevant, but can apply in the sense of examining what com