第五讲 市场定位(Positioning)(市场营销相关管理,北大 符国群).pptVIP

第五讲 市场定位（Positioning）;Positioning is the way consumers think about your product or brand in relation to other products and to their own identities and lives;定位;顾客心目中的价值;成功定位4Ds;定位声明（Positioning Statement）;Product Category;目标定位（Goal-based ）;The Value Equation: Integrating and Defending the Positioning;定位声明（非比较性定位）;定位声明（比较性定位）;定位声明举例;Example Positioning Statements;发展定位声明：Peladow 除霜器;发展定位声明：Peladow 除霜器;发展定位声明：Peladow 除霜器;常见的定位错误;新产品定位和营销计划举例: E-bikes;Market Size Penetration The global electric bicycle market is a high potential area with explosive sales growth in Asia and Europe. A number of multi-billion dollar manufacturers and 265 smaller companies are leading development and distribution of over 400,000 e-bikes worldwide. In the U.S., the market is fragmented among small entrepreneurs with low budgets and no clear marketing strategy. Despite 65 million bicycle owners in the U.S. and 16 million new bicycles sales annually, e-bikes have minimal penetration into the U.S. bicycle market. In 1998, 8,000 e-bikes were sold to increase cumulative U.S. sales to 25,000 e-bikes to date. Source: B Factoid Sheet (1998 data).;市场细分 ;选择一个目标市场 市场规模: more than 2,000 police bicycle units across USA; over 13,000 local police departments and nearly 3,100 sheriff’s departments (only a 12% penetration) 准备接受状态: enthusiasm for bicycle units continues to grow 竞争者: Smith Wesson only major 其他类似的机会: bicycle units also used by other enforcement agencies including park and wildlife rangers, security companies, and campus security departments (large potential market) 关于消费者需要方面的市场调查 Contacted 10 police departments with bike units, via e-mail to understand the product requirements, customer needs, purchase cycle, and viability of the concept. ;市场调查结果与分析 Advantages and disadvantages of Bicycles for Police Patrol (positioning information) : (1) fewer accessibility issues than patrol cars, (2) provide a “stealth” advantage, allowing officers to approach crimes in progress without being se