市场定位Positioning(英文版).ppt

Positioning The place the product occupies in consumers’ minds relative to competing products Positioning Marketing Mix Objectives Positioning Marketing Strategy Target Market Selection Situation Analysis Research Results Target Market 1 Target Market 2 Target Market 3 Positioning Objectives Marketing Mix Positioning Objectives Marketing Mix Marketing Plan Example of an organization with three target markets Marketing Plan Development Process Positioning map of service level versus price. Source: Lovelock, Services Marketing, Prentice Hall Perceptual Map Documenting What benefits are the most important to your current and potential customers? (Determine the present position) Deciding What image do you want your current and potential customers to have of your organization? Differentiation Which competitors do you want to appear different from, and what are the factors that you will use to make your organization different from them? The 5 Ds of Positioning Designing How will you develop and communicate these differences? Delivering How will you make good on what you’ve promised, and how do you make sure that you have “delivered?” The 5 Ds of Positioning 1) Positioning by specific attributes Positioning by products World’s first ……. World’s tallest….. Positioning by benefits (Domino Pizza) Positioning for user category Positioning Strategies The Poseidon Undersea Resort - Fiji 1) Positioning by specific attributes Positioning by products World’s first ……. World’s tallest….. Positioning by benefits (Domino Pizza) Positioning for user category Positioning Strategies 2) 2) Positioning against another competitors ( against product form category competitors) - in the “Burger Wars” Wendy’s ran its “where is the beef?” campaign against McDonald’s and Burger King Positioning Strategies Wheres the Beef? How many differences :The marketers need to avoid major positioning errors - underpositioning (too