POSITIONING Meeting 9. Positioning 1 st element from PDB Triangle 1 st step before setting strategies 1 st step to create differentiation 1 st.
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POSITIONING
Meeting 9
Positioning
1st element from PDB Triangle 1st step before setting strategies 1st step to create differentiation 1st base to build brand equity
Southwest Airlines
Al Ries & Jack Trout defined.. Positioning is not what you do to a
product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect.
Volvo: the safest car
Coca Cola: the real “thing”
Philip Kotler defined..
Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the target customers, benefits, and process.
Positioning is the value proposition that becomes a reason why consumers buy the product.
Plaza Senayan: The ultimate malling experience
Iwan Fals: Penyambung Lidah Rakyat
Four Criteria to Build Positioning Customer Company Competitor Change
#1: Customer
Positioning must be “the reason to buy” for consumer.
Company must describe the value that becomes asset for customers.
Ramayana: value for money
Amazon: the most convenient book retailer with the biggest selection and lowest price
Easy shopping Most complete collection Cheap
Vegeta: hi-fiber drink
For slimming Reduce cholesterol Prevent diseases
#2: Company
Do not over promise under delivery Example: Amazon’s Positioning as “the
most convenient book retailer with the biggest selection and lowest price” Sophisticated search engine Good logistic Cheap price
#3: Competitor
Unique, hard to imitate, & sustainable
#4: Change
Whenever your positioning is irrelevant, do REPOSITIONING
What makes positioning irrelevant: Change in market Change in consumer behavior Change in socio-culture Etc..
Sampoerna A mild Kept Doing Repositioning
Changes in
Tagline
&
Positioning
Statement:
Positioning Paradox
Positioning should be consistent and not easy to change
But in other hand, we have to keep doing repositioning if business environment has changed.
PLAY BEAUTIFULLY!
When to do Repositioning:
#1: When the going gets tough #2: When we’re about to enter new
market #3: When there’s new trend #4: When there’re changes in value
offering
How to Create Positioning?
Based on value proposition & benefit Based on achievement Based on targeted market segment Based on attributes Based on (new) business that you enter Based on usage Based on product that you offer Based on originality
Positioning Based on Value Proposition
Positioning based on Achievement
Positioning based on Targeted Market Segments
Positioning based on Attributes
Positioning based on (new) business From British Petroleum to Beyond
Petroleum
Positioning based on Usage
Positioning based on Product’s Type
Positioning based on Originality
Positioning based on 5 dimension of Service Quality
Reliability Assurance Tangibles Empathy Responsiveness
Positioning based on Reliability
Positioning based on Assurance
Positioning based on Tangibility
Positioning based on Empathy
Positioning based on Responsiveness
Steps to Design Positioning
#1: Identify relevant target segment #2: Define customers’ “frame of
reference” #3: Formulate point of differentiation #4: Define Product’s Competitive
Advantage
How to Communicate the Positioning (1)
Be creative
How to Communicate the Positioning (2)
Simplicity
How to Communicate the Positioning (3)
Consistent yet flexible
How to Communicate the Positioning (4)
Own, dominate, protect
How to Communicate the Positioning (5)
Use their language
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