8/13/2019 Class 15 and 16
1/8
1
Positioning and
Perceptual Mapping
2
Session Outline
STP process Revisit
Positioning
Steps of effective positioning
Points of Parity and Differentiation
Perceptual Mapping
Why perceptual Mapping Importance
3
STP process
8/13/2019 Class 15 and 16
2/8
Positioning
Positioning
Consumersperspective
Importantattributes
Relative tocompetitors
5
Positioning
The strategic attempt to influence / control themental position of the brand in the mind of thetarget customer segment(s)
The articulation of Brand
Brand Values, USP, Value Proposition,
The Intended Brand Equity The different kind of differentiations
A guide to staff
A strategic lighthouse
What we do, what we do not do, how we do it
Steps for Effective Positioning
8/13/2019 Class 15 and 16
3/8
Steps for Effective Positioning
Documenting What benefits are
the most important toyour current and
potential customers?
Deciding What image do you
want your current andpotential customers to
have of yourbusiness/brand?
Differentiating Which competitors do you want
to appear different from andwhat are the factors you will useto make your business differentfrom them?
Differentiation
Product Differentiationi.e. Features, Performance,
Style and Design etc
Image Differentiationi.e. Symbols, Atmosphere,
Events etc
Services Differentiationi.e. Delivery, Installation.Customer Training etc
Personnel Differentiationi.e. Hiring, Training Better
People Than Competitors etc
Positioning Parity and Differentiation
Company
Customer
Competitor
Points of
Parity
Common POINTS OF PARITY category benefits
8/13/2019 Class 15 and 16
4/8
Positioning Parity and Differentiation
Company
Customer
Competitor
POINTS OF DIFFERENTIATION potential advantages with the category
Points of
Differentiation Points of
Differentiation
Differences WorthEstablishing
Affordable Superior
Profitable
Communicable
Distinctive
Important
Preemptive
Steps for Effective Positioning
Designing How will you develop
and communicatethese differences?
Delivering How will you make
good on what youpromised and howdo you make surethat you havedelivered?
8/13/2019 Class 15 and 16
5/8
13
Positioning statements
Positioning statements summarize the companyor brand positioning
EXAMPLE:
To (target segment and need)
our (brand)
is (concept)
that (point-of-difference)
14
Examples of Positioning statementPositioning statements from large and small companies: Mercedes-Benz: Engineered like no other car in the world Wharton Business School: The only business school that trains
managers who are global, cross-functional, good leaders, andleveraged by technology
Melbourne Business School: Global Business Leaders BMW: The ultimate driving machine
Southwest Airlines: The short-haul, no-frills, and low-priced airline Avis: We are only Number 2, but we try harder
Famous Footwear: The value shoe store for families Miller Lite: The only beer with superior taste and low caloric content
The Heidel House Resort: The place to reconnect with loved ones Northern Nevada Business Weekly: The only source for local
business news
Positioning in mobile phone sets
8/13/2019 Class 15 and 16
6/8
16
Perceptual Mapping
Perceptual Mapping
Displaying or graphingthe location of products or brands
in the minds of consumers.
18
Perceptual Maps are useful - Key reasons
Assessing strengths and weaknesses relative to competing brandsalong certain criteria important to the customer. This is revealed by the positions of the marketer's brand and
competing brands along the axes. Identification of competitive advantage for the brand
Perceptual maps show differentiation among products in thecustomer's mind.
Identifying market opportunities Empty spaces near an ideal point (meaning an attractive market
segment) on the perceptual map represent potential marketopportunities.
See how ideal points are moving In addition, perceptual maps show how ideal points shift as
markets mature, and therefore a brand might shift its positioningin order to retain or gain a competitive advantage.
8/13/2019 Class 15 and 16
7/8
OTC Pain RelieversOTC Pain Relievers
19
Pain RelieversPain Relievers
21
8/13/2019 Class 15 and 16
8/8
Perceptual Mapping Super markets
24
Session Take Away Marketers plan positions that give their products the
greatest advantage in selected target markets, and they
design marketing mixes to create these plannedpositions.
In planning their positioning, marketers often prepare
perceptual maps that show consumer perceptions oftheir brand versus competing brands on attributes that
are important to the consumer, whether functional orsymbolic.