Documentos de Académico
Documentos de Profesional
Documentos de Cultura
Session 13 & 14
12 March 2013
Product Positioning
Two aspects of positioning How is your company/product/service perceived. The process of choosing a positioning for a product (that the marketer does) The perceived position can be a function of chance
12 March 2013
12 March 2013
Product Positioning
Two aspects of positioning How is your company/product/service perceived. The process of choosing a positioning for a product (that the marketer does) The perceived position can be a function of chance 1997 Princess Diana crash in Mercedes (not a safe car) The perceived position can be a function of competitor actions
New entrant Losec in beta blocker category: maximum acidity control Zantacs response only use Losec as a last resort
12 March 2013
Product Positioning
What do we mean? Positioning relative to other products Duracell lasts longer than Eveready Positioning relative to market needs Raid kills bugs dead Strategy behind it Is the promise clear? Should the promise be clear? Can it be delivered?
vs
12 March 2013
Singapore Airlines
12 March 2013
http://www.youtube.com/watch?v=_ecVPlKg56k&list=PL4E3749C1BC438A53
12 March 2013
Cathay Pacific
12 March 2013
Swissair
Time is everything
12 March 2013
Time is Everything
http://www.youtube.com/watch?v=c4oRjQkceEU&playnext=1 &list=PL9208C5A349502752&feature=results_video
12 March 2013
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Cathay Pacific
Feel better than other airlines? Yes Yes Yes with a survey Functional
Swiss Air
12 March 2013
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Product Positioning
What do we mean? Positioning relative to other products Duracell lasts longer than Eveready Positioning relative to market needs Raid kills bugs dead Strategy behind it Is the promise clear? Should the promise be clear? Can it be delivered? Singapore Airlines, Cathay Pacific, Swissair Emotional or functional
12 March 2013 Prof. Sumitro Banerjee
vs
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Solution evaluation:
consideration value preference
internal and external search for product & supplier information more complex decision rules: e.g., weighted multi-attribute score
internal search (memory) simple decision rules (heuristics): habit (routine) "works best": best overall evaluation or performance on most important benefit price: lowest ("all the same") or highest (price=quality) price affect: best liked brand familiarity: best known others' preferences: e.g., opinion leader
Brand Choice
Utilization
Dominant Brand Top of Mind Brand Recall Brand Recognition Unaware of Brand
based on Aaker, 1991, p. 62
Dominant brand:
a brand that is the only brand recalled
Top-of-mind awareness
the first-named brand in an unaided recall task
12 March 2013
Brand
Beliefs, thoughts (Cognition) Availability vs Accessibility of associations: available: present in the customer's mind accessible (association strength): how quickly and reliably do the associations come to mind? Breadth: does the customer have all three types of associations?
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http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html
12 March 2013
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Brand
On my 40 MB iPod I have 3514 songs
Beliefs, thoughts (Cognition) Affect (Emotion, Feelings)
12 March 2013
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MANAGING ASSOCIATIONS
DEFINING TARGET ASSOCIATIONS Existing brand GAP?
small gap between actual and target associations: brand rebuilding big gap between current and target associations: low awareness: brand rebuilding high awareness: rebranding?
BUILDING ASSOCIATIONS POSITIONING, CONDITIONING, PRACTICING MARKETING MIX Brand elements Product Price Communication Distribution
Prof. Sumitro Banerjee 18
12 March 2013
BUILDING ASSOCIATIONS
Positioning
Brand
Conditioning
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To
__________________________ __________________________
(Target customer) (Brand) (Category: WHAT is it? Suggests POPs = Points-of-Parity) (Purchase/use situations: WHEN to use?) (Customer/user positioning: for WHOM?) (PODs = Point(s)-of-Difference: WHY to prefer?) (Support for PODs: REASON WHY)
__________________________
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To: Traditional Newfoundland (males 30-50): distrustful of mainlanders and proud of being from the Rock What: Dominion Ale Category: Regular lager beer (POP) When to use With good friends, in bars and at home Used by Beer drinkers who value both quality and Newfoundland tradition when they choose a beer And offers Quality and tradition like no other beer on the market Support one of only two major Newfoundland brands that are still available (POD) Carries name of original brewer (Bennett) and brewed continuously since 1827 (POD)
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Customers
Valuable to customers? Across segments? Identify potential benefits and costs of product, by segment
Identify needs & their importance, by segment Identify unmet needs (GAPS)
Options
Deliverable? technically perceptually (believable/credible) Profitable?
Company
Product (& company) characteristics & perception (technical & perceptual position)
12 March 2013 Prof. Sumitro Banerjee
Competitors
Identify competitors, by segment Characteristics & perception (technical & perceptual position)
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Building Associations
Law of self-persuasion Law of consistency Law of force Law of focus Law of novel redundancy
12 March 2013
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The Law of Self-persuasion Persuasion is strongest when customers make favorable elaborations/inferences on the basis of the information presented, or draw their own favorable conclusions inference: the customer forms a belief that goes beyond the information which is presented category:
Japanese SLR cameras Attitude toward category J SLR cameras are very good
PENTAX N5
optical quality
functional (causal) inference
TARGET ASSOCIATION(s)
Promotion
12 March 2013
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The Law of Force Intense promotion builds strong associations (accessibility - high probability and speed of retrieval; top-of-mind presence) amount of repetition (power function) recency of repetition (exponential decay)
Accessibility (Strength)
PRACTICE
12 March 2013 Prof. Sumitro Banerjee
NO PRACTICE
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Brand
Attrib. 1
THE LAW OF FOCUS: concentrate on a small number of associations focus builds strength focus avoids interference ("fan effect")
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Attitude
Frequency of exposure
THE LAW OF NOVEL REDUNDANCY: avoid wear out by finding new ways of communicating the associations Different executions Different contexts Different media
12 March 2013
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What is the positioning of Nike before the World Cup? What does Nike want to achieve at the World Cup? What should Nike do ahead of the World Cup about
1. 2. 3. 4. Advertising Digital marketing Sustainability and Social responsibility?
12 March 2013
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Nike
Fun, Creative
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May 20
May 22
June 9
June 10
June 11
June 21
July 11
Release of Write the Grand opening Launch of The World Cup kicks Nike announces Nike partnership with Innovation Write the Future of Nike Soweto Chance digital off (RED), Lace Event: Future released on TV Community based global Up. Save Lives Launch of commercial on during UEFA Football soccer talent Facebook Champions Training Centre search Nike League Final Mercurial Vapor Superfly II Roll out and exhibition of Nike Football+ Launch of Nike 2010 World Cup jerseys made from 100% recycled material
Nike Life World Cup Final Center, a Spain vs gigantic LEC Holland screen in downtown Joburg user submitted messages
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Brand rehab
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Detailed Examples
Market or consumer changes? Competition? Environmental factors? A change in strategy? Is the advertising designed to drive sales, share, profit or something else? Who is the target customer? How do they make decisions? How does communication affect behavior? Is it through brand awareness? Information gathering? Changing brand perceptions? Key customer benefit? How can we support the benefit? What should be the ads tone and manner?
5. Creative strategy
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The worldwide advertising industry is likely to be worth $428 billion in revenues in 2006, according to ZenithOptimedia, a market-research firm. They send messages that reach the wrong audience or none at all$112 billion a year in America and $220 billion worldwide, or just over half of their total spending!
The Economist, 6 July 2006.
12 March 2013 Prof. Sumitro Banerjee
Thank you!
Photo
Sumitro Banerjee Associate Professor and the Ferrero Chair in International Marketing Sumitro.Banerjee@esmt.org +49 (0) 30 21231-1520
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