Positioning

Topics: Factor analysis, Positioning, Perceptual mapping Pages: 21 (1994 words) Published: September 16, 2010
Positioning with Perceptual Mapping Software

Today’s Agenda
1. Positioning & Perception Review 2. Perceptual Map
i. ii. Interpretation Techniques and Software i. Attribute-based ii. Similarity-based

Positioning

อ. ภัทรพร สกุลคู

3. Conjoint Analysis Software for Preference Analysis 4. Software Demonstration

1

2

Marketing Review
3 C’s

Positions in the mind
ตัวอยาง
Company

Customer

วิจัยตลาด

Competitor

หางสรรพสินคาหรู เบียรไทย ดืมแลวรูสึก ่ ภาคภูมิใจ The place a product occupies in consumer’s minds relative to competing products

Safe car

Miracle Water

S (Segment)
Product Price

T (Target)
4 P’s

P (Position)
Place Promotion
3

First mover

Second?

4

Why Positioning?
1. Product Explosion
2.

Why Positioning?
1. Product Explosion
2.

Media Explosion

Media Explosion

Don’t R&C “....สําหรับการวางตําแหนงของ ซัมเมอร มองวามาถูกทางทั้งเรื่องการวางตําแหนงที่ชัดเจน.... - .. ....พยายามที่จะสรางจุดเดนโดยการนําเอาเรื่องภาชนะ - .. มาเปนตัวสรางความแตกตาง โดยสงบรรจุภัณฑชาเขียว ที่เปนขวดเพ็ต แตเปน ทรงเหลี่ยม ซึ่งในทองตลาด ยังไมมีใครทํารูปทรงนี้มากอน....” Source: BusinessThai Newspaper

บีทาเกน, Fuji, Zummer, etc.
5

บีทาเกน, Fuji, Zummer, etc.
6

Positioning Statement
To..(target customers).. Our..(brand)..is..(concept).. that..(point-of-benefit difference)..because…

Positioning Analysis: Questions to ask yourself
Q. 1 Q. 2 จะแตกตางในแงใดไดบาง? benefits (features, uses, etc.)

3

เทียบกับใคร define the competitive set of alternatives Positions of Competitors and Our relative position Customers’ preferences จุดใดมีโอกาสประสบความสําเร็จที่สุด? 8

จะทําอยางไรเพื่อใหสามารถสรางแนวความคิดเกี่ยวกับขอเสนอที่เปนที่ นาจดจําและมีเอกลักษณแตกตาง (Differentiation) จากคูแขงขัน ในสายตาของผูบริโภค (Perceptions) 7

Q. 3 SWOT Q. 4

Perception—What People Believe to be True is More Important than Reality

(Lens Model)

Perceptual Map? Perception

Advertising Salesforce WOM

Process Exposure

Attention

Interpretation

Product Features

Perceptions

Preference

Internal Factors (e.g. sensation, moods)
9

Awareness, Availability, Price

Choice

10

Effects of Brand Beliefs: Ads, WOM
Colt 45 Coors Miller Lite Pabst Guinness

Effects of Product Features
Pabst Budweiser Colt 45 Miller Lite Coors Guinness

Budweiser Taste perceptions of six beer brands when the drinker knows what he/she is drinking. 11

Taste perceptions of six beer brands when the drinker does NOT know what he/she is drinking. 12

Effects of Brand Beliefs: Ads, WOM
Colt 45 Coors Miller Lite Pabst Guinness

Ads Influence Perceptions

Budweiser Taste perceptions of six beer brands when the drinker knows what he/she is drinking. 13 14

Ads can alter perceptions Before and AFTER consumption

Sensation Influences Perceptions Try eating in the dark:
Color (Strawberries and watermelons should be red, Pineapple should be yellow to be delicious, Apple Juice, Green Tea.) Bad mood – tastes bad Hungry: Sumptuous; Thirsty: Quenchthirsting 15 16

Customers make purchase decisions based on their perceptions YOUR perception of brands Brand A Brand B Brand C Brand D
Technical quality

How to find out the perceptions
Qualitative Research 1. Role-Play

THEIR perception of brands

?
Brand C Brand BBrand D Brand A
17

Qualitative Approaches

2. Friendly Martian 3. Other Stimuli

?

18

Perceptual Map

Perceptual Map
P.M. attempts to arrange products in a space using a few number of dimensions Result = a “map” showing where a product is “located” in customers’ minds

Goal: Consumer Viewpoint
Consumers generally use a small number of evaluation dimensions (two to four) when they think about a particular product or product class Plotting space represents product image or attributes Similar products are close to one another Customers buy “benefits” not “product features”

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Common uses of...
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