Developing a Positioning Strategy Positioning According to Ries Trout Strengthen own current position(Pepsi) Grab an unoccupied position( MOTO) De-position(7-Up) Re-position(KFC) Product ladders (Top 3 Value Discipline Positioning Product leader Operationally excellent firm Customer intimate firm
6 Developing a Positioning Strategy • Positioning According to Ries & Trout – Strengthen own current position (Pepsi) – Grab an unoccupied position (MOTO) – De-position (7-Up) – Re-position (KFC) – Product ladders (Top 3) • Value Discipline Positioning – Product leader – Operationally excellent firm – Customer intimate firm
Positioning Perspectives Attribute: Volvo( Safety) Benefit: Audi A6(Technology) se or application BMWX5 SUV User: Bora(Driver's Car) Competitor: Polo vs Sail(Fashion) Quality/price: LeXus VS BENZ ( Same quality, half cost) Special positioning: Red Flag zhong hua
7 • Attribute: Volvo ( Safety ) • Benefit: Audi A6 (Technology) • Use or application : BMW X5 SUV • User : Bora (Driver’s Car) • Competitor : Polo vs. Sail (Fashion) • Quality / price : Lexus vs. BENZ (Same quality, half cost) • Special positioning: Red Flag & Zhong hua Positioning Perspectives
How many ideas to promote? Unique selling proposition Promote only one benefit to the target market Four major positioning errors Underpositioning Overpositioning Confused positioning Doubtful positioning Profit
8 • Unique selling proposition – Promote only one benefit to the target market • Four major positioning errors – Underpositioning – Overpositioning – Confused positioning – Doubtful positioning How many ideas to promote?
Easy to show 1.0 Good read food Educational xercise ●Kn's Marineland Berry 0.2 Japanese of the m ● Deer park Pacific -1.6-1.4-1.2-1.0-08-0.6-04-02 0.204060.81.01.2141.6 Magic Mountain 02 0.4 0.6 0.8 Gardens Perceptual Map -1o omonia
9 Perceptual Map
Point of Difference(POD) PODs are attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe that they could not find the same extent with a competitive brand · Examples FedEX(guaranteed overnight delivery Nike(performance) -iKEA (quality for the mass
10 Point of Difference (POD) • PODs are attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe that they could not find the same extent with a competitive brand. • Examples –FedEx (guaranteed overnight delivery) –Nike (performance) –IKEA (quality for the mass)