Positioning, Perceptual Maps - Beer, Chips and Headache

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  1. Sameer Mathur http://www.smathur.com Positioning, Perceptual Maps Beer, Chips and Headache
  2. Segmentation, Targeting, Positioning
  3. Positioning
  4. Positioning
    • Identifying possible competitive advantages
    • Choosing the right competitive advantage
    • Choosing a positioning strategy
    • Differentiation can be based on:
      • Products
      • Services
      • Distribution
    Factors
  5. Positioning
    • Identifying possible competitive advantages
    • Choosing the right competitive advantage
    • Choosing a positioning strategy
    • How many differences to promote?
      • Unique selling proposition
      • Several benefits
    • Which differences to promote? Criteria include:
      • Important
      • Distinctive
      • Superior
      • Communicable
      • Preemptive
      • Affordable
      • Profitable
    Factors
  6. Positioning
    • Identifying possible competitive advantages
    • Choosing the right competitive advantage
    • Choosing a positioning strategy
    • Value propositions represent the full positioning of the brand
    • Possible value propositions:
      • More for more
      • More for the same
      • More for less
      • The same for less
      • Less for much less
    Factors
  7. “ Less for Much Less” 8-
  8. “ More for More” 8-
  9. Developing a Positioning Statement
    • Positioning statements summarize the company or brand positioning
    • EXAMPLE: To ( target segment and need ) our ( brand ) is ( concept ) that ( point-of-difference )
  10. Mission Statement
    • To bring inspiration and innovation to every athlete in the world.
    • A Picture is Worth A Thousand Words
    Perceptual Map Displaying or graphing the location of products or brands in the minds of consumers.
  11. OTC Pain Relievers
  12. OTC Pain Relievers
  13. Positioning of OTC Pain Relievers
  14. Beer and the 80-20 rule
    • 88% of Beer is drunk by 16% of consumers
  15. Beer Anyone? Popular with Men Heavy Special Occasions Dining Out Premium Popular with Women Light Pale Color On a Budget Good Value Blue Collar Full Bodied Meister Brau Stroh’s Beck’s Heineken Old Milwaukee Miller Coors Michelob Miller Lite Coors Light Old Milwaukee Light Budweiser Less Filling
  16. Frito-Lay
  17. Perceptual Map for Doritos Bold Flavor Bland Flavor Classic Image Loud Image
    • Value Proposition
    • Target Market: Generation Y
    • Benefits offered: Bold flavor, Extreme Image
    • Price: Comparable to competition, inexpensive
    Doritos – Positioning and Value Proposition
  18. Segmentation, Targeting, Positioning
  19. Sameer Mathur http://www.smathur.com Disclaimer These slides have been compiled from multiple, non-credited sources, in order to teach an introductory course in Marketing Management at McGill University during Fall 2010. These slides are free. Permission for non-profit academic use is granted. Copyright is retained by the original content creators.