Peter-Olson Chapter 15

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6/1/2010 Positioning by Use or Application • Products can have multiple positioning strategies, although increasing the number involves difficulties and risks • Often a positioning-by-use strategy represents a second or third position designed to expand the market 15-22 Positioning by Product User • Positions products according to segments of class of users that use the product/ brand • Highlights a specific lifestyle profile 15-23 Positioning by Product Class • Positioning of product according to product class, usually keeping one element as the identifying category representation 15-24 8
6/1/2010 Positioning by Competitors • Competition is the explicit or implicit frame of reference – Major purpose is to convince consumers that a brand is better than the market leader on important attributes – Positioning with respect to a competitor is commonly done in advertisements in which a competitor is named and compared 15-25 Positioning Maps • A visual depiction of consumers’ perceptions of competitive products, brands, or models – Constructed by surveying consumers about various product attributes and developing dimension and a graph indicating the relative position of competitors – Can give marketers a sense of how their brands are perceived by consumers relative to competitors and suggest positioning strategies 15-26 Positioning Map for Automobiles 15-27 9
Page 1 and 2: 6/1/2010 Chapter 15 Market Segmenta
Page 3 and 4: 6/1/2010 Investigate Segmentation B
Page 5 and 6: 6/1/2010 Psychographic Segmentation
Page 7: 6/1/2010 Develop Product Positionin
Page 11: 6/1/2010 Summary • Market segment

Peter-Olson Chapter 15

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