GROUP 3: POSITIONING
Rhod Raisonel Aguam
John Paul Rafael
Safeeya Denize Riñon
POSITIONING / MARKET POSITIONING
• It is a strategic process that involves creating an identity / image of the
brand or product within the target customers’ minds.
• It is about where a brand sits in their market or industry. It's about
establishing the image or identity of a brand or product so that
consumers perceive it in a certain way; the way the marketers want it
to be perceived.
• It is a strategic exercise we use to establish the image of a brand or
product in a consumer’s mind.
• It entails the process of making an impression on an audience and
convincing them to perceive a product or brand in a certain way.
• It helps to create a unique image of the brand and the product in the
mind of the consumers in comparison with other products or brands
which are already existing in the market.
EXAMPLES OF POSITIONING:
• Dior, Chanel, YSL, Celine, Gucci & Prada
• McDonalds
• Apple
• Coca-Cola
• Starbucks
THE IMPORTANCE OF POSITIONING
• It allows you to differentiate your brand
- A company's brand is its identity. That is why knowing what makes
your business unique is crucial to capturing the attention of those
interested enough to take action. Brand positioning creates clarity
around who you serve. It also explains to your target audience why
you are the best company for them and what sets your products or
services apart.
• It helps you justify your pricing strategy
- The positioning of the brand can be used to justify a pricing
strategy. In other words, when the price of the products is high
because of the quality and exclusivity, and the brand positioning
emphasizes these factors, the cost automatically becomes reasonable
in the eyes of the customers. This also applies to products on the
more affordable side.
• It makes your brand more creative
- Although quite a few brands offer products and services that are very
similar to the same target market and audience, they differ and are
uniquely based on their brand positioning. That is why a good
positioning can make or break your brand. A creative, innovative
strategy combined with strong execution will leave customers coming
back for more.
DIFFERENT TYPES OF POSITIONING
1. Customer needs: Knowing your target market and how you will
fulfill their specific needs.
2. Product price: Positioning your brand / product as
competitively priced.
3. Product quality: Positioning your brand/product as high
quality.
4. Product use and application: Associating your
brand/product with a specific use.
5. Competitors: Positioning your brand as better than your
competitors.
BENEFITS OF MARKET POSITIONING
• Creates a positive image of your brand or product
- Positioning in marketing allows you to influence how others view
your product. If you create materials that display the product in a
positive light, customers may associate you with this, which can lead
to more purchases.
• Increases product sales
- By providing engaging and relevant offerings to a segmented target
audience, you can see a significant increase in revenue and may also
attract new customers.
• Directs the product's value to specific audiences'
preferences and needs
- With marketing positioning, you can focus on how a product or
service and its specific features meet or exceed the needs and
interests of the target audience and provide them with value.
• Allows you to make more informed decisions
- Having your positioning strategy clearly mapped out ensures you
have the necessary knowledge from your research to make informed
decisions that are likely to lead to positive results and strong
customer relationships.
PERCEPTUAL OR POSITIONING MAPPING
• Perceptual mapping also known as positioning mapping, helps you
analyze visually how your target market perceives your product or
service.
• It is a graphical representation of how your product compares with the
competition. It’s a two-dimensional chart comprising a horizontal and
vertical axis that represents key attributes such as price, features, and
any relevant criteria that can be used for comparison purposes.
EXAMPLE OF A POSITIONING /
PERCEPTUAL MAP
TRUE OR FALSE
1. Positioning entails the process of making an impression on an
audience and convincing them to perceive a product or brand in a
certain way.
2. Product quality is associating your brand / product with a specific
use.
3. One of the benefits of positioning is that it allows you to differentiate
your brand.
4. Customer needs is knowing your target market and how you will
fulfill their specific needs.
5. The increase of product sales is part of the benefits of positioning.
6. One of the benefits of market positioning is that it creates a positive
image of the brand or product.
7. Market mapping is a graphical representation of how your product
compares with the competition.
8. Allowing you to make informed decisions is part of the importance
of positioning.
9. Competitors is positioning your brand as competitively priced.
10. Making the brand more creative is an importance of positioning.
ENUMERATION
11. – 15.
Give the 5 different types of positioning.
16. – 20.
Give 5 examples of positioning based on the
presentation.
