Positioning Cube

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    23-Jan-2015

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Positioning is choosing: your position towards competitiors

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<ul><li> 1. PositioningPositioningcube October 2 </li></ul> <p> 2. PositioningIts a mind thing 3. PositioningIts in the battle with the competition 4. PositioningIts a board thing 5. Decision making on positioningMarketing: productfeatures &amp; price?Communications and concepts?Businesspositioning: markets andmoments?Brandpositioning: the promise and thebenefitsSo much to choose!! 6. Positioning is choosing!So its a strategic managementthing 7. Positioningcube You and your competition 8. But wheres the brand? 9. Positioningcube*Based on dimensions ofconsumerbehavior Cognition, rational thinking Affection, emotional feeling Behavior, responsive acting *Bex* communicatie, SARV International, 2007 10. Bex positioningcube5 8 36 2 7 14 11. Psychological dimensionsAffection CognitionConation 12. In ordinary language FeelingThinkingActing 13. Moods Sensing, trusting, quality Knowledge, ratio, arguments Excitement, adventure, danger 14. LanguageAdjectivesSubstantive, nounVerbs 15. 1: The Prototype Brand 1: Prototype Brand is the standard and synonym for productclass Aspirine, Luxaflex, Tom Tom 16. 2: RSP-brand2: RSP-brand One rational selling proposition, USP-focus P&amp;G-brands (one product, one market, one brand) 17. 3: The ESP-brand 3: ESP-brand Emotional selling proposition: reliable quality Coca-Cola 18. 4: BSP-brand, the new kid on the block4: BSP-brand Behavioral selling proposition: another promise, different and eager Dell, Virgin 19. 5: Superior quality 5: Superior brandRatio &amp; emotion: high quality for a reasonVolvo for life, B&amp;O 20. 6: On everybodys lips6: Talk of the town Good feeling, cool associations, Have you tried/seen/heard ? New mediabrands: YouTube, Flickr, Twitter 21. 7: The Smart Choice7: Smart choice Clever choice based on behavior and ratio, no fuzz BCC everyday low pricing, high service 22. 8: All in one brand8: All-in-one: theideal brand Scores high on ratio, emotion and promises Apple: high quality, emotionally linked and easy to use 23. ......Mijn video'sRight To Play commmercial EN.wmv......Mijn video'sright to play aljazeera.mp4 24. BusinesspositioningVision: Our Vision is to create a healthier and saferworld through the power of sport and playMission:To improve the lives of children in the mostdisadvantaged areas of the world by usingthe power of sport and play for development,health and peace 25. Communication positioningRight To Play celebrates the playful andthe joyful. In everything we do thewritten word, the spoken word and allvisuals we want to communicate thehope and positive impact of sport andplay. We are creative, different andrumour is around us. 26. Communication positioningRight To Play celebrates the playful andthe joyful. In everything we do thewritten word, the spoken word and allvisuals we want to communicate thehope and positive impact of sport andplay. We are creative, different andrumour is around us. 27. Charitycube for childrenfunds5 8 3 62 7 1 4 28. 1: The Prototype 29. 2: RSP-brand: single issue 30. 3: ESP-brand: childrens emotions 31. 5: Superior qualitybrand 32. 7: Smart choice: a good reason 33. 8: The Ultimate 34. Positioning Right To Play 5 8 3621 4Challenger or talk of the town? 35. Children funds 36. Your Cube: Pick your brand or marketChoose your most important competitorsCreate the cubeForce to fit!!! 37. ConclusionsClassic positioning is outside-inPositionering 2.0 inside-out Managementapproach: make your choicePositioning, the next step: Guestlecture Jaap van der Grinten 4/12 </p>