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Differentiation تميز & Positioning وضع
Chapter 6
Dr. Elan MKG 201 2
Dr. Elan MKG 201 3
Positioning –
Is the way the product is defined by consumers on
important attributes سمات – the place مكان
the product occupies تحتل in consumer’s minds
relative to competing products العقول
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• Examples –
• “Tide” is positioned as a powerful all purpose
األغراض لجميع family detergentقوية
• “Mercedes & Cadillac” positioned as luxury
productsترف
• “Volvo” – positioned on safety سالمة
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• Positioning is a result of –
• A set of perceptions التصورات
• Impressions انطباعات
• Feelings مشاعر
- of consumers about a product
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• Marketers –
• Do not want their products’ “position” to chance
• Plan “positions” to their greatest advantage ميزة
in selected target markets
• Must design marketing mixes to create the planned
“positions”
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• Positioning maps –
• Positioning maps are used in planning
differentiation and positioning strategies [see
picture]
– Positioning map for US large luxury sport utility vehicle
market
– Perceived positioning on two dimensions – price &
orientation [luxury Vs Performance]
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Dr. Elan MKG 201 9
Choosing a differentiation and positioning
strategy
– Differentiation and positioning easy for certain firms
– Two or more firms may go for same positioning
[Almarai & Alsafi] – but should differentiate in their offerings
– Positioning should serve the needs and preferences
of target markets
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Steps in differentiation & positioning:
1. Identify a set of differentiating competitive
advantages
2. Choosing the right competitive advantage
3. Select an overall positioning strategy
• Should then effectively communicate and deliver the
chosen position to the target market
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1. Identify a set of differentiating competitive
advantages
a. Product differentiation can be on – features,
performance, style & design
a. Service differentiation can be through – speedy,
convenient or careful delivery [Banks – working 7 days],
Lexus cars – known for quality service
a. Channel differentiation – thru – channel’s coverage,
expertise & performance [Ex: Procter & Gamble]
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2. Choosing the right competitive advantage:
a. Necessary for building the positioning strategy
a. Decide how many differences to promote and which ones?
a. Walmart promotes - “always low prices”
b. Burger king – promotes – “personal choice” – “have it your way”
b. Some companies use more than one differentiation
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Which differences to promote –
• Important [should be]
• Distinctive مميز
• Superior متفوق
• Communicable نقل
• Pre emptive االستباقية
• Affordable [to the buyer] معقولة بأسعار
• Profitable [for the seller]
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3. Selecting an overall positioning strategy
– Winning “value propositions” –
– More for more [Mercedes]
– More for same [Lexus Vs Mercedes service]
– The same for less
– Less for much less
– More for less
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• Developing a positioning statement
“Quality you can afford” تحمل
• Communicating and delivering the chosen
position –
• Company's marketing mix strategy should support the
positioning strategy
• Implementing the positioning strategy is very important
• Should not change the positioning strategy [unless
necessary]
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Avoid تجنب
• Under positioning
• Over positioning
• Confused الخلط positioning
• Doubtful فيه positioning مشكوك
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End