Pre-requisites for positioning your offer Marketing strategy: iutenligne resource no. 269 Marketing objectives: iutenligne resource no. 272 Customer targeting:

Pre-requisites for positioning your offer

•Marketing strategy: iutenligne resource no. 269

•Marketing objectives: iutenligne resource no. 272

•Customer targeting: iutenligne resource no. 265

Laurence Chérel - Catherine Madrid IUT Tech de Co

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Subsequent links

with product, price, distribution and communication policies


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Objectives in terms of content:

- Understand the concept of positioning

- Define a positioning in the marketing strategy


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Objectives in terms of expertise:

• Understand the issues involved in positioning the offer,

• Choose a relevant positioning,• Pinpoint positioning errors.


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Why define a positioning?


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Congested markets difficult for the consumer to distinguish between

offers

To prevent trivialization position the offer

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Defining the positioning


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Demonstrate the value of the product in the consumer’s mind compared to competitive productsthrough the expression of differences

objective

or imaginary

that are desired by the market

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The conditions for good positioning: the positioning reference triangle


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Product characteristics: coherent differentiation

Competitive brand positioning: exclusive differentiation

Market expectations: a decisive differentiation

for the consumer.

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Example:

The free daily newspaper Direct Matin:

- Associated with major regional daily press brands (Sud-

Ouest, La Voix du Nord, Le Progrès, La Provence, Midi Libre, La Dépêche du Midi) to offer 3 or 4 pages of local news every day.

- Mostly distributed from display stands.


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Reference triangle for « Direct Matin »


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Product characteristics: Type of news,Distribution method

Competitive brand positioning: The only free daily to offer this distribution method

Market expectations: proximity and undeniable practicality for young, working, urban readers.

The conditions for a good positioning: the differentiation must also be:

• Communicable• Defendable• Accessible to the consumer• Profitable for the company


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Positioning areas: various options• Product-based

– Certain product characteristics • Enriched with Vitamin D

– Solutions to a problem• Palmolive for sensitive skins

– Opportunities for use• Washing liquid for black clothing

– User categories• Jacques Dessange anti-ageing

– By creating a new category• “The healthy way to start the day”

– …


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Service-based positioning:

– Practicality • Change your subscription package with Bouygues Télécom

– Delivery • 24-hour

– Installation– Advice– After-sales service– Employees in contact with the customers– …


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Positioning errors• “Under-positioning”

– The failure of Pepsi colourless• The positioning that lacks credibility

– The “best product in the world”…• Narrow positioning

– Cactus-shaped Mexican biscuits• Confusing positioning

– BHV


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Positioning strategies


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Very poor Very good

weak Take no action

Reinforcer the hallmark

attribute’s decisive characteristic

strongImprove the

product evaluation based on its

hallmark attribute

Maintain thepositioning

Product evaluation based on its hallmark attribute

The hallmark attribute’s decisive characteristic

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The desired positioning• The company makes choices in the mix

that aim to express the distinctive characteristics that it would like to see consumers assign to the product.


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Perceived positioning

• Corresponds to the characteristics that the consumer assigns to the product


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The tools used to analyze positioning

• Perceptual analysis: this uses surveys to pinpoint the decisive hallmark attributes in the consumer’s mind and his perception of the various offers on the market

• Perceptual maps (mapping):– These are used to pinpoint the brands that are perceived

in a similar way,– To pinpoint the brands whose positioning is isolated,– To show the discrepancy between the desired positioning

and the perceived positioning.


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Diagrammatic representation


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Differentiation criterion A

Differentiation criterion B

Brand ABrand C

Brand B

Brand D

An example of the perception of women’s magazines


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Dream

The others

Nous deuxIntimité

Femme actuelle

AvantagesPrimaModes and travaux

Marie ClaireElleMadame FigaroMarie France

Me

Reality

Seduction

Practical

Escape

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To summarize:

Positioning:- highlighting the differences to enhance the company’s offer in the customers’ eyes compared to the competition

- to avoid anonymity in congested markets


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Once you’ve defined the positioning,

YOU MUST express it through the product, price, distribution and communication (mix).


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Further reading:

PRLJEVIC Mirjana (2007) - La stratégie de positionnement comme clef de succès. – Paris: l’Harmattan (Gestion, Management, Entreprises), 124 pages.


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Knowledge check quiz


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Documents

Pre-requisites for positioning your offer Marketing strategy: iutenligne resource no. 269 Marketing objectives: iutenligne resource no. 272 Customer targeting: