Product Positioni
ngSports and Entertainment Marketing
Why is product positioning important to
marketers? Separate yourself from other products in
the market
Consumers are bombarded with advertising, and the consumers will only accept what is consistent with their prior knowledge and experience
Product Positioning The efforts a business makes to identify, place
and sell its products in the marketplace
Businesses identify customers wants and needs
Determine how they compare to the competition
Some businesses want to be very different from competitors products
Goal of Product Positioning
Set the product apart from the competition:1. Wendy’s
Square Hamburger - Never Frozen
2. Burger King- Flamed Broiled Hamburgers
Positioning By Price Position within a product line
Positioning by price and quality stresses high price as a symbol of quality and low price a symbol of value Economy line, Mid-price line, Luxury line
Positioning By Features and Benefits
Products are associated with a feature, attribute or customer benefit
Clorox developed “Greenworks” for the Eco-Friendly target market
Positioning in Relation to the Competition
Positioning to compete directly with the products of other companies
Common strategy when one company is trying to solidify an advantage over another company
Not good to compete with an industry leader
Better to compete with an underdog
Positioning in Relation to Other Products in a Line
Individual products may be positioned in relation to other products in the same line
iPod Shuffle
iPod Nano
iTouch
Can Athletes and Entertainers be positioned in
the marketplace?
Class Activity You are now going to create a PowerPoint describing the
positioning strategies of an entertainer or athlete of your choice.
Introduction Slide Agenda Slide Name and picture of your product or person “Who am I?” description and picture (describes the person
not just the job) “What do I do?” description and picture “For who am I?” description and picture (remember the
who is the target market) Create a positioning statement for your product/person List
three reasons for the person’s positioning with relation to the competition
Conclusion Slide