MCS 3500 Lecture 13: positioning

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 3500
• Professor: b

Document Summary

Differentiation (what you do to an offering): creating tangible/ intangible differences on one or more attributes between a focal offering and its main competitors. Positioning (what you try to do to the minds of consumers): a set of strategies a firm develops to differentiate its offering in the minds of its target customers. Successful positioning will result in the offering occupying a distinct, important and sustainable position in the minds of the target customers. Unique only supplier offering true/ four colour packaging. Superior relative to competition (we deliver 20% more on time delivery) Equal but cheaper we will meet or beat any competitor"s price. Price and value from the view point of customers: find the value of a product and then price accordingly. Six approaches to positioning: the open hole position, the new category, the number-two brand consumers like choice, the specialist, the channel brand, the gender brand: marlboro first cigarette for men, virginia slims for women.