MARKET 1 Lecture Notes - Lecture 3: Diet Pepsi, Toothpaste, Ikea
Document Summary
Brand positioning: the statement of a brand"s category membership and its point of difference are the fundamental elements in competition-based positioning. Category membership: where a product or service stands in the market. Points of parity: benefit that imply category membership. Categories: hierarchical order of categories, lowest to highest (diet pepsi, pepsi-diet soft drinks-soft drinks-non-alcoholic beverages. Category membership: statement of membership important, for new products, to show that brand belongs. We represent info about brands according to national categories. Super-ordinate category= highest level: pepsi example- non-alcoholic beverages. Some new restaurant would need to establish that they"re in the fast food category. Do so by showing attributes that are typically associated/benefits. I. e showing a value menu, drive thru: how is brand superior to others? (point of difference) Strongest positions where brand has point of difference on main (most important benefit) Select benefits that drive reasons people use this particular product. I. e. laundry detergent-cleaning ability-tide walmmart- low price- everyday low price.
