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PRASETIYA MULYA
business school
If there is no competition
Positioning Strategy is not needed
The more competitive, the greater the need
for Positioning Strategy in the market served
Definition :
Is the act of designing the company’s offer and image
so that it occupies a distinct and valued place in the
target customers’ mind
(P. Kotler)
MM/Mkt. Mgnt/Positioning/MM-AP-P.Kotler, Ch.12/RP - 01
PRASETIYA MULYA
business school
Positioning,
is “key issue” for New-Product Development and managing
existing products being marketed.
Product Positioning,
is “marketing tools” for answering questions :
 How to position a product, relatively against other products ?
 How different a product compare to others ?
Mkt. Strat/Positioning/C.Merle Crawford pp.243-253/RP - 02
PRASETIYA MULYA
business school
Product
Positioning
Marketer’s Perspective
Showing or Explaining
differences against other products
Buyers’ Perspective
Have “perceived product position”
in their mind
If the marketer’s effort is succeed, both perspectives are the same
Mkt. Strat/Positioning/C.Merle Crawford pp.243-253/RP - 03
PRASETIYA MULYA
business school
Marketing Manager
must “take action” first !
?
Prospect customer,
do not have “positioning”
of New-Product in their mind !
Mkt. Strat/Positioning/C.Merle Crawford pp.243-253/RP - 04
PRASETIYA MULYA
business school
Recognizing :
Buyers have different / varied needs
(Levitt cs)
Will attracted toward different offers
Every products/services can be differentiated
(Dermot Dunphy, CEO of Sealed Air Corp.)
But keep in mind, that :
 Not all Brand differences, are meaningful or worthwhile
 Not every difference is a “differentiator”
 Each difference has the potential to create company costs
 Each difference has the potential to create customer benefits
Company must carefully select the ways in which it will distinguish
itself from competitors
MM/Mkt. Mgnt/Positioning/MM-AP-P.Kotler, Ch.12/RP - 05
PRASETIYA MULYA
business school
 Important
Delivers a highly valued benefit to a sufficient number of buyers
 Distinctive
Offered in a more distinctive way by the company
 Superior
Is superior to other ways to obtain the same benefit
 Communicable
The difference is communicable and visible to buyers
 Preemptive
Cannot be easily copied by competitors
 Affordable
Buyers can afford to pay for the difference
 Profitable
The company will find it profitable to introduce the difference
MM/Mkt. Mgnt/Positioning/MM-AP-P.Kotler, Ch.12/RP - 06
PRASETIYA MULYA
business school
3 Positioning Purposes :
 Defining the product for its customers
 Helping the customers to remember the product
 Communicating the relevant attribute to its customers
7 Positioning Strategy :
1. Attribute Positioning
2. Benefit Positioning
3. Use/Application Positioning
4. User Positioning
5. Competitor Positioning
6. Product Category Positioning
7. Quality/Price Positioning
MM/Mkt. Mgnt/Positioning/MM-AP-P.Kotler, Ch.12/RP - 07
PRASETIYA MULYA
business school
New Typology for Product Positioning
Surogate Category
Surogate = Substitute
Where something substitutes for something else
Marketer do not using “features/benefits”, instead expressing
“something” about the product which make the readers or
the audience to draw their own individual conclusion
MM/Mkt. Mgnt/Positioning/MM-AP-P.Kotler, Ch.12/RP - 08
PRASETIYA MULYA
business school
Single-Benefit Positioning
Double-Benefit Positioning
If there are two or more firms claiming the same feature or
benefits, then the other firm may use additional feature to its
product
Triple-Benefit Positioning
Tooth Paste : white teeth - fresh breath - anti cavity
MM/Mkt. Mgnt/Positioning/MM-AP-P.Kotler, Ch.12/RP - 9
PRASETIYA MULYA
business school
1. Under Positioning
Didn’t put enough stress/efforts in communicating product/
brand benefits. Buyers have only a vague idea, and don’t
really sense anything special about it.
2. Over Positioning
Company puts its product/brand too “high” and/or too
narrow. Buyers don’t know that there are products/brands
they can afford.
3. Confused Positioning
Company making too many claims and/or changing the
brand’s positioning too frequent.
4. Doubtful Positioning
Buyers may find it hard to believe the brand, in view of the
product’s features, price etc.
MM/Mkt. Mgnt/Positioning/MM-AP-P.Kotler, Ch.12/RP - 10
PRASETIYA MULYA
business school
Differences to be Promoted in Positioning !
 “Strengths & uniqueness” of the products/services
 Features which can be developed quick enough
Requirement ?
Comparison Analysis of competitors’ products
MM/Mkt. Mgnt/Positioning/MM-AP-P.Kotler, Ch.12/RP - 11
PRASETIYA MULYA
business school
Repositioning
To change existing product/brand positioning
It’s needed when :
 Product/brand positioning is unclear
 The old positioning is not valid any more
MM/Mkt. Mgnt/Positioning/MM-AP-P.Kotler, Ch.12/RP - 12