Positioning and Segmentation

Elements of Positioning

Statement of category membership

Points of Difference

Points of Difference

how is my brand superior to others

EX: tide cleans best

EX: walmart everyday low prices

Laddering up

establishing brand essence and personality to match brand

5 personalities

sincerity

excitement

competence

sophistication

ruggedness

sincerity

subaru (love care family)

dove (real beauty)

excitement

lambo, mazda (fancy sports car)

competence

honda (reliable)

celsius (on the go)

sophistication

rolls royce, bmw, mercedes

ruggedness

ford, ram

laddering down

reinforcing the brand personality to believe a benefit

ford taurus

Brands do both ___ and ___

competitive based and goal positioning

positioning

the most imp part of strategic market

statement of category membership

making known to a consumer what their brand is (especially when new)

segmentation

process of dividing the total market for a product into smaller groups

traditional segmentation

demographically, geographically, psychographic, purchase behavior, benefit

never practice

mass marketing

mass marketing

no segmentation

niche marketing

one product for one segment

differentiated marketing

multiple products for multiple segments

individual (customized) marketing

customized to the individual

target marketing

process of selecting the specific segments to serve

brand position

the way a product is viewed relative to the competition

exemplars

comparing yourself to a brand you want to be known like

ex: if you like frosted flakes, you will like wheaties

benefit selection

what are consumers beliefs about the category

limit to 1 benefit

normative benefits

ones that customers say are imp bc of societal standards rather than bc these benefits actually influence behavior

ex car safety

competition based positioning

strategy on the competition

(at some point must focus on personal brand growth)

laddering up sequence

attribute → benefit → more abstract benefit

category essence

relating the brand to other objects that imply the essence of the category that is related to some goal

ex: lee jeans understands body image, thus they must be the solution

steps

segmentation, targeting, positioning

segmentation

breaking up the groups into similar groups

responsive

accept the firms value proposition (customers willingness)

profitability=

identifiable, substantial, reachable, responsive