Determining the Proper Positioning Steps

Determining the Proper Positioning Steps (IIMADDD/CDERPPR)

  1. Identify Competitive Products (PCB)

    • Product category and brand

  2. Identify Determinant Attributes (FBASS)

    • Features

    • Benefits

    • Applications

    • Surrogates

    • Salient

  3. Measure Existing Perceptions (UASM)

    • Unaided recall

    • Aided recall

    • Spontaneity of brand recall

    • Mental associations (brand and product class, brand and specific attributes - BPC/BSA)

  4. Analyze Relative Position of Alternatives (PPG)

    • Identify prescription, non-prescription, and non-pharmacological (PNN) alternatives

    • Use product-positioning maps

    • Look for gaps

  5. Determine Preferred Set of Attributes (AS)

    • Rank all attributes according to customer preference

    • Survey prescribers, patients, families, nurses, pharmacists, and administrators (PPFNPA)

  6. Define Positioning (CI)

    • Competitive strengths of different brands

    • Intensity of rivalry

  7. Devise Repositioning (PGECCENN)

    • Purchase intent share

    • Growth of segments

    • Evolution of ideal points

    • Competitor positioning intensity and strategy

    • Change in brand positions

    • Emerging attributes

    • New brands

    • New segments