BA343 Wk5 Positioning

8/2/2019 BA343 Wk5 Positioning

1/93

PositioningHi Quality

DominosSlow Fast

Low Quality

Pizza Hut

Papa John

Caesars

SelectTarget

&Position
http://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG


2/93


3/93

Where were at:The 3rdLevel of

Strategy

Business unit Level

Corporate Level

Research &development

Informationsystems

Finance Marketing

Manufacturing

Humanresources

Functional Strategy


4/93

Consumers

Company

Competitors

Conditions

What Weve done

SWOTAnalysis

SituationAnalysis


5/93

What We Know

Mission, resources, Strengths &Weaknesses, growth & competitivestrategies

How the market is segmented & relevantfactors that influence consumerspurchasing decisions

The nature & magnitude of competitionfor the consumers time & $

Existing & emerging Macro-E Trends thatcan impact on strategic decisions

Consumers

Company

Competitors

Conditions


6/93

TargetTargetMarketMarket

Product Place

PromotionPrice


Product Place

PromotionPrice


Product Place

PromotionPrice

Situation AnalysisStrategic

Planning

Company

Consumers

Competitors

ConditionsPEST

The Marketing Mix:

Marketing Strategy

WM

TGT

E

D

CN

G

F

Service

Growth &

CompetitiveStrategies

Ps

PositioningStrategy


7/93

What We do Now

TargetingThe process of evaluating

segments & selecting those thatare most attractive to pursue

PositioningDetermining how a brand should

be perceived & fit into lives of

target consumers

Select

Target&

Position


8/93

Key to Successful Marketing Strategy

Convincing the

right person(s)

that you offerthe best product,

available at best

place, at the best

price


9/93

CustomerNeeds

Price

Marketing Strategy Success Contingent on Formulatingright Marketing Mixaround the most profitable target&

competitive position

DistributionPromotion

Product

Target&

Position


10/93

Marketing Strategy Successcontingent on formulating your

Marketing Mix so that it

Specifies- the way you want

consumers tothink & feelabout your product/service

Defines

-

how you will bedifferentiated & thuscompete in marketplace

Target&

Position

Product

Place Promo

Price

Positioning is the

Centerpiece (literally &

figuratively) of Marketing

Strategy


11/93

Positioning is not

what you do toproduct

Positioning iswhat you do tothe ConsumersMind
http://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG


12/93

Positioning is-the place the product occupies inconsumers mind--

Relative to other competing products

Hi Quality

Dominos

Slow Fast

Low Quality

Pizza Hut

Papa John

Caesars
http://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG


13/93

The Consumer Mind -Set

Consumers

organize the

product field

according to

communicated

conventions

Mercedes=Best

Armani=Best

Pentium=Best

Bud=MostPop.

Wal-Mart=LowPrice, High

Variety
http://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG


14/93

The Product Ladder

Every product field

has a pecking order

The top brands

& the also available
http://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.houseofcatsintl.com/images/ladder.jpg&imgrefurl=http://www.houseofcatsintl.com/catwalks2.html&h=205&w=178&sz=24&tbnid=1avIvrORKyoJ:&tbnh=99&tbnw=86&start=11&prev=/images%3Fq%3Dstep%2Bladder%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.houseofcatsintl.com/images/ladder.jpg&imgrefurl=http://www.houseofcatsintl.com/catwalks2.html&h=205&w=178&sz=24&tbnid=1avIvrORKyoJ:&tbnh=99&tbnw=86&start=11&prev=/images%3Fq%3Dstep%2Bladder%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=atlascopy.com/CopierToner/images/konicacollage.jpg&imgrefurl=http://atlascopy.com/CopierToner/konica.htm&h=203&w=230&sz=14&tbnid=Sjj85llnIcMJ:&tbnh=90&tbnw=101&start=3&prev=/images%3Fq%3DKonica%2Bcopier%26hl%3Den%26lr%3D%26ie%3DUTF-8http://images.google.com/imgres?imgurl=www.colourfast.co.uk/dps%2520news/DPS%2520Portal/Canon_Logo72.jpg&imgrefurl=http://www.colourfast.co.uk/dps%2520news/dpsportal.asp&h=143&w=282&sz=39&tbnid=Guc36mP22_4J:&tbnh=55&tbnw=108&start=9&prev=/images%3Fq%3Dcanon%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8http://images.google.com/imgres?imgurl=www.copiertonerwarehouse.com/images/brands.gif&imgrefurl=http://www.copiertonerwarehouse.com/&h=274&w=506&sz=25&tbnid=Hp5RAP190rYJ:&tbnh=69&tbnw=127&start=10&prev=/images%3Fq%3Dbrands%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DNhttp://images.google.com/imgres?imgurl=www.houseofcatsintl.com/images/ladder.jpg&imgrefurl=http://www.houseofcatsintl.com/catwalks2.html&h=205&w=178&sz=24&tbnid=1avIvrORKyoJ:&tbnh=99&tbnw=86&start=11&prev=/images%3Fq%3Dstep%2Bladder%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG


15/93

To find YourProducts Position

You Need to get

into consumers

head &

Map the product

field from the

consumers point

of view
http://images.google.com/imgres?imgurl=www.houseofcatsintl.com/images/ladder.jpg&imgrefurl=http://www.houseofcatsintl.com/catwalks2.html&h=205&w=178&sz=24&tbnid=1avIvrORKyoJ:&tbnh=99&tbnw=86&start=11&prev=/images%3Fq%3Dstep%2Bladder%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG


16/93

Mapping Product Positions

WM

TGT

E

D

C

N

G

F

Prices

Service

Gives you a visual

representation ofwhere consumers

place competing

brands along keydimensions
http://images.google.com/imgres?imgurl=www.cs.sunysb.edu/~tfwelsh/Points/head-xray-orig.jpg&imgrefurl=http://www.cs.sunysb.edu/~tfwelsh/Points/&h=250&w=250&sz=22&tbnid=-UkSdijlXK4J:&tbnh=106&tbnw=106&start=1&prev=/images%3Fq%3Dhead%2Bxray%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.cs.sunysb.edu/~tfwelsh/Points/head-xray-orig.jpg&imgrefurl=http://www.cs.sunysb.edu/~tfwelsh/Points/&h=250&w=250&sz=22&tbnid=-UkSdijlXK4J:&tbnh=106&tbnw=106&start=1&prev=/images%3Fq%3Dhead%2Bxray%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.cs.sunysb.edu/~tfwelsh/Points/head-xray-orig.jpg&imgrefurl=http://www.cs.sunysb.edu/~tfwelsh/Points/&h=250&w=250&sz=22&tbnid=-UkSdijlXK4J:&tbnh=106&tbnw=106&start=1&prev=/images%3Fq%3Dhead%2Bxray%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.cs.sunysb.edu/~tfwelsh/Points/head-xray-orig.jpg&imgrefurl=http://www.cs.sunysb.edu/~tfwelsh/Points/&h=250&w=250&sz=22&tbnid=-UkSdijlXK4J:&tbnh=106&tbnw=106&start=1&prev=/images%3Fq%3Dhead%2Bxray%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.cs.sunysb.edu/~tfwelsh/Points/head-xray-orig.jpg&imgrefurl=http://www.cs.sunysb.edu/~tfwelsh/Points/&h=250&w=250&sz=22&tbnid=-UkSdijlXK4J:&tbnh=106&tbnw=106&start=1&prev=/images%3Fq%3Dhead%2Bxray%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.cs.sunysb.edu/~tfwelsh/Points/head-xray-orig.jpg&imgrefurl=http://www.cs.sunysb.edu/~tfwelsh/Points/&h=250&w=250&sz=22&tbnid=-UkSdijlXK4J:&tbnh=106&tbnw=106&start=1&prev=/images%3Fq%3Dhead%2Bxray%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.cs.sunysb.edu/~tfwelsh/Points/head-xray-orig.jpg&imgrefurl=http://www.cs.sunysb.edu/~tfwelsh/Points/&h=250&w=250&sz=22&tbnid=-UkSdijlXK4J:&tbnh=106&tbnw=106&start=1&prev=/images%3Fq%3Dhead%2Bxray%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.cs.sunysb.edu/~tfwelsh/Points/head-xray-orig.jpg&imgrefurl=http://www.cs.sunysb.edu/~tfwelsh/Points/&h=250&w=250&sz=22&tbnid=-UkSdijlXK4J:&tbnh=106&tbnw=106&start=1&prev=/images%3Fq%3Dhead%2Bxray%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.cs.sunysb.edu/~tfwelsh/Points/head-xray-orig.jpg&imgrefurl=http://www.cs.sunysb.edu/~tfwelsh/Points/&h=250&w=250&sz=22&tbnid=-UkSdijlXK4J:&tbnh=106&tbnw=106&start=1&prev=/images%3Fq%3Dhead%2Bxray%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.cs.sunysb.edu/~tfwelsh/Points/head-xray-orig.jpg&imgrefurl=http://www.cs.sunysb.edu/~tfwelsh/Points/&h=250&w=250&sz=22&tbnid=-UkSdijlXK4J:&tbnh=106&tbnw=106&start=1&prev=/images%3Fq%3Dhead%2Bxray%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.cs.sunysb.edu/~tfwelsh/Points/head-xray-orig.jpg&imgrefurl=http://www.cs.sunysb.edu/~tfwelsh/Points/&h=250&w=250&sz=22&tbnid=-UkSdijlXK4J:&tbnh=106&tbnw=106&start=1&prev=/images%3Fq%3Dhead%2Bxray%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG


17/93

Steps in CreatingProduct Position Maps

1) Identify relevant set of competitivebrands

2) Identify key attributes consumersuse to evaluate brands

3) Determine consumers perceptionsof each brand -on each attribute

4) Plot products position acrossattributes

5) Plot customer ideal points (marketsegments)

Evoked Set

Consideration Set


18/93

Paired

Comparisons1---------100 Hi Calorie

Low Calorie

Light

Heavy


19/93

Paired

Comparisons1---------100Full Body

Low CaloriePopularPriced

Premium


20/93

Semantic Differentials SA----------SD


21/93

*Old Milwaukee.

*Meister Brau

*Becks

*Strohs

*Miller

*Heineken

*Old Milw. Light

*Coors

*Michelob

*Coors Light

*Budweiser

*Miller Lite

Multi-Dimensional Scaling


22/93

ChevroletNissan

ToyotaSaturn

VW

Position Map Automotive market

Traditional Sporty

Luxury

Functional

Cadillac

Mercedes

Lincoln

Oldsmobile

Chrysler Buick

Ford

Plymouth

Dodge

Mercury

Pontiac

BMW Porsche

Lexus

Figure 5-6


23/93

With RelativeSize ofConsumerSegments

Nondeodorant Deodorant

High

moisturizing

Low

moisturizing

1

2

4

5

7

8

6

3

Zest

Lever 2000

Dial

Lifebuoy

Lava

Lux

Dove

Tone

Position Map - Bar Soap


24/93

W/ Position Map In Hand

Every Marketing

strategist has 4

options:

1. Innovate

2. Relocate

3. Procreate

4. Denigrate
http://images.google.com/imgres?imgurl=www.swlearning.com/web_resources/images/compglrg.jpg&imgrefurl=http://www.swlearning.com/web_resources/global_comp.htm&h=293&w=207&sz=21&tbnid=oHo54VzRpYYJ:&tbnh=110&tbnw=78&start=7&prev=/images%3Fq%3Dpositioning%2Bproduct%2B%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG


25/93

Positioning StrategyOption #1: Innovate

Develop &

Introduce aNew productin a New

Position
http://images.google.com/imgres?imgurl=www.umuc.edu/fyionline/august_02/images/field.jpg&imgrefurl=http://www.umuc.edu/fyionline/august_02/fyionline9.html&h=186&w=144&prev=/images%3Fq%3Dgame%2Bplan%26svnum%3D10%26hl%3Den%26lr%3D%26ie%3DUTF-8%26oe%3DUTF-8


26/93

Find anew or

unoccupiedposition

that is important toconsumers

Cherchez Le Creneau!


27/93

Nondeodorant Deodorant

High

moisturizing

Low

moisturizing

1

2

4

5

7

8

6

3

Zest

Lever 2000

Dial

Lifebuoy

Lava

Lux

Dove

Tone

Find Un-Occupied Soap Space

Safeguard


28/93

Cheap

1

2

4

5

7

6

3

Miller

BUD

Find Un- Occupied Beer Space

Corona


29/93

1st Light Beer

1st Cheap Pen

1stWomens Cigarette
http://images.google.com/imgres?imgurl=www.houstonhotsauce.com/Hot%2520Sauce/Sponsor/miller_lite_logoWhitr.gif&imgrefurl=http://www.houstonhotsauce.com/Hot%2520Sauce/Sponsor.htm&h=187&w=236&sz=8&tbnid=MOmjrWUh12IJ:&tbnh=82&tbnw=103&start=6&prev=/images%3Fq%3Dlite%2Bbeer%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8http://www.ctocigs.com/cshop/images/virginia_filt.jpghttp://www.fairbanksmorsepump.com/images/bic%20tri%20stic%20pens.jpg


30/93

Who was 1st person to

walk on moon? The 2nd?

Who was your 1

st

Big-Nooky?

Your 2nd?
http://images.google.com/imgres?imgurl=www.public.iastate.edu/~bander01/kissing.jpg&imgrefurl=http://www.public.iastate.edu/~bander01/pictures.html&h=767&w=1149&sz=895&tbnid=1yU1QoeOVw8J:&tbnh=100&tbnw=149&start=12&prev=/images%3Fq%3Dkissing%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=hrdi.engin.umich.edu/images/History%2520of%2520the%2520Space%2520Program%2520slides/images/Moon%2520Walk%2520(slide%252025)_jpg.jpg&imgrefurl=http://hrdi.engin.umich.edu/images/History%2520of%2520the%2520Space%2520Program%2520slides/pages/Moon%2520Walk%2520(slide%252025)_jpg.htm&h=816&w=550&sz=75&tbnid=c3179t8hNOMJ:&tbnh=140&tbnw=95&start=10&prev=/images%3Fq%3Dmoon%2Bwalk%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG


31/93

Staking out a Position w/ aProposition

The first person to claima benefit is the one whobecomes associatedwith it in the minds ofconsumers.

Have it Your WayThick & Juicy/

Where's the Beef

You Deserve a BreakToday
http://images.google.com/imgres?imgurl=http://www.aplinet.com/toledoguia/cl/mcdonalds/logo.gif&imgrefurl=http://tamilmarketing.blogspot.com/2005_01_01_tamilmarketing_archive.html&h=202&w=300&sz=3&tbnid=rQxA6uEDizwJ:&tbnh=74&tbnw=111&hl=en&start=1&prev=/images%3Fq%3DMcDonalds%2Blogo%26svnum%3D10%26hl%3Den%26lr%3D%26sa%3DGhttp://images.google.com/imgres?imgurl=www.qklink.com/wendys/ad.gif&imgrefurl=http://www.qklink.com/mainmenu/restaur/fastfood/wendys/&h=260&w=390&sz=27&tbnid=NYIG5_Js-2IJ:&tbnh=80&tbnw=120&prev=/images%3Fq%3Dwendy%2527s%2B%26svnum%3D10%26hl%3Den%26lr%3D%26ie%3DUTF-8%26oe%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=spartanshops.sjsu.edu/dining/images/dominant_photo/bk_logo.gif&imgrefurl=http://spartanshops.sjsu.edu/dining/index.php%3Fp%3Drest_bk&h=156&w=151&sz=8&tbnid=alxq9PBjGLIJ:&tbnh=90&tbnw=88&prev=/images%3Fq%3DBurger%2BKing%2Blogo%26svnum%3D10%26hl%3Den%26lr%3D%26ie%3DUTF-8%26oe%3DUTF-8


32/93

--Finding an Open & LucrativePosition is Difficult--

Product Spacealready very

competitive

Mind-Space is

very limited &alreadyoccupied
http://images.google.com/imgres?imgurl=www.neon-das.com/flashi16.jpg&imgrefurl=http://www.neon-das.com/flashing_led_signs_15.html&h=129&w=532&sz=14&tbnid=5HxZ1NqzvbUJ:&tbnh=31&tbnw=127&start=24&prev=/images%3Fq%3Dno%2Bvacancy%2Bsign%26start%3D20%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DNhttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG


33/93

PRODUCT POSITIONING

Evoked &ConsiderationSets-occupied

The mind will holdonly a fewalternatives in

memory &disregards allothers
http://images.google.com/imgres?imgurl=atlascopy.com/CopierToner/images/konicacollage.jpg&imgrefurl=http://atlascopy.com/CopierToner/konica.htm&h=203&w=230&sz=14&tbnid=Sjj85llnIcMJ:&tbnh=90&tbnw=101&start=3&prev=/images%3Fq%3DKonica%2Bcopier%26hl%3Den%26lr%3D%26ie%3DUTF-8http://images.google.com/imgres?imgurl=www.colourfast.co.uk/dps%2520news/DPS%2520Portal/Canon_Logo72.jpg&imgrefurl=http://www.colourfast.co.uk/dps%2520news/dpsportal.asp&h=143&w=282&sz=39&tbnid=Guc36mP22_4J:&tbnh=55&tbnw=108&start=9&prev=/images%3Fq%3Dcanon%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8http://images.google.com/imgres?imgurl=www.copiertonerwarehouse.com/images/brands.gif&imgrefurl=http://www.copiertonerwarehouse.com/&h=274&w=506&sz=25&tbnid=Hp5RAP190rYJ:&tbnh=69&tbnw=127&start=10&prev=/images%3Fq%3Dbrands%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DNhttp://images.google.com/imgres?imgurl=www.houseofcatsintl.com/images/ladder.jpg&imgrefurl=http://www.houseofcatsintl.com/catwalks2.html&h=205&w=178&sz=24&tbnid=1avIvrORKyoJ:&tbnh=99&tbnw=86&start=11&prev=/images%3Fq%3Dstep%2Bladder%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG


34/93

Whats in Your Evoked Set?

Rental Cars?

Tissue?

Soft Drinks?

Fast Food?

Potato Chips?ComputerChips?

Positioning Strategy
http://images.google.com/imgres?imgurl=www.disgruntledhousewife.com/products/images/kleenex.gif&imgrefurl=http://www.disgruntledhousewife.com/products/kleenex.html&h=300&w=190&sz=31&tbnid=Z_2V_Ja-jswJ:&tbnh=110&tbnw=70&start=4&prev=/images%3Fq%3DKleenex%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.super-superstore.com/images/car-budget-car-logo.jpg&imgrefurl=http://www.super-superstore.com/Car.asp&h=153&w=286&sz=7&tbnid=k3tS1GKgybQJ:&tbnh=57&tbnw=108&start=3&prev=/images%3Fq%3DNational%2Bcar%2Brental%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.theweddingsite.com/avis/logo.gif&imgrefurl=http://www.theweddingsite.com/avis/&h=251&w=400&sz=8&tbnid=mORmYbXaTLgJ:&tbnh=75&tbnw=119&start=12&prev=/images%3Fq%3Davis%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.rolexmiddlesearace.com/imgs/hertz.jpg&imgrefurl=http://www.rolexmiddlesearace.com/carhire.html&h=200&w=200&sz=22&tbnid=NqlwMCvtpwgJ:&tbnh=99&tbnw=99&start=4&prev=/images%3Fq%3DHertz%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DNhttp://images.google.com/imgres?imgurl=www.24hours.gr/Assets/NationalLogo.jpg&imgrefurl=http://www.24hours.gr/en/car/&h=36&w=100&sz=2&tbnid=3fQNwIQsA9YJ:&tbnh=27&tbnw=75&start=12&prev=/images%3Fq%3DNational%2Bcar%2Brental%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=osumu.org/shops/pics/bk1.jpg&imgrefurl=http://osumu.org/shops/&h=142&w=150&sz=17&tbnid=ippMYqU3ANEJ:&tbnh=85&tbnw=89&start=4&prev=/images%3Fq%3Dburger%2Bking%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.omahacoupons.com/CompanyLogos/kfc.jpg&imgrefurl=http://www.omahacoupons.com/vendor_page.asp%3FVendID%3D66&h=150&w=116&sz=9&tbnid=iFqYWJIrcdUJ:&tbnh=89&tbnw=69&start=40&prev=/images%3Fq%3DFast%2Bfood%2Blogos%26start%3D20%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DNhttp://images.google.com/imgres?imgurl=www.xdial.de/img/logos/mcdonalds.png&imgrefurl=http://www.xdial.de/news/Meldung.asp%3FId%3D4726&h=68&w=68&sz=5&tbnid=Gs5rVJdcMNMJ:&tbnh=65&tbnw=65&start=11&prev=/images%3Fq%3DFast%2Bfood%2Blogos%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.msstate.edu/dept/union/images/wendys.gif&imgrefurl=http://www.msstate.edu/dept/union/fcourt.htm&h=180&w=180&sz=11&tbnid=cdMcjYuZpswJ:&tbnh=96&tbnw=96&start=6&prev=/images%3Fq%3Dwendys%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.funset.com/images/pepsi.gif&imgrefurl=http://www.funset.com/funsetgrill.html&h=164&w=214&sz=6&tbnid=Woe3m9bCDsIJ:&tbnh=77&tbnw=100&start=3&prev=/images%3Fq%3DPepsi%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.volantminiatureshop.com/images/foods/potato_chips.gif&imgrefurl=http://www.volantminiatureshop.com/food_1.htm&h=458&w=320&sz=96&tbnid=87xBP6HpTiYJ:&tbnh=124&tbnw=87&start=10&prev=/images%3Fq%3Dpotato%2Bchips%2B%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG


35/93


Option #2: Relocate

Redesign &

Re-introducean Existingproduct

in a NewPosition

R P iti N t Id l f t/


36/93

Expensive

Inexpensive

For

Headac

hes

For

Bod

yAches

Excedrin

Bufferin

Anacin Tylenol

Nuprin

Advil

Bayer

St. Josephs

Motrin

Medipren

Ideal

Ideal

Re-Position Nearer to Ideal of most/moreprofitable target group

Reformulate, Repackage &/or more

directly Promote: Tylenol for effective

Headache Relief

Tylenol


37/93

Larger

Seg

I

J t iti
http://www.youtube.com/watch?v=JinBKqSCSachttp://images.google.com/imgres?imgurl=www.a2zpsychology.com/images/biolog7.gif&imgrefurl=http://www.a2zpsychology.com/&h=300&w=534&sz=49&tbnid=yF3UZVyldWkJ:&tbnh=72&tbnw=128&start=8&prev=/images%3Fq%3Dbehavior%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.funset.com/images/pepsi.gif&imgrefurl=http://www.funset.com/funsetgrill.html&h=164&w=214&sz=6&tbnid=Woe3m9bCDsIJ:&tbnh=77&tbnw=100&start=3&prev=/images%3Fq%3DPepsi%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.oldstylebeer.com/checkerimages/checkertp2.jpg&imgrefurl=http://www.oldstylebeer.com/validator.asp&h=195&w=276&sz=20&tbnid=jwfrUkCp9fQJ:&tbnh=77&tbnw=108&start=8&prev=/images%3Fq%3DOld%2BStyle%2Bbeer%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG


38/93

TASTES As Good

As Budweiser

But Costs

a Whole Lot

Less!

Juxtaposition Old StyleMarket Rollout

Positioning requires
http://images.google.com/imgres?imgurl=www.oldstylebeer.com/checkerimages/checkertp2.jpg&imgrefurl=http://www.oldstylebeer.com/validator.asp&h=195&w=276&sz=20&tbnid=jwfrUkCp9fQJ:&tbnh=77&tbnw=108&start=8&prev=/images%3Fq%3DOld%2BStyle%2Bbeer%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://www.youtube.com/watch?v=WdhUE_aViKchttp://www.youtube.com/watch?v=WdhUE_aViKchttp://images.google.com/imgres?imgurl=www.bud.co.kr/images/budweiser/logo_logo_01.gif&imgrefurl=http://www.bud.co.kr/budweiser/logo3.asp&h=164&w=280&sz=10&tbnid=3uNzjQsbbrUJ:&tbnh=63&tbnw=107&start=6&prev=/images%3Fq%3Dbudweiser%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.rareads.com/scans/3324.jpg&imgrefurl=http://www.rareads.com/rareads/webdistillery.html&h=894&w=609&sz=20&tbnid=iTMw6bWpKT8J:&tbnh=143&tbnw=98&start=4&prev=/images%3Fq%3Dbudweiser%2Bbeer%2Bad%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.oldstylebeer.com/checkerimages/checkertp2.jpg&imgrefurl=http://www.oldstylebeer.com/validator.asp&h=195&w=276&sz=20&tbnid=jwfrUkCp9fQJ:&tbnh=77&tbnw=108&start=8&prev=/images%3Fq%3DOld%2BStyle%2Bbeer%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.smartsoftwareshopper.com/storeimages/mind-games.jpg&imgrefurl=http://www.smartsoftwareshopper.com/prod/mind-games.htm&h=193&w=184&sz=9&tbnid=gkWTSSb-7sQJ:&tbnh=97&tbnw=93&start=13&prev=/images%3Fq%3Dmind%2Bgames%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG


39/93

Positioning requiresConsumerPartipulation

You have to get the consumer toparticipatein their own

manipulation

Manipulate what is already inthe mind of the consumer

Do not challenge existingperceptions

If b 1 t
http://images.google.com/imgres?imgurl=www.smartsoftwareshopper.com/storeimages/mind-games.jpg&imgrefurl=http://www.smartsoftwareshopper.com/prod/mind-games.htm&h=193&w=184&sz=9&tbnid=gkWTSSb-7sQJ:&tbnh=97&tbnw=93&start=13&prev=/images%3Fq%3Dmind%2Bgames%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=jppetit.free.fr/screen/fond/1152_864_mind_games_3.JPG&imgrefurl=http://jppetit.free.fr/screen/sreen.htm&h=864&w=1152&sz=72&tbnid=jlv68rYB-XUJ:&tbnh=112&tbnw=149&start=55&prev=/images%3Fq%3Dmind%2Bgames%26start%3D40%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DN


40/93

is # 1

Avis is only #2 in rental carsSo why go with us?

We try harder

If you cant be 1stat least be Real

Th Cl i J i i
http://images.google.com/imgres?imgurl=www.rolexmiddlesearace.com/imgs/hertz.jpg&imgrefurl=http://www.rolexmiddlesearace.com/carhire.html&h=200&w=200&sz=22&tbnid=NqlwMCvtpwgJ:&tbnh=99&tbnw=99&start=4&prev=/images%3Fq%3DHertz%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DN


41/93

The Classic Juxtaposition

Avoids contradictingwhats really in

consumers mind

The

Originals

Positioning involves
http://images.google.com/imgres?imgurl=www.eurolloyd.com/avis.jpg&imgrefurl=http://www.eurolloyd.com/car.htm&h=544&w=341&sz=111&tbnid=bGaKyek1WOsJ:&tbnh=129&tbnw=81&start=7&prev=/images%3Fq%3Davis%2Bcar%2Brental%2B%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.eurolloyd.com/avis.jpg&imgrefurl=http://www.eurolloyd.com/car.htm&h=544&w=341&sz=111&tbnid=bGaKyek1WOsJ:&tbnh=129&tbnw=81&start=7&prev=/images%3Fq%3Davis%2Bcar%2Brental%2B%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.eurolloyd.com/avis.jpg&imgrefurl=http://www.eurolloyd.com/car.htm&h=544&w=341&sz=111&tbnid=bGaKyek1WOsJ:&tbnh=129&tbnw=81&start=7&prev=/images%3Fq%3Davis%2Bcar%2Brental%2B%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.eurolloyd.com/avis.jpg&imgrefurl=http://www.eurolloyd.com/car.htm&h=544&w=341&sz=111&tbnid=bGaKyek1WOsJ:&tbnh=129&tbnw=81&start=7&prev=/images%3Fq%3Davis%2Bcar%2Brental%2B%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://www.youtube.com/watch?v=03HM2Ho1kUc&feature=relatedhttp://images.google.com/imgres?imgurl=www.eurolloyd.com/avis.jpg&imgrefurl=http://www.eurolloyd.com/car.htm&h=544&w=341&sz=111&tbnid=bGaKyek1WOsJ:&tbnh=129&tbnw=81&start=7&prev=/images%3Fq%3Davis%2Bcar%2Brental%2B%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG


42/93

Positioning involvesComparatives not Superlatives

Lite Beer from Miller. Everything you always wanted in a beer.

And less.

Coca ColaThe Real Thing Infer all others are imitators

Not the BEST Thing

http://www.youtube.com/watch?v=IWwg_5-ou0Ahttp://www.youtube.com/watch?v=omB-HVs6sRwhttp://www.youtube.com/watch?v=IWwg_5-ou0Ahttp://www.youtube.com/watch?v=omB-HVs6sRw


43/93


Option #3: Procreate

Develop &

Introduce anumber ofNewproducts

in multiplePositions


44/93

Expensive

Inexpensive

For

Headac

hes

For

Bod

yAches

Excedrin

Bufferin

AnacinTylenol

Nuprin

Advil

Bayer

St. Josephs

Motrin

Medipren

I

I

Medipren

Plus

MediprenCold &Flu

Procreating calls for developing &

positioning multiple products

The Master of Multi- Branding


45/93

The Master of Multi- BrandingProcter & Gamble:Every Brand w/ its own Position

Tide: for family marketCheerfor clothes -conscious

w/color guardBold: for value-conscious

w/fabric softenerGain: for scent-conscious

w/aromaticsEra: for dirt-conscious

w/stain removers

Dash: for price-conscious

Dreft: for new mothers

Ariel:for eco-conscious
http://www.youtube.com/watch?v=YGjlYVe67Fshttp://www.youtube.com/watch?v=o0I60nglPqwhttp://www.youtube.com/watch?v=wXgjn-ZQapwhttp://www.youtube.com/watch?v=p89nd7x6ejEhttp://www.youtube.com/watch?v=cd3CZotfZSkhttp://www.youtube.com/watch?v=yqE1G5aEEtAhttp://www.youtube.com/watch?v=Apc7ADyQrKIhttp://www.youtube.com/watch?v=gA6Ym1SQxu0http://www.youtube.com/watch?v=63wIejQ29uwhttp://images.google.com/imgres?imgurl=www.c1000-aalsmeer.nl/images/nieuw_dreftextrahyg.jpg&imgrefurl=http://www.c1000-aalsmeer.nl/nieuwinassortiment_1998-05.html&h=248&w=160&sz=11&tbnid=5gKM7dr1WNEJ:&tbnh=105&tbnw=68&start=8&prev=/images%3Fq%3Ddreft%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.comenzi.com/images/Detergent%2520Ariel%2520Verde%2520Autom%2520(600g).gif&imgrefurl=http://www.comenzi.com/default.asp%3Fcatid%3D21%26page%3D1&h=83&w=60&sz=5&tbnid=UCGhBydb0IMJ:&tbnh=71&tbnw=52&start=7&prev=/images%3Fq%3DAriel%2Bdetergent%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.comenzi.com/images/Detergent%2520Ariel%2520Verde%2520Autom%2520(600g).gif&imgrefurl=http://www.comenzi.com/default.asp%3Fcatid%3D21%26page%3D1&h=83&w=60&sz=5&tbnid=UCGhBydb0IMJ:&tbnh=71&tbnw=52&start=7&prev=/images%3Fq%3DAriel%2Bdetergent%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.comenzi.com/images/Detergent%2520Ariel%2520Verde%2520Autom%2520(600g).gif&imgrefurl=http://www.comenzi.com/default.asp%3Fcatid%3D21%26page%3D1&h=83&w=60&sz=5&tbnid=UCGhBydb0IMJ:&tbnh=71&tbnw=52&start=7&prev=/images%3Fq%3DAriel%2Bdetergent%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.comenzi.com/images/Detergent%2520Ariel%2520Verde%2520Autom%2520(600g).gif&imgrefurl=http://www.comenzi.com/default.asp%3Fcatid%3D21%26page%3D1&h=83&w=60&sz=5&tbnid=UCGhBydb0IMJ:&tbnh=71&tbnw=52&start=7&prev=/images%3Fq%3DAriel%2Bdetergent%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=reidsco.com/images/19384.jpg&imgrefurl=http://reidsco.com/Products/searchct.mv%3F358&h=202&w=259&sz=19&tbnid=tRW_mAvU8rAJ:&tbnh=83&tbnw=106&start=2&prev=/images%3Fq%3DCheer%2Bdetergent%26hl%3Den%26lr%3D%26ie%3DUTF-8http://images.google.com/imgres?imgurl=www.c1000-aalsmeer.nl/images/nieuw_dreftextrahyg.jpg&imgrefurl=http://www.c1000-aalsmeer.nl/nieuwinassortiment_1998-05.html&h=248&w=160&sz=11&tbnid=5gKM7dr1WNEJ:&tbnh=105&tbnw=68&start=8&prev=/images%3Fq%3Ddreft%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.c1000-aalsmeer.nl/images/nieuw_dreftextrahyg.jpg&imgrefurl=http://www.c1000-aalsmeer.nl/nieuwinassortiment_1998-05.html&h=248&w=160&sz=11&tbnid=5gKM7dr1WNEJ:&tbnh=105&tbnw=68&start=8&prev=/images%3Fq%3Ddreft%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.comenzi.com/images/Detergent%2520Ariel%2520Verde%2520Autom%2520(600g).gif&imgrefurl=http://www.comenzi.com/default.asp%3Fcatid%3D21%26page%3D1&h=83&w=60&sz=5&tbnid=UCGhBydb0IMJ:&tbnh=71&tbnw=52&start=7&prev=/images%3Fq%3DAriel%2Bdetergent%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://www.youtube.com/watch?v=63wIejQ29uwhttp://www.youtube.com/watch?v=gA6Ym1SQxu0http://www.youtube.com/watch?v=Apc7ADyQrKIhttp://www.youtube.com/watch?v=yqE1G5aEEtAhttp://www.youtube.com/watch?v=cd3CZotfZSkhttp://www.youtube.com/watch?v=p89nd7x6ejEhttp://www.youtube.com/watch?v=wXgjn-ZQapwhttp://www.youtube.com/watch?v=o0I60nglPqwhttp://www.youtube.com/watch?v=YGjlYVe67Fshttp://images.google.com/imgres?imgurl=www.c1000-aalsmeer.nl/images/nieuw_dreftextrahyg.jpg&imgrefurl=http://www.c1000-aalsmeer.nl/nieuwinassortiment_1998-05.html&h=248&w=160&sz=11&tbnid=5gKM7dr1WNEJ:&tbnh=105&tbnw=68&start=8&prev=/images%3Fq%3Ddreft%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG


46/93

Michelob Light, Michelob Dry.

Michelob Dil ted its
http://images.google.com/imgres?imgurl=www.kab.org/images/anheuser_busch_logo.gif&imgrefurl=http://www.kab.org/vision_event_details.cfm&h=91&w=115&sz=6&tbnid=frMyFeQAkUIJ:&tbnh=64&tbnw=80&start=37&prev=/images%3Fq%3DAnheuser-busch%2Blogo%26start%3D20%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DNhttp://images.google.com/imgres?imgurl=www.webshop.kiev.ua/image/logo/20.gif&imgrefurl=http://www.webshop.kiev.ua/toyota/&h=177&w=252&sz=14&tbnid=BRWQfsLtA9AJ:&tbnh=74&tbnw=105&start=3&prev=/images%3Fq%3DToyota%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.belts-n-things.com/acatalog/BA320.jpg&imgrefurl=http://www.belts-n-things.com/acatalog/BEER_BUCKLES_.html&h=156&w=200&sz=8&tbnid=2xjJu8ILVlIJ:&tbnh=77&tbnw=98&start=48&prev=/images%3Fq%3DMichelob%2Bbeer%26start%3D40%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DN


47/93

Michelob Diluted itsPosition

Michelob was the first high-pricedPremium-domestic beer---

Then they launched into Michelob Light, Michelob

Dry Honey Lager HefeWeizen

A position

of power

They started to

become everything toeverybody and theybecame nothing
http://images.google.com/imgres?imgurl=www.teamlorenz.com/Signs/194%2520Michelob%2520Hefeweizen.JPG&imgrefurl=http://www.teamlorenz.com/metal_signs.htm&h=450&w=600&sz=90&tbnid=c5tezqLIo3UJ:&tbnh=99&tbnw=132&start=5&prev=/images%3Fq%3DMichelob%2Bbeer%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.teamlorenz.com/Signs/194%2520Michelob%2520Hefeweizen.JPG&imgrefurl=http://www.teamlorenz.com/metal_signs.htm&h=450&w=600&sz=90&tbnid=c5tezqLIo3UJ:&tbnh=99&tbnw=132&start=5&prev=/images%3Fq%3DMichelob%2Bbeer%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.belts-n-things.com/acatalog/BA320.jpg&imgrefurl=http://www.belts-n-things.com/acatalog/BEER_BUCKLES_.html&h=156&w=200&sz=8&tbnid=2xjJu8ILVlIJ:&tbnh=77&tbnw=98&start=48&prev=/images%3Fq%3DMichelob%2Bbeer%26start%3D40%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DNhttp://images.google.com/imgres?imgurl=www.teamlorenz.com/Signs/194%2520Michelob%2520Hefeweizen.JPG&imgrefurl=http://www.teamlorenz.com/metal_signs.htm&h=450&w=600&sz=90&tbnid=c5tezqLIo3UJ:&tbnh=99&tbnw=132&start=5&prev=/images%3Fq%3DMichelob%2Bbeer%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.steinville.com/Michelob_light.jpg&imgrefurl=http://www.steinville.com/Michelobs.htm&h=409&w=427&sz=66&tbnid=_H5lXj_FTXMJ:&tbnh=115&tbnw=121&start=3&prev=/images%3Fq%3DMichelob%2Bbeer%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.allproducts.com.tw/manufacture9/nanlien/p01.jpg&imgrefurl=http://www.allproducts.com.tw/manufacture9/nanlien/supplier.html&h=200&w=200&sz=8&tbnid=Yy6h8lsRn60J:&tbnh=99&tbnw=99&start=7&prev=/images%3Fq%3DMichelob%2Bbeer%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG


48/93

A note of Caution aboutMulti-Branding

Be Careful when introducing/positioning a new product-- especially if

you're using the family brand-name
http://images.google.com/imgres?imgurl=http://www.sel-uk.com/testimonials/logos/kelloggs_logo.gif&imgrefurl=http://www.sel-uk.com/testimonials/logos/&h=54&w=142&sz=2&tbnid=l_iQ3JeQD2wJ:&tbnh=33&tbnw=86&start=18&prev=/images%3Fq%3Dkelloggs%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.kelloggs.fr/pictures/marques/nosmarq_illu.jpg&imgrefurl=http://www.kelloggs.fr/marques/&h=455&w=535&sz=79&tbnid=77Umw8wzaGMJ:&tbnh=109&tbnw=128&start=15&prev=/images%3Fq%3Dkelloggs%2Bproducts%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.trainweb.org/tylick/heinz57.jpg&imgrefurl=http://www.trainweb.org/tylick/signcofogrocery.htm&h=264&w=264&sz=19&tbnid=5GBFd-SD_W4J:&tbnh=107&tbnw=107&start=10&prev=/images%3Fq%3DHeinz%2B57%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DNhttp://images.google.com/imgres?imgurl=www.tentsontrucks.com/30109.jpg&imgrefurl=http://www.tentsontrucks.com/heinz_57_grill.htm&h=160&w=156&sz=13&tbnid=T9JlxN7jt1gJ:&tbnh=91&tbnw=89&start=6&prev=/images%3Fq%3DHeinz%2B57%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DN


49/93

Be careful w/ Brand Extensions(using existing brand name in new product category)

Kodak Crayons

Exxon Office Furniture

Gerber Life Insurance

Life Savers Gum

Xerox ComputersKleenex Towels

Established

perceptions not

compatible across

product classes

A & H P d


50/93

Arm & Hammer ProductsA Success-

Established perceptions readilytransfers product classes

utubes

http://www.youtube.com/watch?v=h8_PH5PwoeIhttp://www.youtube.com/watch?v=4rj8ut8NVCkhttp://images.google.com/imgres?imgurl=www.joesachs.com/tear%2520sheet%2520folder/arm%2520and%2520hammer.jpg&imgrefurl=http://www.joesachs.com/tear%2520sheet%2520folder/arm%2520%26%2520hammer.html&h=372&w=285&sz=30&tbnid=XNrswncznNcJ:&tbnh=117&tbnw=90&start=4&prev=/images%3Fq%3Darm%2Band%2Bhammer%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://www.youtube.com/watch?v=D6RUnB905wkhttp://images.google.com/imgres?imgurl=www.wackypackages.org/realproductsscans/arm-hammer.jpg&imgrefurl=http://www.wackypackages.org/realproductsscans/arm-hammer.html&h=595&w=450&sz=79&tbnid=gYUt1Wa_HwcJ:&tbnh=132&tbnw=100&start=6&prev=/images%3Fq%3Darm%2Band%2Bhammer%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG


51/93


Option # 4: Denigrate

Place

Competitor'sproduct

in a lessFavorablePosition
http://images.google.com/imgres?imgurl=www.umuc.edu/fyionline/august_02/images/field.jpg&imgrefurl=http://www.umuc.edu/fyionline/august_02/fyionline9.html&h=186&w=144&prev=/images%3Fq%3Dgame%2Bplan%26svnum%3D10%26hl%3Den%26lr%3D%26ie%3DUTF-8%26oe%3DUTF-8http://images.google.com/imgres?imgurl=www.silverqueen.com/Pictures/Pictures_China/lenox/LENOX2.jpg&imgrefurl=http://www.silverqueen.com/China_Tableware/lenox.asp&h=1025&w=1248&sz=96&tbnid=vB5QKCtNKmwJ:&tbnh=123&tbnw=149&start=9&prev=/images%3Fq%3Dlenox%2Bchina%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG


52/93

Repositioning the Competition

Royal Doulton, the china of

Stratford-on-Avon

Vs.

Lenox, the china of

Pomona, New Jersey
http://images.google.com/imgres?imgurl=www.photo.net/cr/sj-slum-aerial-71.jpg&imgrefurl=http://www.photo.net/cr/monteverde&h=372&w=551&sz=82&tbnid=dHBD3F3bf0EJ:&tbnh=87&tbnw=128&start=2&prev=/images%3Fq%3Dslum%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.horseriders.com.au/statford/about5.jpg&imgrefurl=http://www.horseriders.com.au/statford/About.htm&h=228&w=200&sz=9&tbnid=gPMKOtbQ54AJ:&tbnh=102&tbnw=90&start=27&prev=/images%3Fq%3DStatford%2B%26start%3D20%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DNhttp://images.google.com/imgres?imgurl=www.calva.asso.fr/~terredeurope/JPontsurAvon.jpg&imgrefurl=http://www.calva.asso.fr/~terredeurope/tORIGIN.htm&h=162&w=251&sz=21&tbnid=cPf5P4Nj8XMJ:&tbnh=68&tbnw=105&start=15&prev=/images%3Fq%3DStatford%2B%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=dmoz.org/img/moz/factory.gif&imgrefurl=http://dmoz.org/Business/&h=150&w=200&sz=7&tbnid=X-RGc7VVpOEJ:&tbnh=74&tbnw=98&start=24&prev=/images%3Fq%3Dfactory%26start%3D20%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DNhttp://images.google.com/imgres?imgurl=www.joncombe.com/images/statford5.jpg&imgrefurl=http://www.combe.plus.com/jon/stratford-upon-avon1.html&h=703&w=1024&sz=118&tbnid=ddotO43uFfgJ:&tbnh=102&tbnw=148&start=11&prev=/images%3Fq%3DStatford%2B%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=homepages.wmich.edu/~d1zantje/new%2520jersey%2520map.gif&imgrefurl=http://homepages.wmich.edu/~d1zantje/midterm.htm&h=319&w=300&sz=8&tbnid=Jtr9tzv0OSAJ:&tbnh=112&tbnw=106&start=4&prev=/images%3Fq%3Dnew%2Bjersey%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.silverqueen.com/Pictures/Pictures_China/lenox/LENOX2.jpg&imgrefurl=http://www.silverqueen.com/China_Tableware/lenox.asp&h=1025&w=1248&sz=96&tbnid=vB5QKCtNKmwJ:&tbnh=123&tbnw=149&start=9&prev=/images%3Fq%3Dlenox%2Bchina%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG


53/93

Repositioning theCompetition

Nuprin vs. Tylenol vs. Aspirin Tylenol campaign pointed out the

negative affects of aspirin (stomachupset)

Scope vs. Listerine

Minty BreathNot

Medicine Breath

uTube

uTube

uTube
http://www.youtube.com/watch?v=AK3M2NWXgpEhttp://www.youtube.com/watch?v=AK3M2NWXgpEhttp://www.youtube.com/watch?v=JGvNPAPB25ghttp://www.youtube.com/watch?v=FExiiR0cSkQhttp://www.youtube.com/watch?v=AK3M2NWXgpE


54/93

Visa: They wont takeAmerican express

Repositioning the Competition

NOT
http://www.youtube.com/watch?v=AK3M2NWXgpEhttp://www.youtube.com/watch?v=AK3M2NWXgpEhttp://www.youtube.com/watch?v=AK3M2NWXgpEhttp://www.youtube.com/watch?v=AK3M2NWXgpEhttp://images.google.com/imgres?imgurl=www.thetudorblackpool.co.uk/american%2520express.jpg&imgrefurl=http://www.thetudorblackpool.co.uk/&h=370&w=268&sz=42&tbnid=TBFZBxSS5qUJ:&tbnh=117&tbnw=85&start=13&prev=/images%3Fq%3Damerican%2Bexpress%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.thetudorblackpool.co.uk/american%2520express.jpg&imgrefurl=http://www.thetudorblackpool.co.uk/&h=370&w=268&sz=42&tbnid=TBFZBxSS5qUJ:&tbnh=117&tbnw=85&start=13&prev=/images%3Fq%3Damerican%2Bexpress%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.euronet.nl/users/rulrich/images/visa.gif&imgrefurl=http://www.euronet.nl/users/rulrich/abonnement.htm&h=165&w=276&sz=7&tbnid=JW_Id7PnbkgJ:&tbnh=65&tbnw=108&start=1&prev=/images%3Fq%3DVisa%2B%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.usolympicteam.com/ebay/bid_items/visa.gif&imgrefurl=http://members.ebay.com/aboutme/usolympicteam&h=180&w=201&sz=6&tbnid=u-7TEPR-bMYJ:&tbnh=88&tbnw=98&start=9&prev=/images%3Fq%3DVisa%2Bis%2Beverywhere%2Byou%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG


55/93

Developing & ImplementingPositioning Strategy

Differentiation

CommunicationThe World On Time

Choosing & Implementing best quality
http://images.google.com/imgres?imgurl=www.thetudorblackpool.co.uk/american%2520express.jpg&imgrefurl=http://www.thetudorblackpool.co.uk/&h=370&w=268&sz=42&tbnid=TBFZBxSS5qUJ:&tbnh=117&tbnw=85&start=13&prev=/images%3Fq%3Damerican%2Bexpress%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.thetudorblackpool.co.uk/american%2520express.jpg&imgrefurl=http://www.thetudorblackpool.co.uk/&h=370&w=268&sz=42&tbnid=TBFZBxSS5qUJ:&tbnh=117&tbnw=85&start=13&prev=/images%3Fq%3Damerican%2Bexpress%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.thetudorblackpool.co.uk/american%2520express.jpg&imgrefurl=http://www.thetudorblackpool.co.uk/&h=370&w=268&sz=42&tbnid=TBFZBxSS5qUJ:&tbnh=117&tbnw=85&start=13&prev=/images%3Fq%3Damerican%2Bexpress%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=www.thetudorblackpool.co.uk/american%2520express.jpg&imgrefurl=http://www.thetudorblackpool.co.uk/&h=370&w=268&sz=42&tbnid=TBFZBxSS5qUJ:&tbnh=117&tbnw=85&start=13&prev=/images%3Fq%3Damerican%2Bexpress%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG


56/93

1. Stakeout optimum positionBased on your most salientcompetitive advantage

2. Focus on Single-CompetitiveAdvantageoften bestHelps togain positioning intensity

3. Position strengthened bynoting your strengths inconjunction with yourcompetitors weaknesses

Choosing & Implementinga Differentiation Strategy

q y

lowest price

best value

most reliable
http://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG


57/93

DevelopingDifferentiating Statements

For (target customers)

Who aredissatisfied w/

(current market alternatives)

Our product is (a new product category)

That provides (key capability)

Unlike (competing alternatives)

We provide (the desired alternative).

GPrices
http://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DG


58/93

NordstromsDifferentiating Statement

For discriminating shoppers

Who are

dissatisfied w/

long-lines and substandard customer

service

Our product is offering only the highest quality and service,

That provides the premiere prestige retailer

Unlike other retailers who take your business forgranted,

We are committed to making you our mostimportant customer.

WM

TGT

E

D

CN

G

F

Service

N

G Prices
http://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&start=2&prev=/images%3Fq%3DFedEx%2Blogo%26hl%3Den%26lr%3D%26ie%3DUTF-8%26sa%3DGhttp://images.google.com/imgres?imgurl=actsofvolition.com/images/fedexlogo.gif&imgrefurl=http://actsofvolition.com/archives/2002/october/hidinginthe&h=214&w=250&sz=4&tbnid=__QJ28yRwIAJ:&tbnh=90&tbnw=105&s

BA343 Wk5 Positioning

Documents

Transcript of BA343 Wk5 Positioning