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Chapter Fourteen
Market Positioning and Branding
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.2
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
Positioning Creating a distinct image in the
mind of the consumer Who the firm is How the firm is different from the
competition How the firm can satisfy their wants
and needs Positioning is the perception the
customer has of the product offering
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.3
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
Positioning Pitfalls
Forced into a position by a strong competitor
Firm’s position is unclear to the customer
The firm has no position
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.4
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
Salience, Determinance, and Importance
In order to position, need to how customers perceive and place each
Salience Attributes that are “top of mind”
Determinance Attributes that actually determine the decision to
purchase a product Importance
Attributes that are important to the customer after the choice
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.5
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
Objective Positioning Creating an image of the product that
reflects physical characteristics and functional features
“The car is red” Ruth’s Chris Steakhouse
Very important and often used in hospitality
Can create a unique image and differentiate
Not effective when the feature is not unique
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.6
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
Subjective Positioning Creating a unique product image in the
mind of the customer based on subjective attributes
Attributes are not physical attributes of the product, but the customer’s mental perception of the product
Can occur automatically in the consumer Marketer hopes to control the positioning Marketer hope to create an image that
will be shared by consumers
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.7
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.8
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
Tangible Positioning Creating an intangible, subjective
image of a product based on a tangible feature of the product
Used in the hospitality industry as products reach commodity status
Morton’s positioning statement “When it rains, it pours”
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.9
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
Intangible Positioning Creating a tangible, objective image
based on an intangible aspect of the product
Consumers purchase tangibles (meals, hotel rooms) but we market intangibles
A hotel atrium The steak’s sizzle
Positioning is not brand perception alone, but how the image stands in relation to competing images
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.10
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.11
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
Effective Positioning The need to make the brand different
from other similar brands Positioning must promise the benefit
that the customer will receive Good positioning creates an image,
differentiates itself and promotes a benefit
Motel 6: “We’ll leave the light on for ya” Should clearly distinguishes from the
competition on factors important to the target market
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.12
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
Effective Positioning U.S. Army: An Army of
One U.S. Army: Be all that
you can be Marines: The Few, The
Proud, The Marines Toyota Today: Moving
Forward Toyota Old: Get the
feeling McDonald’s Today: I’m
Loving It. McDonald’s Old: You
Deserve a Break Today. Burger King: Have it
your way.
General Electric Today: Imagination at Work.
General Electric Old: We bring good things to life.
Microsoft Today: Your passion, our commitment.
Microsoft Old: Where do you want to go today?
Holiday Inn Express: Stay Smart.
Motel 6: We’ll leave the light on for ya.
Nike: Just do it.
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.13
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
Positioning’s Vital Role Positioning goes beyond
advertising Is a single-minded concept from
which everything flows Positioning is about creating a
marketing niche
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.14
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
Repositioning Changing the position or image in the
marketplace Reasons to reposition
Unsuccessful position Tried and failed to achieve a desired position Competitors have overcrowded the position Appeal to a new segment Add a new segment Increase the size of a segment Merging of properties
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.15
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
Branding and Positioning A brand is a well known product or
service of consistent quality available to consumers in multiple locations
Strong brands attract more franchises and higher revenues
Technology has had a significant impact on branding
Product consistency and the integrity of branded properties affects positioning of the entire brand
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.16
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
Hotel Restaurant Branding Outsourcing hotel F&B outlets is in some
cases more profitable Put brand names in house to avoid patrons
eating out at brands How it works
Hotel leases space for a flat fee or percentage of sales
Acquire and become a franchise Undertake a joint venture where the hotel and
restaurant share the costs and profits Hospitality and non-hospitality firms take
on joint ventures
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.17
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
Multiple Brands and Product Positioning Developed for growth purposes and
for market segments Also provides protection from the
competition against the single brand Different market segments may
include many of the same people, but for different purposes, different contexts or different times
Manage to avoid cannibalization Keep separate and distinct images
© 2008 Pearson Education, Upper Saddle River, NJ 07458.
All Rights Reserved.18
Marketing Essentials in Hospitality and Tourism: Foundations and Practices by Shoemaker & Shaw
Discussion Give an example of a hospitality
firm whose advertising demonstrates tangible or intangible positioning.