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Positioning and

Perceptual Mapping

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Session Outline

STP process Revisit

Positioning

Steps of effective positioning

Points of Parity and Differentiation

Perceptual Mapping

Why perceptual Mapping Importance

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STP process

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Positioning

Positioning

Consumersperspective

Importantattributes

Relative tocompetitors

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Positioning

The strategic attempt to influence / control themental position of the brand in the mind of thetarget customer segment(s)

The articulation of Brand

Brand Values, USP, Value Proposition,

The Intended Brand Equity The different kind of differentiations

A guide to staff

A strategic lighthouse

What we do, what we do not do, how we do it

Steps for Effective Positioning

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Steps for Effective Positioning

Documenting What benefits are

the most important toyour current and

potential customers?

Deciding What image do you

want your current andpotential customers to

have of yourbusiness/brand?

Differentiating Which competitors do you want

to appear different from andwhat are the factors you will useto make your business differentfrom them?

Differentiation

Product Differentiationi.e. Features, Performance,

Style and Design etc

Image Differentiationi.e. Symbols, Atmosphere,

Events etc

Services Differentiationi.e. Delivery, Installation.Customer Training etc

Personnel Differentiationi.e. Hiring, Training Better

People Than Competitors etc

Positioning Parity and Differentiation

Company

Customer

Competitor

Points of

Parity

Common POINTS OF PARITY category benefits

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Positioning Parity and Differentiation

Company

Customer

Competitor

POINTS OF DIFFERENTIATION potential advantages with the category

Points of

Differentiation Points of

Differentiation

Differences WorthEstablishing

Affordable Superior

Profitable

Communicable

Distinctive

Important

Preemptive

Steps for Effective Positioning

Designing How will you develop

and communicatethese differences?

Delivering How will you make

good on what youpromised and howdo you make surethat you havedelivered?

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Positioning statements

Positioning statements summarize the companyor brand positioning

EXAMPLE:

To (target segment and need)

our (brand)

is (concept)

that (point-of-difference)

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Examples of Positioning statementPositioning statements from large and small companies: Mercedes-Benz: Engineered like no other car in the world Wharton Business School: The only business school that trains

managers who are global, cross-functional, good leaders, andleveraged by technology

Melbourne Business School: Global Business Leaders BMW: The ultimate driving machine

Southwest Airlines: The short-haul, no-frills, and low-priced airline Avis: We are only Number 2, but we try harder

Famous Footwear: The value shoe store for families Miller Lite: The only beer with superior taste and low caloric content

The Heidel House Resort: The place to reconnect with loved ones Northern Nevada Business Weekly: The only source for local

business news

Positioning in mobile phone sets

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Perceptual Mapping

Perceptual Mapping

Displaying or graphingthe location of products or brands

in the minds of consumers.

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Perceptual Maps are useful - Key reasons

Assessing strengths and weaknesses relative to competing brandsalong certain criteria important to the customer. This is revealed by the positions of the marketer's brand and

competing brands along the axes. Identification of competitive advantage for the brand

Perceptual maps show differentiation among products in thecustomer's mind.

Identifying market opportunities Empty spaces near an ideal point (meaning an attractive market

segment) on the perceptual map represent potential marketopportunities.

See how ideal points are moving In addition, perceptual maps show how ideal points shift as

markets mature, and therefore a brand might shift its positioningin order to retain or gain a competitive advantage.

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OTC Pain RelieversOTC Pain Relievers

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Pain RelieversPain Relievers

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Perceptual Mapping Super markets

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Session Take Away Marketers plan positions that give their products the

greatest advantage in selected target markets, and they

design marketing mixes to create these plannedpositions.

In planning their positioning, marketers often prepare

perceptual maps that show consumer perceptions oftheir brand versus competing brands on attributes that

are important to the consumer, whether functional orsymbolic.