Consumer BehaviourLecture 12

Product PositioningPlacing a brand in the market where it will have a favorable reception compared to competing productsPositioning The image a brand has in the mind of the consumer

Product PositioningHow a product is positioned?Offering a featureOffering a benefit

Product PositioningExamples (Offering a feature)It's Uncola Never Had It, Never Will (reference to not containing caffeine)

Product PositioningExamples (Offering a feature)No its not that

Product PositioningExamples (Offering a feature)We try harder

Product PositioningExamples (Offering a feature)

Product PositioningExamples (Offering a benefit)Good to the last drop

Product PositioningMulti positioning strategyUmbrella positioning strategy

Product PositioningReasons to Re-Position Product Original position is a mistakeFor premium price

Product PositioningReasons to Re-Position Product Example

Positioning ServicesSurrogate cues

Perceptual MapHelps understand how product or brand appears in relation to competitors product brandHelps see gaps in positioning of all brands and unmet needs

Perceptual MapPriceTaste/ sweetness

Perceptual Map of Brand ImagesClassy, distinctive proudConservative, older peopleSpirited performance, young people, fun, sportyPractical, fuel efficient, affordableLincolnCadillacMercedesOldsmobileChryslerBuickBMWPontiacLexusPorscheHondaChevroletNissanToyotaHyundaiVWFordDodge

Quality of ProductConformancePerformance

Gronroos Perceived Service Quality Paradigm

Expected QualityExperienced QualityTotal Perceived QualityMarket CommunicationImageWord-of-mouthCustomer needsImageFunctional Quality: HowTechnicalQuality: What

Quality of ServicesCustomers ExpectationMarketers UnderstandingMarketers DeliveryCustomers PerceptionGap 1Gap 3Gap 21

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63

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Quality of ServicesFive factors to measure quality of servicesReliabilityAssuranceResponsivenessEmpathyTangibility

Retail outlet, country of origin and manufacturers image have direct impact on perception of quality