07 POSITIONING
Summary
TLDRIn this session of the MM5001 Marketing Management course, Mila Armilia discusses the concept of positioning in the customer's mind. She explains that positioning is determined by customer perceptions and is crucial for building a competitive advantage. The session outlines four steps to effective positioning: evaluating a perceptual map, identifying competitive advantages, finding value propositions, and crafting a strong positioning statement. Potential issues like under, over, and confused positioning are also addressed, highlighting the importance of clear brand identity and customer understanding.
Takeaways
- 🎯 Positioning is a strategic marketing concept that occurs after segmenting and targeting, focusing on where a brand stands in the customer's mind relative to competitors.
- 🏷 Positioning is not determined by the brand owner but by the customer's perception of the brand's value proposition.
- 🤝 Positioning involves a complex set of perceptions, impressions, and feelings that customers have for a product compared to competing products.
- 📊 A perceptual map is a tool used to evaluate where a product stands within an industry, comparing it on important buying dimensions like price and quality.
- 🛠️ There are four steps to decide positioning: evaluate the perceptual map, choose the right competitive advantage, find possible value propositions, and create a clear and strong positioning statement.
- 🚫 Positioning problems can include under-positioning (no clear image), over-positioning (too narrow a focus), and confused positioning (conflicting or confusing messages).
- 📈 A perceptual map helps in understanding the relative positioning of a product by placing it on a map with two dimensions, showing how it compares to competitors.
- 🔄 Perceptual maps are dynamic and relative, focusing on what matters to consumers and can change over time as perceptions evolve.
- 🏆 Competitive advantage in positioning comes from offering something memorable and sustainable that customers value and that competitors cannot easily replicate.
- 📝 A strong positioning statement is crucial as it communicates the brand's unique value proposition clearly, helping to solidify its place in the target market's mind.
Q & A
What is the main topic discussed in the session?
-The main topic discussed in the session is positioning in marketing management.
What are the prerequisites for positioning according to the script?
-The prerequisites for positioning are segmenting and targeting, which means deciding who the target market is before positioning can be determined.
What does positioning refer to in the context of the script?
-Positioning refers to where a brand takes place in the customer's mind, which is defined by the customer's perceptions, impressions, and feelings about the brand compared to competitors.
How is positioning related to value propositions?
-Positioning is related to value propositions as it is determined by how the value propositions are delivered to the customer and how they are perceived in the customer's mind.
What are the four steps to decide positioning as mentioned in the script?
-The four steps are: 1) Evaluate the perceptual map, 2) Choose the right competitive advantage, 3) Find the possible value propositions, and 4) Make a clear and strong positioning statement.
What is a perceptual map and what does it represent?
-A perceptual map is a tool for mapping the consumer perceptions of a product versus competing products on important buying dimensions, helping to understand where exactly a product stands within the industry compared to others.
What is the significance of choosing the right competitive advantage in positioning?
-Choosing the right competitive advantage is significant because it determines what sustainable edge the brand has that customers will remember and value, contributing to the brand's unique position in the market.
What are the possible problems that might occur with positioning as outlined in the script?
-The possible problems are under positioning (no clear image or position), over positioning (too narrow focus), and confused positioning (customer confusion about the brand's unique value proposition or due to too much information).
How does the script define the term 'perceptual map' in the context of cars?
-In the context of cars, the perceptual map evaluates important buying decisions such as price and quality, placing brands in relation to these factors to understand their market position.
What is the relationship between a perceptual map and a positioning map according to the script?
-A perceptual map and a positioning map are used interchangeably, both focusing on choosing important dimensions for evaluating a product within the industry and understanding consumer perceptions relative to competing brands.
What does the script suggest as the final outcome of effective positioning?
-Effective positioning results in establishing an image or identity of the brand in a way that consumers perceive it in a certain desired manner, influencing their perceptions within a specific target segment.
Outlines
📌 Introduction to Positioning in Marketing Management
In this session, Mila Armilia introduces the concept of positioning within the framework of marketing management. The discussion follows the previous sessions on segmenting and targeting, emphasizing that positioning occurs after identifying the target market. Positioning is described as the place a brand occupies in the customer's mind, which is determined by the customer's perceptions, impressions, and feelings about the brand relative to competitors. The session outlines four steps to decide on positioning: evaluating a perceptual map, choosing a competitive advantage, identifying value propositions, and crafting a clear positioning statement. Potential positioning problems such as under positioning, over positioning, and confused positioning are also discussed.
📈 Understanding Perceptual Maps for Competitive Positioning
The second paragraph delves deeper into the use of perceptual maps in positioning. It explains that a perceptual map helps to visualize a product's position relative to competitors based on important buying dimensions, such as price and quality in the example of the car industry. The paragraph clarifies that a perceptual map is synonymous with a positioning map and is crucial for selecting relevant dimensions to evaluate a product within its industry. The dynamic nature of market positioning is highlighted, indicating that it is based on customer perceptions and can change over time. The summary concludes with the definition of market positioning as the process of establishing a brand's image or identity in a way that aligns with the desired consumer perception.
Mindmap
Keywords
💡Positioning
💡Segmenting
💡Targeting
💡Perceptual Map
💡Competitive Advantage
💡Value Propositions
💡Positioning Statement
💡Under Positioning
💡Over Positioning
💡Confused Positioning
💡Relative Positioning
Highlights
Introduction to the concept of positioning in marketing management.
Positioning is defined as where a brand takes place in the customer's mind.
Positioning is determined by the customer's perception of a brand's value propositions.
Positioning is about the complex sets of perceptions, impressions, and feelings a customer has for a product.
The importance of relative positioning in comparison to competitors.
Positioning helps in building a competitive advantage for a product.
Four steps to decide positioning: evaluate a perceptual map, choose a competitive advantage, find value propositions, and create a positioning statement.
A perceptual map helps in understanding a product's position within the industry relative to competitors.
The necessity of choosing a sustainable competitive advantage that customers remember.
Identifying possible value propositions to differentiate from competitors.
Creating a clear and strong positioning statement to effectively communicate a brand's identity.
Potential positioning problems such as under positioning, over positioning, and confused positioning.
Under positioning occurs when there is no clear image or actual position for the brand.
Over positioning happens when the focus is too narrow.
Confused positioning arises when customers are unclear about the brand's unique value proposition.
The perceptual map's role in showing consumer perceptions on important buying dimensions.
The dynamic nature of perceptual maps and their use in evaluating product positions within an industry.
Market positioning as the process of establishing a brand's image or identity in the consumer's mind.
The session's conclusion and anticipation for the next session on positioning.
Transcripts
[Music]
thank you
hello
welcome back with me Mila armilia
windassari from the School of Business
and management in City technology bundle
again in this courses
mm5001 marketing management
and in this sessions we are going to
talk about positioning
so if you notice that the previous two
sessions before this session is actually
talking about segmenting and then
targeting
so positioning can be divine only after
we have decided who are our segment is
and who will be our target market then
the next step is to decide where our
positioning is
so what is positioning
positioning is where your brand takes
place in the customer's mind
so basically positioning is not divided
by you as the brand owner or you as a
company
other than that positioning was defined
by the customer how your customer might
think about your value propositions and
therefore sometimes positioning and well
propositions are correlated each other's
how your value propositions deliver to
your customer then it becomes your
positioning on the customer's mind
so positioning is about the complex sets
of perceptions
impressions
and feelings that the customer have for
your product compared to the competing
product
so when we are talking about the
positioning actually we are not only
talking about how you was perceived by
your customer but also in related to
your relative positioning compared to
the other competitors
so your product is defined by the
customer and decide the positions of
your product occupies in each of your
targeted segment since every Target
segment might have a different
perceptions about your product
so how positioning can build competitive
Advantage how can we think that the way
we position our product can divide our
competitive advantage
so there are four ways to decide our
positioning
first evaluate the perceptual map
perceptual map is about a mapping
about figuring out where is exactly your
product within the industry compared to
the other competitors
the second
choose the right competitive advantage
so you have to decide it what is your
sustainable competitive advantage to be
something that your customer really
remember about
the third one
find the possible value propositions
and the last one is you make a very
clear and strong positioning statement
so that was the four steps on deciding
the position
and what might be the possible
positioning problem
there are three problems that might
occur
first one under positioning
if it is wall no clear image no actual
positions at all the second if it is
over positioning
if for example you provide two narrow
Focus
and the third one is confused
positioning
so the customer is really confused where
your positions what is your unique value
propositions
conflicting and confusing statement or
maybe because of just too much
informations so it's not really clear
where you are positioning at
so now let's evaluate how the perceptual
Maps looks like you might say in this
figure
so positioning or perceptual map show
the consumer perceptions of the marketer
versus the competing product on the
important buying dimensions
usually the perceptual map has two
dimensions
for example in these examples we are
evaluating the perceptual map of a car
product
and the important buying decisions there
are two factors in the car
first is about the price
second is about the quality
so when we are evaluating the perceptual
map we are trying to put each of the
brain
compared and relative to the others when
we are looking for for example if it is
high price and high quality then it goes
to the merciless bets
while in the other hand we might think
like
um not so good quality but not so low
price maybe we can put Toyota theres for
example
so by evaluating perceptual map we know
exactly our positions compared to the
other competitors
perceptual map is usually used
interchangeably with the position map
so perceptual map and positioning map is
actually about choosing what matters and
as an access what dimensions are
important to evaluate the product within
those industry
so it is about the perceptions it is
relative and it is dynamic
so when we are saying about positioning
basically Market positions reverse to
the customer perceptions of a brand in
related to the competing brand
and what I can summarize is Market
positioning refers to the process of
establishing an image or an identity of
the brand so that consumer perceive it
in a certain way
and therefore positioning can be happen
because after you know exactly who your
target market is then you would like to
portray in that specific Target segment
where your customer perceptions will be
placed
so that's all that I can have for the
positioning sessions today thank you for
paying attentions and see you in the
next session
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