07 POSITIONING

Summary

In 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.