positioning
Chapter 9 Positioning Decisions Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the the target market’s mind. Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Exhibit 9.4 Steps in the Positioning Process (1 of 2) 1. Identify relevant set of competitive products. 2. Identify the set of determinant attributes that define the “product space” in which positions of current offerings are located. 3. Collect information from a sample of customers and potential customers about perceptions of each product on the determinant attributes. 4. Analyze intensity of a product’s current position in customers’ minds. Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Exhibit 9.4 Steps in the Positioning Process (2 of 2) 5. Determine product’s current location the product space (product positioning). 6. Determine customers’ most preferred combination of determinant attributes. 7. Examine the fit between preferences of market segments and current position of product (market positioning). 8. Select positioning or repositioning strategy. Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Exhibit 9.5 Product Category and Brand Positioning (1 of 2) A. Product category positions (breakfast foods market) Expensive Bacon and eggs Cold cereal Timeconsuming Quick Pancakes Hot cereal Instantbreakfast drinks Inexpensive Source: Adapted from P.S. Busch and M.J. Houston, Marketing Strategic Foundations (Burr Ridge, IL: Richard D. Irwin, 1985), p. 430. Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Perceptual Map Live shows Easy to reach Good food Fantasy Exercise Fun rides Disneyland Knott’s Berry Farm -1.6 -1.4 -1.2 -1.0 -0.8 -0.6 -0.4 -0.2 -0.2 Magic Mountain Little waiting 0.8 Educational, animals Marineland 0.4 of the Japanese Pacific 0.2 Deer Park 0.6 0.2 0.4 0.6 0.8 1.0 1.2 1.4 1.6 -0.4 -0.6 Irwin/McGraw-Hill 1.0 -0.8 Busch Gardens Lion Country Safari © The McGraw-Hill Companies, Inc., 1998 Economical Positioning Map: Automobiles For Generation Yers More “Edgy” Kia Sorrento Scion Inexpensiv e Cube Expensive $13k $20K Civic Less “Edgy” Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 What is Scion’s Mission Statement? "To satisfy a trend setting youthful buyer through distinctive products and an innovative, consumer-driven process." Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Exhibit 9.6 Perceptual Map of Women’s Clothing Retailers in Washington, D.C. Women’s-wear fashionability Conservative versus current versus very latest Washington 1990 Women’s fashion market Worst value The Limited Neiman-Marcus Saks Bloomingdale’s Macy’s Nordstrom Hit or Miss Dress Barn The Gap Casual Corner L&T Britches Garfinkels Kmart Sears TJ Maxx Sassafras Marshalls Loehmann’s Hecht’s Woodward & Lothrop JC Penney Talbots Women’s-wear value for the money Best value Source: Adapted from Douglas Tigert and Stephen Arnold, “Nordstrom: How Good Are They?” Babson College Retailing Research Reports, September 1990, as shown in Michael Levy and Barton A. Weitz, Retailing Management (Burr Ridge, IL: Richard D. Irwin, 1992), p. 205. Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Exhibit 9.7 Perceptual Map of Women’s Clothing Retailers in Washington, D.C., Showing the Ideal Points of a Segment of Consumers Women’s-wear fashionability Conservative versus current versus very latest Washington 1990 Women’s fashion market Worst value The Limited Neiman-Marcus Saks Bloomingdale’s Macy’s Nordstrom Hit or Miss Dress Barn The Gap Casual Corner L&T Britches Garfinkels Kmart Sears TJ Maxx Sassafras Marshalls Loehmann’s Hecht’s Woodward & Lothrop JC Penney Talbots Women’s-wear value for the money Best value Source: Adapted from Douglas Tigert and Stephen Arnold, “Nordstrom: How Good Are They?” Babson College Retailing Research Reports, September 1990. Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Exhibit 9.8 Perceptual Map of Women’s Clothing Retailers in Washington, D.C., Showing Five Segments Based on Ideal Points Women’s-wear fashionability Conservative versus current versus very latest Washington 1990 Women’s fashion market Worst value The Limited Neiman-Marcus 3 2 Saks Bloomingdale’s Macy’s 4 Nordstrom Hit or Miss Dress TJ Maxx Barn Sassafras The Gap Casual Corner Loehmann’s Marshalls Britches L&T Hecht’s Woodward & Lothrop 5 Sears JC Penney Garfinkels 1 Kmart Talbots Women’s-wear value for the money Best value Source: Adapted from Douglas Tigert and Stephen Arnold, “Nordstrom: How Good Are They?” Babson College Retailing Research Reports, September 1990. Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Exhibit 9.3 Comparisons of Physical and Perceptual Positioning Analysis Physical positioning Perceptual positioning • • • • • • • • • • Technical orientation Physical characteristics Objective measures Data readily available Physical brand properties • Large number of dimensions • Represents impact of product specs and price • Direct R&D implications Irwin/McGraw-Hill Consumer orientation Perceptual attributes Perceptual measures Need for marketing research Perceptual brand positions and positioning intensities • Limited number of dimensions • Represents impact of product specs and communication • R&D implications need to be interpreted © The McGraw-Hill Companies, Inc., 1998
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