Bangor Transfer Abroad Programme Positioning Techniques and Brand

Bangor Transfer Abroad Programme Positioning Techniques and Brand Positions

Bangor Transfer Abroad Programme Positioning Techniques and Brand Positions Presentation Structure: • What is Positioning? • Point of Differentiation • Positioning Statement • Positioning Map

Bangor Transfer Abroad Programme Positioning How your target market defines you in relation to your Competitors

Bangor Transfer Abroad Programme Desired Position is: What makes you unique + Thought a Benefit by Customers Focus is standing out in a “noisy” market

Bangor Transfer Abroad Programme Difference • Competitive Advantage • Unique Selling Proposition • Extra Value Proposition

Bangor Transfer Abroad Programme Point of Difference The most compelling and motivating benefit that the brand can deliver relative to competitor offerings Differentiation: • increases margins • increases customer loyalty • reduces switching

Bangor Transfer Abroad Programme Value Proposition The “core” value that you can deliver to the market 3 types of Value: • Product Leadership • Operational Efficiency • Customer Intimacy

Bangor Transfer Abroad Programme Proposition to Position Statement 4 elements: • Target audience – description of core customer • Frame of reference - brand category • Benefit/Difference - compelling benefit • Reason to Believe – proof of delivery

Bangor Transfer Abroad Programme Positioning Statement For target audience, brand name is the frame of reference that delivers benefit because only brand is reason to believe E. g. For a business in Taiwan, LAB is the Training provider that delivers up-to-date, applied training because only LAB has the on-site Brand Training and Consultancy expertise.

Bangor Transfer Abroad Programme Product Leadership Focus on Innovation and Development that aims to keep Brand always ahead of Competitors

Bangor Transfer Abroad Programme Operational Excellence Focus is on • Quality • Value for Money

Bangor Transfer Abroad Programme Customer Intimacy Focus is on: • Customised solutions • Depth of Value • Extended Services

Bangor Transfer Abroad Programme Positioning Differences • Important – to target market • Distinctive – compared to competition • Superior – to other ways customer can get value • Communicable – can be explained and communicated • Preemptive – competitors cannot easily copy • Affordable – buyers can pay for difference • Profitable – to business

Bangor Transfer Abroad Programme Positioning Strategies • Product Features • Customer Benefits • Usage • Directly against • Away from • Product class

Bangor Transfer Abroad Programme Position Map Variable 2 HI A Variable 2 HI C B Variable 2 LO LO

Bangor Transfer Abroad Programme Generic Positions

Position Map : Chocolate Bangor Transfer Abroad Programme High Quality Belgian Milk Tray Roses Low Price High Fruit and Nut Mars Bar Low

Bangor Transfer Abroad Programme

Bangor Transfer Abroad Programme

Bangor Transfer Abroad Programme Summary 1 • Positioning is a technique for brand strategy development • Considers both Customers and Competition • Core is defining a point of Difference that matters to Customer

Bangor Transfer Abroad Programme Summary 2 • Positioning Statement sets the scene for decisions • Positioning Map defines Competitive Position and Brand development