Daily Marketing Video Chapter 6 Positioning Branding Look

Daily Marketing Video

Chapter 6 Positioning & Branding Look around the classroom. n Identify and list 10 different brand names of products that you can see. n Add to your list 10 different products that you can see, but can’t identify by brand name. n Why are some brand names identifiable and some aren’t? n

Chapter 6: Positioning & Branding

6. 1 What is Positioning? n Position – a stance, perception, attitude, point of view n n Ex: Sens fan Positioning allows people to create an image & motivates them to maintain their position

6. 1 What is Positioning? n Marketers position products to create an image of the brand they want consumers to accept n n Appeal to some and not to others Many marketers define positioning as the attempt by a business to achieve top-ofthe-mind awareness among target consumers n Give some examples…

6. 2 Types of Positioning n 5 types of positioning that a business might use: Benefit n Target n Price n Distribution n Service n

6. 2 Types of Positioning n Benefit Positioning n Customers want every product they buy to benefit them n Often, a company will position its product as offering more benefits than others n Problem: competitors add same benefits

n 6. 2 Types of Positioning Target Positioning n Marketing focuses on the consumer likely to buy n Positioning should make the consumer think the product belongs to them (and not others) n Problem: Target markets change

6. 2 Types of Positioning n Price Positioning High pricing can position product as a luxury, but must come with high quality, service, or social status n Low pricing also positions products n Medium pricing not used to position because too much competition n

6. 2 Types of Positioning n Distribution Positioning n Unique selling methods can create position n The first company to grab a new distribution channel may have an advantage (Ex: Amazon)

6. 2 Types of Positioning n Service Positioning n Various services offered help to position a product. n Ex: a store open 24 hours a day n Ex: a no hassle return policy

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