Prerequisites for positioning your offer Marketing strategy iutenligne

Pre-requisites for positioning your offer • Marketing strategy: iutenligne resource no. 269 • Marketing objectives: iutenligne resource no. 272 • Customer targeting: iutenligne resource no. 265 Laurence Chérel - Catherine Madrid IUT Tech de Co Bordeaux 1

Subsequent links with product, price, distribution and communication policies Laurence Chérel - Catherine Madrid IUT Tech de Co Bordeaux 2

Objectives in terms of content: - Understand the concept of positioning - Define a positioning in the marketing strategy Laurence Chérel - Catherine Madrid IUT Tech de Co Bordeaux 3

Objectives in terms of expertise: • Understand the issues involved in positioning the offer, • Choose a relevant positioning, • Pinpoint positioning errors. Laurence Chérel - Catherine Madrid IUT Tech de Co Bordeaux 4

Why define a positioning? n Congested markets difficult for the consumer to distinguish between offers n To prevent trivialization position the offer Laurence Chérel - Catherine Madrid IUT Tech de Co Bordeaux 5

Defining the positioning Demonstrate the value of the product in the consumer’s mind compared to competitive products through the expression of differences objective or imaginary that are desired by the market Laurence Chérel - Catherine Madrid IUT Tech de Co Bordeaux 6

The conditions for good positioning: the positioning reference triangle Product characteristics: coherent differentiation Market expectations: a decisive differentiation for the consumer. Laurence Chérel - Catherine Madrid IUT Tech de Co Bordeaux Competitive brand positioning: exclusive differentiation 7

Example: The free daily newspaper Direct Matin: - Associated with major regional daily press brands (Sud- Ouest, La Voix du Nord, Le Progrès, La Provence, Midi Libre, La Dépêche du Midi) to offer 3 or 4 pages of local news every day. - Mostly distributed from display stands. Laurence Chérel - Catherine Madrid IUT Tech de Co Bordeaux 8

Reference triangle for « Direct Matin » Product characteristics: Type of news, Distribution method Market expectations: proximity and undeniable practicality for young, working, urban readers. Laurence Chérel - Catherine Madrid IUT Tech de Co Bordeaux Competitive brand positioning: The only free daily to offer this distribution method 9

The conditions for a good positioning: the differentiation must also be: • • Communicable Defendable Accessible to the consumer Profitable for the company Laurence Chérel - Catherine Madrid IUT Tech de Co Bordeaux 10

Positioning areas: various options • Product-based – Certain product characteristics • Enriched with Vitamin D – Solutions to a problem • Palmolive for sensitive skins – Opportunities for use • Washing liquid for black clothing – User categories • Jacques Dessange anti-ageing – By creating a new category • “The healthy way to start the day” –… Laurence Chérel - Catherine Madrid IUT Tech de Co Bordeaux 11

Service-based positioning: – Practicality • Change your subscription package with Bouygues Télécom – Delivery • 24 -hour – – – Installation Advice After-sales service Employees in contact with the customers … Laurence Chérel - Catherine Madrid IUT Tech de Co Bordeaux 12

Positioning errors • “Under-positioning” – The failure of Pepsi colourless • The positioning that lacks credibility – The “best product in the world”… • Narrow positioning – Cactus-shaped Mexican biscuits • Confusing positioning – BHV Laurence Chérel - Catherine Madrid IUT Tech de Co Bordeaux 13

Positioning strategies Product evaluation based on its hallmark attribute The hallmark attribute’s decisive characteristic Very poor Very good weak Take no action Reinforcer the hallmark attribute’s decisive characteristic strong Improve the product evaluation based on its hallmark attribute Maintain the positioning Laurence Chérel - Catherine Madrid IUT Tech de Co Bordeaux 14

The desired positioning • The company makes choices in the mix that aim to express the distinctive characteristics that it would like to see consumers assign to the product. Laurence Chérel - Catherine Madrid IUT Tech de Co Bordeaux 15

Perceived positioning • Corresponds to the characteristics that the consumer assigns to the product Laurence Chérel - Catherine Madrid IUT Tech de Co Bordeaux 16

The tools used to analyze positioning • Perceptual analysis: this uses surveys to pinpoint the decisive hallmark attributes in the consumer’s mind and his perception of the various offers on the market • Perceptual maps (mapping): – These are used to pinpoint the brands that are perceived in a similar way, – To pinpoint the brands whose positioning is isolated, – To show the discrepancy between the desired positioning and the perceived positioning. Laurence Chérel - Catherine Madrid IUT Tech de Co Bordeaux 17

Diagrammatic representation Differentiation criterion A Brand D Differentiation criterion B Brand A Brand C Brand B Laurence Chérel - Catherine Madrid IUT Tech de Co Bordeaux 18

An example of the perception of women’s magazines Escape Dream Nous deux Intimité Seduction Marie Claire Elle Madame Figaro Marie France Me Femme actuelle Reality Avantages Prima Modes and travaux Laurence Chérel - Catherine Madrid IUT Tech de Co Bordeaux The others Practical 19

To summarize: Positioning: - highlighting the differences to enhance the company’s offer in the customers’ eyes compared to the competition - to avoid anonymity in congested markets Laurence Chérel - Catherine Madrid IUT Tech de Co Bordeaux 20

Once you’ve defined the positioning, YOU MUST express it through the product, price, distribution and communication (mix). Laurence Chérel - Catherine Madrid IUT Tech de Co Bordeaux 21

Further reading: PRLJEVIC Mirjana (2007) - La stratégie de positionnement comme clef de succès. – Paris: l’Harmattan (Gestion, Management, Entreprises), 124 pages. Laurence Chérel - Catherine Madrid IUT Tech de Co Bordeaux 22

Knowledge check quiz Laurence Chérel - Catherine Madrid IUT Tech de Co Bordeaux 23

Laurence Chérel - Catherine Madrid IUT Tech de Co Bordeaux 24