6. Four Steps to Marketing Strategy Define the Market Segment the Market, Choose attractive segments Design a Marketing Mix to Appeal to the Target Position our offering In the minds of customers As compared to competitors’ offerings
17. How we achieve positioning Positioning is achieved through a harmonious Marketing Mix of all “four P’s”
18. We achieve positioning by Attributes and Associations How does the Marketing Mix fit here? Positioning Attributes Associations Features Performance Price Channel Advertising Other Promotion
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21. Product space (positioning) for bar soaps High moisturizing Low moisturizing Nondeodorant Deodorant 1 2 3 4 5 7 6 8 Safeguard Lever 2000 Zest Coast Lux Dove Tone Lava Lifebuoy Dial
22. Fig 6.3 Positioning map luxury SUVs Why would “Expensive” be better than “Price”
23. Competitive positioning: 1. Some positions may make no sense High Service Economy price Low Service High price Competitor D Competitor B Competitor C Competitor A Who wants high price/low service?
24. Competitive positioning: 2. Usually best to avoid head-to-head High Service Economy price No one in this segment Low Service High price Competitor D Competitor B Competitor C Competitor A
25. Repositioning: You can move, but not leap: Crunchy Not sweet Where we are “ Ideal cereal for kids” Soggy Sweet
26. Repositioning: You can move, but not leap: Crunchy Not sweet Where we are “ Ideal cereal for kids” Soggy Sweet Not going to happen!
27. Repositioning: You can move, but not leap: Crunchy Not sweet Where we are “ Ideal cereal for kids” Soggy Sweet This might be possible
![Lecture 4: Problems of Positioning ,[object Object],[object Object],[object Object],[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)