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POSITIONING (TYPES (Head-on (alternative/substitute brands: istock…
POSITIONING
TYPES
Head-on
alternative/substitute brands:
mkt leader and challenger
finacially commited
Leadership
advertise in manner show why the brand is
highly acceptable
Product differentiate
focus evenly on attributes/ benefits of product
Tylenol: gentle on stomach
Technical innovation
TESLA
Lifestyle
communications developed based on lifestyle of tarket market
emotional appeal: sex, love, fear, adventure
Repositioning
WE THE NORTH
ATTRIBUTES
price
quality
services
STEPS
designing
and
mkting
a product to
meet needs
of target mkt
create
appeals
to make it
stand out
from competition in the minds of target mkt
DEFINITION: the place a product occupies in customer's mind in relation to competing goods
