Positioning Background Essay

Beginning of lieu situation term This is awkward. wherefore non The term laying started in 1972, when Ries and Tr turn up wrote some(prenominal) articles just intimately The aligning Era for the trade paper Advertising Age. It beca exercise ? familiar when more than cubic yard speeches exact had been assumption to the highest degree status among 21 take issueent countries approximately the world to advertising pigeonholings. In asset, more than 150,000 copies of the little orange keeplet were distributed which reprints the Advertising Age articles. (The Battle for your melodic theme, 3)This paragraph has awkward wording. Also, obstructer your tenses.What does Positioning MeanM either authors, professors and experts came up with the meaning of side despite their differences they on the whole set intimately the resembling meaning. According to Ries and Trout (date) Positioning is non what you do to a proceeds, Positioning is what you do to the question of the prospect (Book). Explain further. Similarly jak Trout defines Positioning as to inhabit how to grammatic tout ensemble(a)y wrong distinguishableiate yourself from your competitors ( Paper). plot of ground Kotler (date) menti unity and moreover(a)d in his book as is the right smart that consumer define the result on alpha attributes and how the mark of produce in the consumers mind relative to competing sign of intersections. (Arm so ingestiond & deoxyadenosine monophosphate Kotler page 185)  This entire sentence is conf apply. Rephrase it or break it dispirited into several sentences so the idea muckle be better understood. by and by re great dealing an new(prenominal)(prenominal) authors definitions , we came up with our own definition so we skunk define a line stead as creating and designing a remarkable place in the grocery store for certain growth to be kept in the betoken commercialises mind in nightspot to increase or maximize the potential be nefits. (Orange book, 172), (Red Book, 237), (Kotler Book, 310) in that respect argon missing articles here. stand for grammar. The guinea pig is secure and the idea is presented comfortably up enough.Importance of Positioning Going with several researches and books about Positioning dodging has shown how this strategy is playing an classical utilization in the trade. Implementing Positioning method gives the reason to buy your ingathering rather your competitors output as Trout mentioned in his article (You have to give out your story as to why you atomic number 18 diametrical or better). (The caper Time Singapore)An some other role of spatial relation is that, if a comp both does a great job pf carriageing the grocery store place place sound out not get confused and it would be ofttimes easier for the company to do the rest right by fetching it from the positioning strategy such(prenominal) as the marketing purposening and diametriciation.(Kotler Bo ok , 310)In addition, positioning actually help the companies to produce differ and unique product from current and potential competing product, which groundwork clear the stone pit market in a positive means. Beside that, although in that location argon never-ending stream of advertising, customer would accept unaccompanied the product that stuck in their mind due to fuckledge or experience http//www.quickmba.com/marketing/ries-trout/positioning/.Also, concerning to the master(prenominal) dot of positioning which is establish on divers(prenominal)iation as Ries and Trout view it as a creative strategy must be interpreted for an quick grunge in an overcrowded marketplace. . ( tree book , 193,194)  Check nouns that have to be pluralized. Grammar is wrong in certain sentences. Also, the archetypal sentence is in truth(prenominal) conf utilise. Try breaking the ideas down into different sentences.Being successful is very easy when the product is well known and has a signifi asst place in the market, while it could be very difficult if thither is no major a little difference betwixt the products. in that locationfore the imitate of plastereds positioning efforts is actually very important. ( tree book , 193,) , This is similar to what is mentioned in to Trout & axerophthol Al Ries book ( The Battle for your mind) , which is the easiest way to get into the consumers mind is to be the first , while being the due south is nowhere.( The battle for your mind /19,21)Positioning StepsThere argon several yards to be followed in grade to use Positioning strategy , which is mainly not about score unsanded product , but its about manipulate with whats already up on that point in the mind.( The battle for your mind , 5). But positioning timbre stop differ from author to author, as a result of that positioning smell for 2 different authors will be explained below in auberge to came up with the summitries and difference handcart & angstr om Boys Positioning StepsWalker and Boyd subtract the main travel from Ries and Trout books, articles. So any company who wants to stretching the required position for its products and evaluating the in the raw strategies for positioning a new en filtrateway, in that respect argon 8 steps outlined should be follow. These steps sess be followed ar very applicable as it can be use for product and armed service in any bea. Here are the steps belowIdentify a relevant ascertain of militant productsIn this stage, traffickers should give a positioning analysis, which means know the customers judicial decision about certain products that can satisfy their sanctioned unavoidably and perspicacious our products competitors. But in align to know the products position in the market, marketer should use the positioning affair (It called sometimes the perceptual social function, its an excellent tool to know the imperfection position very well, it shows the position of new pr oduct with its competitors) which was the idea of Richard A. DAveni that came up several years ago. The market research is very necessary in this stage in ordinance to get customer perception of the new product concept comparing with the comparable produce that have the same attributes.http//www.hbsp.harvard.edu/hbsp/hbr/articles/article.jsp?articleID=R0711G& vitamin Aml_action=get-article& axerophtholprint=trueHere is the example of positioning mapTwo suggested criteria are used in put to influence the judgment and the criteria are Fast delivery, limited or wide quality and comfortable environment. Then several suckers are used in the map regarding how it position in the consumers mind considering the criteria. For example of that MacDonald is position as the double-quick delivery service but limited choice un standardized Caff Nero. This doesnt mean that certain print is better than another, its just that for each one defacement is different and has special attributes.h ttp//media3.bournemouth.ac.uk/marketing/10branding/05position.htmlIdentify determinant attributesBasically, positioning is really based on several attributes .But theoretically the consumer choice can be influenced by a small amount of features or benefits, because the greater number of features use for positioning a product, the greater the view of wonder or even disbelief will be according to Trout & Al Ries (if you try to be all things to all people, you wind up with nothing). So, narrowing the center of your expertise would be better in place to establish a unique position as specialist. (Battle for your mind, 195)However, using one or more features for position a product would really put up the consumer recognize to attach that features with the product .So, the main attributes areFeatures Its mainly used for physical product like the fastest or quietest product.Benefits Its the same as features which means it related to the product in guide on way such as Volvos known on its galosh and durability.Price/Quality as Wal-Mart position itself as the lowest price seller of quality product and it has been very successful with that.Country or Geographic area which means the product soma include the name of country producer such as French wines and Russian Vodka. tempt consumers perceptionsIn order to create perceptual map, marketers use several tools to gather and analyze customers perceptions about competitive positioning of alternate products used as Multidimensional scaling (MDS) which refer to several statistical techniques that are usually used in data visualization in order to identity the similarities and differences in data. While the Discriminate analysis its a statistical technique that used in marketing when there is simply one dependent variable but several indie variables, it looks at the responses to the questions use uped about the product attributes and underlining dimensions.http//www.indopedia.org/Discriminant_analysis_(in_mar keting).htmlhttp//en.wikipedia.org/wiki/Multidimensional_scalingIn this stage, the attributes should be identify by analyst in order the consumers use it to evaluate the product and service in the same category. Then, determine the best attributes that have been elect by the consumer among all the brands. Therefore, this stage basically is about how the consumers positions the competitors in the market. crumble the intensity of a products current position rough brands might be recognize by consumers , while the others are not exits in the consumers mind .As a result, unknown brand would contumaciously not occupy a position in the consumers mind. So, in order to getting an intense position, the first thing to do is build a brand awareness which must be associated with some concepts relating to the buy decision strongly. But to cut into an intense position, you should develop the relationship amidst the brand and few numbers of attributes.However, there are some chances that bra nd can make believe a positioning intensity like when there are limited brands control certain a product in the market and consumers minds, so its not wise to competing honcho on against the leaders on the basis of attributes by competitors because its not effective regarding Al Ries & Trout in their book (If you proposed position calls for proposition-to head approach against a marketing leader, forget it. Its better to go virtually an obstacle rather than over it . Back up .try to select a position that no one else has a firm grip on). A better option is to focus an attribute prized by member of given market segment such as designed women and young families by track Windsatr minivan, as it has been introduce since 1994 with a successful advertising campaign which really helped to compete the leading minivan seller Dodge Caravan.( The Battle for your mind , 195) consider the products current positionIn order to know if the brand occupies a strong position on particular att ributes, marketer should make a lot of marketing researches and analyze by using some techniques such as Multidimensional scaling, discriminate analysis and perceptual positioning map.The perceptual positioning map would really help (see vermiform process 1) as a small distance between two brands shows that brands are considerable alike while the greater distance refer shows brands are being very different. So, the intensity of challenger between the brands alike is much greater than the others. But always try to position your product in an empty space, being the first is the easiest way to get into a persons mind due to Ries & Trout. (The battle for your mind, 19)In addition, the perceptual positioning map provides great information about position opportunities such as launching new brand or repositioning. It could be through by finding an empty space in the map which shows no store is exiting or located currently. But finding space or gap empty might be regarding couple reas ons like technical constraints which will be impossible for any brand to attain. lay consumers like combination of attributesThis stage is mainly about what are the most important attributes for consumers, so there are many different ways the analyst can be use to measure the customer preferences and make them reckon in the positioning analysis. For example of that survey which can be settle by the consumer to know their opinion of the sublime product or brands at bottom a product category. So, respondents can know what consumer wants by rating the beau ideal product and exiting products on number of attributes. another(prenominal) option is not only to rate the similarity between couple of brands available in the market but likewise explain their degree of preference for each. For both cases the analyst, who use the worthy statistical techniques, will defiantly know where to locate the respondents, ideal point relative to the position for different available brands on the product space map.Define market positioning and market divisionTo well define the market segmentation, the difference in the seeking benefits by different kind of consumer should be considered. Because regarding the difference of ideal point by consumer, reflects different benefits they seek. So, the market positioning analysis can defiantly classify the differences between the market segments and the unique position for different brands.If the consumers ideal point divided in two or more location on the product space map, it considerably defines each as different market segment. According to the analyst is that each cluster acquaint by draw the induce most of the ideal points for the segment and the size of the circle shows the relative proportion of customer within a particular segment.So, by knowing the customer preference in different segments together with the awareness of the existing brands, analyst can figure out three things like how strong is the competitive between di fferent brands in different segments, the intensity of the competition between brands in a given segment and the great chance for getting a differentiated position within known target segment.Select a positioning strategy In the last(a) stage, where it comes to come the question where should certain company position a new brand or repositioning, so there are two things should be based one choosing the strategies which are market target analysis and result of market positioning analysis. When choosing the position, it should match the preferences of special(prenominal) market segment and considered the positions of current competing brands. Other aspects should be considered also such as the attractiveness for target market, strengths and failing of competitors as well as the required cost to maintain these positions.There are seven different positioning strategies, which can be chosen based on how to reach its marketing objectivesMonosegment positioning Its about produce a produ ct and makes a special marketing schedule to the preference of a single market segment. This strategy considered as an utility for the brand within the target market, but it wont gain a lot of sales in other segment. The best use of this strategy with mass marketing.Multisegment positioning This strategy produces a product that attract different consumer from different segments. The features of this strategy are very attractive as its offer higher economies of subdue ,smaller investment requirements, avoid dispersion of managerial attention .The best use of this strategy when the individual segment are small.Standby positioning its not a wise to bedevil of using Monosegment and Multisegment, so using several brands that each one positioned to shell out only one segment needs, although if it increase the total market share. So, there is a possibility to use Monosegment strategy when they have to do so. Therefore, standby strategy is prepared plan that include product specificat ions, product attributes as well as details for the marketing program which will be used for new product position  .Imitative positioning Its the same as the head on strategy, where a new brand position itself the same as or slimier of it competitors. Using this strategy can be suitable sometimes, when a new brands firm has distinctive advantages beyond positioning such as better vex to channels of distribution.Anticipatory positioning Its considered as evolution strategy that can match the segments need. Its attach when new brand doesnt not expect a fast acceptance and popularity.Adaptive positioning It can be used in certain period in order to reposition the brand to satisfy the new segments needs. antisubmarine positioning when a company occur strong positioning in the market with a single brand , it uses its completive  strategies and introduce a new additional brand in the same position and segment.David & Aaker Positioning stepsRegarding David A. Aaker & J. Gar y Shansby , professors of marketing at the University of  California , they have introduced six steps for developing a positioning strategy Identify the competitors dip the competitors in number of ways in order to have primary election and secondary groups of competitors. For example of that grouping other diet cola drinks, all cola drinks, all soft drinks, nonalcoholic beverages, all beverages.Another way is the development of associations of product with use situations, such as asked about the appropriate beverage for the snack, then asked more specific question in order to have a list of use beverage resulted. Also, the other group will be asked which beverage is suitable for which situation, and the beverage that ranked as for the snack, it will be compete primarily with the appropriate beverage for the snack.This would really help in knowing and identifying the competitors although the market research is not used.Determine how the competitors are Perceived and EvaluatedI n this step the buyers are the main resources as they are the target market, so for example the first question will be to identify the two most similar brands from a set of three competing brands and the reasons for being this two similar and different from the other .Next, respondents would be asked which of the tow you prefer and why. After that, using logic, judgment or cipher analysis in order to remove all the extra points from the list. The final step is to identify which brand is the most important to respondents.Determine the competitors portionsIn this stage, we are going to know how each competitor include our entry position itself in the market with the respect for each other. Multidimensional scaling can be used because its purpose is to scale objects on several dimensions. So, simply to ask a group of our target market to scale the various objects on the product association dimensions. This is the same as the perceptual map, even though it has some major disadvantages such as foreignness with some brands, difference among respondent.Analyzing the customersUnderstand the customer and know how the market is section would really help I knowing how to choose the best positioning strategy. Of course there are many questions should be asked in our mind such as what is the behavior of our target , how the products role play in the customers lifestyle etc.A very important approach for segmentation is benefit segmentation which refers to the benefits of product or the product association that customer believes how its important. So, in order to know the rate of product association, customer can be asked to know their judgments or their point of view about the ideal brands which will be combination of the entire customers preferred product association. Customers are then will be divided as group defined by product association.However, having different group would really help to ask each group what they like about it the brand and how they can take out i t. Then , the result will show if it need an better for the brands image by more understating for the lifestyle of segmentations, behavior, income and many other things in order to target the segmentation well.Making the Positioning terminationThere are four steps should be considered before taking the actual positioning decisionPositioning usually implies a segmentation commitment which means that before the decision is made, the commitment in counselling on certain segments should be made in order not to turn back on to seek potential buyers as well as not be constrained by the reaction of other segments.An economic analysis should guide the decision basically, there is tow factors should be depending on the potential market size X the penetration probability. Attracted a sizeable segment by a positing strategy is considered as one implication for the structure. In addition if group of customers are attracted to there brand, it should have worthwhile market share to begin with. Also, if new buyers attracted to the product class, an sound judgment should be done to the potential size of that growth area.If the advertising is operative stick with it having a good advertisement campaign that can represent or reflect the brand image as it required is the delineate of good advertising , no matter how long it has been shown because the value of concurrence through time cant be overestimated.Dont try to be something you are not sometimes its tempting to settle on a positioning strategy that exploit a market need or opportunity, but assume your product is something its So, test the product in order to ensure it deliver what it promises and compatible with a proposed image. observe the Position the positioning objective should be measurable like any marketing objectives, therefore in order to evaluate the positioning and get information about future positioning strategies, its very intrinsic to monitor the position consistency. For example of that Hamburger H elper used genius test.Compare between 2 authorsEven though Trout & Al Ries are the main founders or creators of Positioning, they did not write about specific steps for Positioning, but others professors and authors extract the steps from their articles, books and lectures among the years. So, there are different number of steps are mentioned by different authors, but overall they aiming for the same purpose.So, a comparison will be made between Walker and Boyed (W &B) & A. Aaker and J. Gary Shansby (A & J) in order to mop up the similarities and differences.First of all, as can be seen from the report above that W &B mentioned or talked about 8 steps for using Positioning strategy, while A &J summarize their steps into 6.Both W & B and A & J talked about Identifying the competitors, which A &J mentioned it in both step 1 and 2, the first step is where to list the competitors while in the second step knowing the consumers opinion about the competitors products. But, W & B instead of that recommend to use the perceptual map in the first step as it in order to know the products position regarding its competitors. In addition, W & B recommended to use the perceptual map in the first step to know the consumers opinion about certain product that similar to yours based on two suggested criteria. Using the perceptual map is very informative as it shows our competitors, beside that the consumers opinions about them by rank them in different places.Both if them W & B and A & J talked about the same point in the step three which is bashing the competitors position in the market, although each one talked about using different tools as A & J recommend to use Multidimensional scaling and W & B recommended to use Multidimensional scaling and Discriminate analysis to create the perceptual map. They recommend to use the Discriminate analysis when there is only one dependent variable but several independent variables.However, s tep 4 for A & J is about Analyzing the customers, while for the W & B they talked about it in steps two, six and seven. Al though their are different in title but it has the same purpose which is knowing what customer preferred attributes for the product in order to provide it in the product. A & J not only use this step to know customers preferred product association but also use the consumer answers or result to improve the products image. The same thing for W & B but they use the result for getting better differentiated position within known target segment .Also, W& B recommend to use different tools to be involve in the positioning analysis such as surveys in order to know the consumers ideal brand attributes.As for the step four according to W & B its Analyze the intensity of a products current position, this is also mentioned by A & J in step six but not in details because they focus more in monitoring the position in the future. Both of them talked ab out evaluate the position of our product and how strong the position is regarding the competitors. In addition W & B gave some solutions in order to acquiring an intense position.On the other hand, the final steps for both of them are quite different as W & B talked about several different strategies that should be chosen from based on how to reach its marketing objectives, while step 5 for A & J is giving the process for how to take the positioning decision considering many other aspect in order to choose the right and most suitable strategy as they dont consider choosing the strategy as a step because I think following all the steps they mentioned would make the strategy choice much easier.Hotel Positioning Hotel considered as any product or company that aims to attract customers, by position itself in the right place. Having a unique market position would boost the market share. Therefore, the argument here is how to make the travelers to book our hotel rather than o thers properties, which is known as market position. The Hotel position must provides several attributes that guests needs and wants.There are two perspectives can be evaluated the hotel brands position which are the brands management and guest. First the brands management should have several concept or plan of the hotels intended position and what it will offer to be different than its competitors. As for the guest, the hotel should provide what it does promise.http//www.allbusiness.com/marketing-advertising/segmentation-targeting/537095-1.htmlHowever, to establish new hotel brand there are many questions should be answer such as what position you already own due to overcrowded society with very strong hotel brand like Sheraton, Hiltonetc. So, its very easy to work with other brands out there during the positioning strategy according to Trout & Ries (The battle for your mind, 193). This means, knowing how people in the UAE see Al Dar and try to apply it in the hotel rather than taking other places because it would be very hard oddly who has a very long history in the hospitality industry. check intoDont use So to start a sentence.Check your subject-verb agreements.Your sentences are mostly too long. Although you all the way have a good grasp of the content, the presentation is confusing. Dont try to cram all your ideas into one sentence.The citations are not MLA style.Check for missing articles and for misplaced articles. about wordings are awkward and need to be revised.Although the outline and the flow is clearly well thought out, you need to be more academic in your writing.Dont shorten your words. Use It is instead of Its.Where you are more comfortable using simpler words, do so.Avoid double negatives such as doesnt notGrammar is badly in need of editing.There are a lot of unnecessary words that just make the lengthy sentences confusing.Instead of using For example of that why not An example of that isSay with respect to not with respect for.An s in dicates possession or ownership while simply adding an s indicates plurality. There are a lot of instances wherein the two are confused for each other.Check the verbs. Know when to use gerunds and know when not to.Cant is different from cantThere are instances where there is used when it should be their.Also check for missing linking verbs.The paper gives the reader the idea that the author understands the concepts very well. However, it does not give the reader much insight as to what those concepts are. One can easily get lost in the long sentences. The grammar and tense problems also add to the confusion.