POSITIONING

Meeting 9

Positioning

1st element from PDB Triangle 1st step before setting strategies 1st step to create differentiation 1st base to build brand equity

Southwest Airlines

Al Ries & Jack Trout defined.. Positioning is not what you do to a

product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect.

Volvo: the safest car

Coca Cola: the real “thing”

Philip Kotler defined..

Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the target customers, benefits, and process.

Positioning is the value proposition that becomes a reason why consumers buy the product.

Plaza Senayan: The ultimate malling experience

Iwan Fals: Penyambung Lidah Rakyat

Four Criteria to Build Positioning Customer Company Competitor Change

#1: Customer

Positioning must be “the reason to buy” for consumer.

Company must describe the value that becomes asset for customers.

Ramayana: value for money

Amazon: the most convenient book retailer with the biggest selection and lowest price

Easy shopping Most complete collection Cheap

Vegeta: hi-fiber drink

For slimming Reduce cholesterol Prevent diseases

#2: Company

Do not over promise under delivery Example: Amazon’s Positioning as “the

most convenient book retailer with the biggest selection and lowest price” Sophisticated search engine Good logistic Cheap price

#3: Competitor

Unique, hard to imitate, & sustainable

#4: Change

Whenever your positioning is irrelevant, do REPOSITIONING

What makes positioning irrelevant: Change in market Change in consumer behavior Change in socio-culture Etc..

Sampoerna A mild Kept Doing Repositioning

Changes in

Tagline

&

Positioning

Statement:

Positioning Paradox

Positioning should be consistent and not easy to change

But in other hand, we have to keep doing repositioning if business environment has changed.

PLAY BEAUTIFULLY!

When to do Repositioning:

#1: When the going gets tough #2: When we’re about to enter new

market #3: When there’s new trend #4: When there’re changes in value

offering

How to Create Positioning?

Based on value proposition & benefit Based on achievement Based on targeted market segment Based on attributes Based on (new) business that you enter Based on usage Based on product that you offer Based on originality

Positioning Based on Value Proposition

Positioning based on Achievement

Positioning based on Targeted Market Segments

Positioning based on Attributes

Positioning based on (new) business From British Petroleum to Beyond

Petroleum

Positioning based on Usage

Positioning based on Product’s Type

Positioning based on Originality

Positioning based on 5 dimension of Service Quality

Reliability Assurance Tangibles Empathy Responsiveness

Positioning based on Reliability

Positioning based on Assurance

Positioning based on Tangibility

Positioning based on Empathy

Positioning based on Responsiveness

Steps to Design Positioning

#1: Identify relevant target segment #2: Define customers’ “frame of

reference” #3: Formulate point of differentiation #4: Define Product’s Competitive

Advantage

How to Communicate the Positioning (1)

Be creative

How to Communicate the Positioning (2)

Simplicity

How to Communicate the Positioning (3)

Consistent yet flexible

How to Communicate the Positioning (4)

Own, dominate, protect

How to Communicate the Positioning (5)

Use their language