A presentation on how to position products and services based on "market sophistication levels". Also includes analysis of the evolution of ads by Gilette, Apple and more.
10. First Level
⢠Be simple, direct.
⢠Name need or claim.
⢠âNow Lose Ugly Fatâ
11.
12.
13. Second in Market
⢠Outbid competition with features.
⢠Enlarge Claim
⢠âLose up to 47 lbs in 4 weeks or get
$40 backâ
⢠âChrysler 300: Now with 300
Horsepowerâ
14.
15.
16. Third Stage
Sophistication
⢠Distinguish product from masses.
⢠The market has given up...but still has
same needs.
⢠Present a new âFeatureâ
⢠Emphasis shifts from what product
does to HOW it works
17. Third Stage
⢠âFirst wonder drug for losing weightâ
⢠âDeep Meditation in Minutes Using
Patented Sound Technologyâ
18. 2nd vs 3rd Stage
⢠2nd Stage : Claim is in Headline.
Feature is in Subhead.
⢠3rd Stage : Feature is in headline.
Claim is in Subhead.
19. I am 61 pounds lighter...never
a hungry moment
Read the Astonishing story of the New
York Food Expert with the Famous
Eat-and-Reduce plan
20. Floats Fat Right out of Your
Body
Released for the ďŹrst time, this
amazing scientiďŹc discovery that melts
up to 37 lbs...with no need to give up
the foods you love
21.
22.
23.
24.
25.
26. 4th Stage
⢠Elaborate the Feature...not the
promise.
⢠âFirst âNo Dietâ Reducing Wonder Drug
⢠You are countering the competitors
3rd stage feature. Make it quicker,
cheaper, faster...
27.
28.
29.
30.
31.
32.
33.
34.
35.
36. 5th Stage
⢠Market is jaded.
⢠Awareness shifts from mechanism to
identiďŹcation with prospect
⢠Motivation research becomes
important (Culture Code)
39. Iâd walk a mile for a Camel
Light up a Lucky and you wonât miss the
sweets that make you fat
40. Iâd walk a mile for a Camel
Light up a Lucky and you wonât miss the
sweets that make you fat
Pall Mallâs Greater length cigarettes
smoke further
41. Iâd walk a mile for a Camel
Light up a Lucky and you wonât miss the
sweets that make you fat
Pall Mallâs Greater length cigarettes
smoke further
ChesterďŹeld: Regular and King sized TOO!
42. Iâd walk a mile for a Camel
Light up a Lucky and you wonât miss the
sweets that make you fat
Pall Mallâs Greater length cigarettes
smoke further
ChesterďŹeld: Regular and King sized TOO!
Marlboro Virile Men Ads
52. Kentâs Micronite Filter traps tar
before they reach your lips
20,000 Filter Traps in Viceroy
Parliament: The most important 1/4
in smoking today. No ďŹlter feedback.
53. Kentâs Micronite Filter traps tar
before they reach your lips
20,000 Filter Traps in Viceroy
Parliament: The most important 1/4
in smoking today. No ďŹlter feedback.
Tareyton : Dual ďŹlter for double the pleasure
54. Kentâs Micronite Filter traps tar
before they reach your lips
20,000 Filter Traps in Viceroy
Parliament: The most important 1/4
in smoking today. No ďŹlter feedback.
Tareyton : Dual ďŹlter for double the pleasure
Winston tastes good like a cigarette should.