Weitere ähnliche Inhalte Ähnlich wie Market Segment and Brand Positioning (20) Kürzlich hochgeladen (20) Market Segment and Brand Positioning2. Evaluation of market segment
• Segment attractiveness(size & growth,
profitability, competition, technology,
customer loyalty, risks)
• Organization objectives and resources
• Segment relations
• Government policies and law
3. Analysis and selection of Market
segment
•Market segment analysis
•Ethical consideration
•Inter-segment relationship
•Market coverage
Single segment coverage
Multi segment coverage
Product specialization
Market specialization
Full market coverage
4. Positioning
• The process of creating an image of
a product in the minds of the
consumer.
Safety
(category)
= Volvo
(Brand)
5. Examples
•The brand BMW positions
for luxury.
•The brand Nokia positions
for battery life.
•The brand Bisleri positions
for purity.
6. Types of Product Positioning
•Attribute positioning
•Benefit positioning
•User positioning
•Usage positioning
•Competitors positioning
7. Step 1: Identifying possible competitive
advantages
Step 2: Selecting the right competitive
advantage
Step 3: Communicate the competitive
advantage
Product Positioning Process