introduction Positioning
0 likes150 views
Positioning is a concept that has changed the nature of advertising by differentiating yourself in the mind of prospects. A positioning slogan could emphasize being the third largest selling coffee in America rather than using superlatives. Today's advertising relies more on comparatives rather than superlatives due to overcommunication in society.
1 of 10
Download to read offline
Ad
Recommended
Unilever (AXE AND DOVE ) Case Study
Unilever (AXE AND DOVE ) Case StudyAjinkya Pujari
油
This document discusses two successful Unilever brands: Axe, which is the top-selling male grooming brand worldwide with a core focus on being aspirational, unorthodox, hormone-driven, and lighthearted. It also discusses Dove, which aims to incorporate and celebrate women of all ages, body types, and beauty. The document notes that Axe's Super Bowl commercial was viewed over 100 million times on YouTube and that it partners with male-dominated networks like MTV, ESPN, Spike, and Comedy Central to promote its brand.Positioning CHAPTER 7
Positioning CHAPTER 7Nahid hasan
油
The document discusses strategies for positioning a follower product, including thinking in reverse to go against the grain, thinking small, using price as an advantage if first in a category, and avoiding strategies that try to appeal to everybody. It also warns that most me-too products fail and emphasizes having a good strategy inside the factory and using advertising for seduction rather than debate.STP on Top 5 Soft Drinks in the World
STP on Top 5 Soft Drinks in the WorldNahid hasan
油
Coca-Cola segments its products based on country and region, accounting for differences in tastes, quality, and climate. It targets various markets including youth aged 14-30. As the number one cola brand globally, Coca-Cola faces competition from other beverage companies and must find ways to maintain its leading position through strategies like partnering with restaurants and focusing on new demographic groups.positioning chapter 4
positioning chapter 4Nahid hasan
油
This document discusses communication and the human mind. It notes that the mind rejects information that doesn't "compute" due to the high volume of information. One objective of advertising is to heighten expectations. The mind is an inadequate container for all the information in today's overcommunicated society. Ranking people, objectives, and brands allows for organization but can be difficult to move up the ladder in people's minds. It's often better in advertising to position what a product is not rather than what it is. Finding the concept inside the prospect's mind is more important than inside the product or yourself. To be successful, you can't ignore a competitor's position or your own.positioning Chapter 2 new
positioning Chapter 2 newNahid hasan
油
The document discusses the oversaturation of communication channels and media in modern society. It notes that each new medium changes and modifies previous forms of communication, creating a "traffic jam" in how information flows to people. It argues that to cut through this congestion, advertisers must use "Madison Avenue techniques" from the advertising industry to ensure their messages are effectively delivered. The proliferation of media has even turned the human body into a "walking billboard." The document warns that with sensory overload, the brain can only process a limited amount of information before shutting down, so advertisers must be strategic to reach audiences.positioning chapter 3 new
positioning chapter 3 newNahid hasan
油
The document discusses different eras and their focus. In the 1950s, companies focused on product features and customers. In the 1960s, strategy became more important as companies looked beyond products and considered their approach. Overall, the document suggests that business approaches have evolved over time from an emphasis on products to a broader strategic view.Positioning chapter 1 new
Positioning chapter 1 newNahid hasan
油
Positioning is about differentiating yourself in the minds of prospects through creative and strategic approaches. It involves understanding how people think and manipulating existing connections in their minds, rather than creating something entirely new. Effective positioning changes human minds by finding solutions inside their perspectives, not just through product features. It uses psychology and understanding prospect perceptions to structure how people think about a brand.Business thought
Business thoughtNahid hasan
油
The document discusses how finding inspiration does not require going far, as looking around in one's daily life and considering common problems one faces and possible solutions can provide inspiration. It suggests reflecting on daily experiences as a source of ideas.Presentation 8
Presentation 8Nahid hasan
油
This document discusses repositioning competition by moving to a new idea or being the first to move to a new position. It suggests exposing weaknesses of competitors can be appealing to people. While taste may be the same, branding and positioning create differences in people's minds. The document advocates for choosing a new positioning strategy in advertising wars, and that success requires moving away from traditional positioning.220272481
220272481IIFT01412
油
The document is an exercise from Harvard Business School that evaluates different aspects of brand management on a scale from 1 to 5. It contains 10 pages with questions about delivering on customer desires, relevance, value, positioning, portfolio management, integrated marketing activities, management, support, and monitoring. The last page has the participant prioritize the key areas for improvement by looking at what scored low in terms of performance and importance to the brand.positoning " battle for your mind" Chapter 9
positoning " battle for your mind" Chapter 9Nahid hasan
油
The document discusses the importance of choosing the right name for a company or product. It states that a name is like a hook that draws people in and should not be overly dramatic. Picking a name is similar to driving a racing car in that it requires care. It also suggests that a good name can act as the best insurance for a company and that advertising is still important to make a name famous. It advises bringing new products and ideas out of obscurity by turning the name inside out so people see what you want them to see.Fotosintesis
Fotosintesisadon lembang
油
Dokumen ini menjelaskan proses fotosintesis, yang dilakukan oleh tumbuhan untuk menghasilkan karbohidrat dengan menggunakan klorofil melalui dua tahap, yaitu reaksi cahaya dan reaksi gelap. Terdapat berbagai tipe reaksi gelap seperti siklus Calvin (C3), siklus Hatch and Slack (C4), dan CAM, yang masing-masing memiliki adaptasi berbeda terhadap kondisi lingkungan. Enzim Rubisco berperan penting dalam fiksasi CO2, sedangkan tanaman C4 dan CAM memiliki strategi spesifik untuk mengoptimalkan proses fotosintesis di lingkungan yang berbeda.Change Management 1
Change Management 1IIFT01412
油
This document discusses organisation change management. It provides an overview of key aspects of change management including change readiness assessment, communications strategy, establishing a change facilitator network, and developing a transition management plan. The goal is to manage the people components during a business transformation initiative to help ensure the desired outcomes are achieved. A structured change management approach is advocated to help address implementation issues, build commitment rather than just compliance, and align organisational performance with the goals of the change.Database of complex quizzes in Moodle
Database of complex quizzes in MoodleMar鱈a Del Pilar Garc鱈a Souto
油
This document outlines a project to develop enhanced question banks in Moodle for complex problems. The goals are to offer 24/7 e-learning, personalized training, and instant feedback to improve learning. Question banks were created for topics in statics and dynamics at different levels, with feedback. Students found the quizzes helpful for practice and exam revision. Developing complex quizzes for other topics could save substantial academic time spent on marking assignments in the future as class sizes increase. Further improvements and expanding the banks to additional topics are proposed.616780178
616780178IIFT01412
油
The document discusses various metrics for understanding brand value, equity, and performance. It covers Customer Based Brand Equity models, the brand value chain, and methods for measuring brand financials and metrics like market potential, consumer persuasion, brand pull, loyalty, and market share. Key points include Keller's Customer Based Brand Equity model and the components of brand knowledge, the stages in the brand value chain from marketing investments to shareholder value, and techniques for valuing brands like price premium, cost-based, and discounted cash flow methods.83442349
83442349IIFT01412
油
Brand identity is the unique set of brand associations that the brand strategist aspires to create or maintain. These associations represent what the brand stands for and imply a promise to customers. A brand's identity includes its moral image, aim, values, and personality that differentiate it. However, a brand's actual image perceived by customers may differ from its intended identity. Identifying any gaps between a brand's identity and image helps strategists align marketing efforts to close those gaps.RHT Enterprise Technology Services Overview
RHT Enterprise Technology Services OverviewJay Gelvin
油
Robert Half Technology is a global staffing firm that provides IT professionals for contract, contract-to-hire, and full-time roles. It has over 50 Enterprise Technology Services specialists located across the US who can rapidly mobilize teams of consultants with experience in areas like ERP, healthcare IT, infrastructure, and big data. Robert Half Technology guarantees candidates and maintains strategic alliances with technology leaders to ensure it finds qualified professionals to meet clients' staffing needs.Bata shoe company n
Bata shoe company nNahid hasan
油
The document acknowledges and thanks various individuals who helped with a business plan report for Bata Shoe Company Bangladesh Ltd. It thanks the supervisor Ms. Shehely Parvin for her guidance and support during the project. It also thanks Razib Jahan Ferdous from Bata for his contributions and enthusiasm. Working on the project helped the author realize the value of teamwork in a corporate environment. Thanks are also given to friends who worked on the team and the Marketing Department and Bata authorities for their cooperation.Burger king selling whoppers in Japan
Burger king selling whoppers in JapanNahid hasan
油
Burger King is considering expanding its business into Japan by selling Whoppers. Japan represents an opportunity for growth due to a growing fast food market and fewer restrictions on foreign companies entering the country. For Burger King to succeed in Japan, its entry strategy will need to account for Japanese cultural preferences around food and lifestyle as well as competitive pricing and marketing programs that target affluent teenagers and focus on traditional foods and suburban areas.More Related Content
Viewers also liked (11)
Presentation 8
Presentation 8Nahid hasan
油
This document discusses repositioning competition by moving to a new idea or being the first to move to a new position. It suggests exposing weaknesses of competitors can be appealing to people. While taste may be the same, branding and positioning create differences in people's minds. The document advocates for choosing a new positioning strategy in advertising wars, and that success requires moving away from traditional positioning.220272481
220272481IIFT01412
油
The document is an exercise from Harvard Business School that evaluates different aspects of brand management on a scale from 1 to 5. It contains 10 pages with questions about delivering on customer desires, relevance, value, positioning, portfolio management, integrated marketing activities, management, support, and monitoring. The last page has the participant prioritize the key areas for improvement by looking at what scored low in terms of performance and importance to the brand.positoning " battle for your mind" Chapter 9
positoning " battle for your mind" Chapter 9Nahid hasan
油
The document discusses the importance of choosing the right name for a company or product. It states that a name is like a hook that draws people in and should not be overly dramatic. Picking a name is similar to driving a racing car in that it requires care. It also suggests that a good name can act as the best insurance for a company and that advertising is still important to make a name famous. It advises bringing new products and ideas out of obscurity by turning the name inside out so people see what you want them to see.Fotosintesis
Fotosintesisadon lembang
油
Dokumen ini menjelaskan proses fotosintesis, yang dilakukan oleh tumbuhan untuk menghasilkan karbohidrat dengan menggunakan klorofil melalui dua tahap, yaitu reaksi cahaya dan reaksi gelap. Terdapat berbagai tipe reaksi gelap seperti siklus Calvin (C3), siklus Hatch and Slack (C4), dan CAM, yang masing-masing memiliki adaptasi berbeda terhadap kondisi lingkungan. Enzim Rubisco berperan penting dalam fiksasi CO2, sedangkan tanaman C4 dan CAM memiliki strategi spesifik untuk mengoptimalkan proses fotosintesis di lingkungan yang berbeda.Change Management 1
Change Management 1IIFT01412
油
This document discusses organisation change management. It provides an overview of key aspects of change management including change readiness assessment, communications strategy, establishing a change facilitator network, and developing a transition management plan. The goal is to manage the people components during a business transformation initiative to help ensure the desired outcomes are achieved. A structured change management approach is advocated to help address implementation issues, build commitment rather than just compliance, and align organisational performance with the goals of the change.Database of complex quizzes in Moodle
Database of complex quizzes in MoodleMar鱈a Del Pilar Garc鱈a Souto
油
This document outlines a project to develop enhanced question banks in Moodle for complex problems. The goals are to offer 24/7 e-learning, personalized training, and instant feedback to improve learning. Question banks were created for topics in statics and dynamics at different levels, with feedback. Students found the quizzes helpful for practice and exam revision. Developing complex quizzes for other topics could save substantial academic time spent on marking assignments in the future as class sizes increase. Further improvements and expanding the banks to additional topics are proposed.616780178
616780178IIFT01412
油
The document discusses various metrics for understanding brand value, equity, and performance. It covers Customer Based Brand Equity models, the brand value chain, and methods for measuring brand financials and metrics like market potential, consumer persuasion, brand pull, loyalty, and market share. Key points include Keller's Customer Based Brand Equity model and the components of brand knowledge, the stages in the brand value chain from marketing investments to shareholder value, and techniques for valuing brands like price premium, cost-based, and discounted cash flow methods.83442349
83442349IIFT01412
油
Brand identity is the unique set of brand associations that the brand strategist aspires to create or maintain. These associations represent what the brand stands for and imply a promise to customers. A brand's identity includes its moral image, aim, values, and personality that differentiate it. However, a brand's actual image perceived by customers may differ from its intended identity. Identifying any gaps between a brand's identity and image helps strategists align marketing efforts to close those gaps.RHT Enterprise Technology Services Overview
RHT Enterprise Technology Services OverviewJay Gelvin
油
Robert Half Technology is a global staffing firm that provides IT professionals for contract, contract-to-hire, and full-time roles. It has over 50 Enterprise Technology Services specialists located across the US who can rapidly mobilize teams of consultants with experience in areas like ERP, healthcare IT, infrastructure, and big data. Robert Half Technology guarantees candidates and maintains strategic alliances with technology leaders to ensure it finds qualified professionals to meet clients' staffing needs.Bata shoe company n
Bata shoe company nNahid hasan
油
The document acknowledges and thanks various individuals who helped with a business plan report for Bata Shoe Company Bangladesh Ltd. It thanks the supervisor Ms. Shehely Parvin for her guidance and support during the project. It also thanks Razib Jahan Ferdous from Bata for his contributions and enthusiasm. Working on the project helped the author realize the value of teamwork in a corporate environment. Thanks are also given to friends who worked on the team and the Marketing Department and Bata authorities for their cooperation.Burger king selling whoppers in Japan
Burger king selling whoppers in JapanNahid hasan
油
Burger King is considering expanding its business into Japan by selling Whoppers. Japan represents an opportunity for growth due to a growing fast food market and fewer restrictions on foreign companies entering the country. For Burger King to succeed in Japan, its entry strategy will need to account for Japanese cultural preferences around food and lifestyle as well as competitive pricing and marketing programs that target affluent teenagers and focus on traditional foods and suburban areas.introduction Positioning
- 7. Positioning is a concept that has changed the nature of advertising How you differentiate yourself in the mind of your prospect
- 8. Positioning slogan We are the third largest- selling coffee in America
- 9. Good old advertising days are gone forever todays word, comparativesnot superlatives