marketing

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Product Positioning
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Outline

• Product positioning (Rossiter and Percy)
• X-YZ model of positioning location
• I-D-U model of benefit emphasis
• Positioning statement

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What is positioning?
Category Need (X)
User (Y)
Brand
Benefit(s) (Z)
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X-YZ model of positioning location

• X-decision
• central positioning
• differentiated positioning
• YZ-decision
• user as hero positioning
• product as hero positioning

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I-D-U model of benefit emphasis

• purchase motives
• informational (functional) vs. transformational
  (psycho-social) motives
• general rule
• selection of benefits to emphasize
• importance
• delivery
• uniqueness

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Types of purchase motives
Problem solving (problem removal or
avoidance) Quality and performance Price and
value Familiarity Convenience Normal depletion
Social approval Self-expression Variety and
change Emotional stimulation Intellectual
stimulation Sensory gratification
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Positioning statement

• To the target audience, Y
• ________ is the (central or differentiated) brand
  of category need, X
• that offers brand benefit(s), Z. The
  advertising for this brand
• should emphasize benefit(s), U, uniquely
  delivered,
• must mention benefit(s), I, important entry
  tickets,
• and will omit or trade off benefit(s), D-,
  inferior-delivery benefits.

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In-class exerciseWriting a positioning statement

• Study the two ads for Advil and Motrin and write
  a positioning statement for each brand, using the
  positioning template presented in this file. You
  may want to study the ads for different brands of
  pain relievers contained in the file pain.ppt to
  get an impression of the positioning strategies
  used in this product category.

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