UNIT 6: POSITIONING

Question 1

WHAT IS POSITIONING?

Answer 1

It refers to the place you want your brand or product to have within a particular target market.

Question 2

WHAT TYPES DOES POSITIONING HAS? (4)

Answer 2

1. Active
2. Passive: like Volvo: communication the same value for 20 years
3. Perceptual
4. Objective

Question 3

WHAT ARE THE STEPS OF POSITIONING? (7)

Answer 3

1. Identify the groups of competing products
2. Identify attributes that define the space where products are placed
3. Collect information
4. Create perceptual maps to analyze current position
5. Determine set of preferred attributes
6. Compare attributes
7. Choose positioning strategy and decide actions

Question 4

2ND STEP OF POSITIONING PROCESS: IDENTIFY THE SET OF DETERMINING ATTRIBUTES THAT DEFINE THE SPACE (elements)

Answer 4

1. Product: versions, quality level, design, packaging, price
2. Service: delivering, technical advice, guarantee
3. Employee: service performance, responsibility, communication skills
4. Image: brand, sponsorship, company values

Question 5

7TH STEP OF POSITIONING STRATEGY: TYPES (4) and define all of them

Answer 5

1. Follower strategy: a brand chooses a position similar to that of an existing brand
2. Anticipatory strategy: the brand places itself in a specific niche in the market.
3. Adaptive strategy: the brand repositions itself periodically to follow the evolution of the ideal preferences for this segment.
4. Defensive strategy: the brand positions itself in a similar position to another brand of their own.

Question 6

3RD STEP OF POSITIONING: COLLECT INFORMATION TO ESTABLISH CUSTOMER PERCEPTIONS

Answer 6

Customer perceptions are opinions, feelings about our brand.
Why is it important? It affects the brand image and the purchasing decisions.
How can a brand improve this?
By sharing customer success stories and support social causes.

Question 7

4TH STEP OF POSITIONING: PERCEPTUAL MAPS

Answer 7

Can help a company select its current position and decide the positioning strategy.
This is a graphic representation also.

Question 8

SMART objectives: identify each!

Answer 8

S: specific: Who is my focus population? What do we intend to impact?
M: measurable: How much? What data? Where from?
A: achievable: How will we accomplish? What resources we have? -› long-term issues with small steps
R: relevant: align with the mission, vision and values
T: time bound: attach a reasonable data-› By 22nd December 2023…