positioning Flashcards
Definition of Position?
How the product is viewed by consumers on important attributes relative to competitive products
What does this mean? The inverse of similar is dissimilar”
These similarity ratings are also dissimilar ratings that can be transformed into distances through multidimensional scaling.
What are perceptual Maps?
Graphical representations of consumer perceptions of the similarity and dissimilarity of a product to its competitors
What are the general rules regarding Position trends?
They can move but not jump, not all positions are desirable,
Where to position your brand?
ID best combination of Key attributes
Choose to stand for something, stand for something different, thats important
What are common positioning errors (4) Up-GP-POUP-CP
Under Positioning
Generic Positioning
Positioning on unimportant attributes
Confused positioning
What would under Positioning Look like?
“This product meets every need”
What would Generic Positioning Look like?
“Quality, “service”
What would Positioning on unimportant attributes look like?
Colorless cola
What would confused positioning look like?
Results from frequent or extreme position changes
