Chapter 9 - Step 6: Crafting a Desired Positioning

Question 1

Definition of Positioning

Answer 1

Designing the org’s actual and perceived offering in a way that it occupies a distinctive place in the mind of the target audience

Question 2

When to position a behaviour?

Answer 2

After selecting and researching the priority audience

Question 3

Perceptual map

Answer 3

Used by firms to determine how they are perceived relative to competitors based upon two variables

Question 4

Repositioning (Commercial)

Answer 4

Position must be monitored and sometimes adapted to match consumer needs, values, and attitudes as well as competitive fluctuations

Question 5

Points of different (PODs) in commercial sector

Answer 5

Identifying a set of differentiating competitive advantages on which to build a position

Question 6

Points of parity (POPs) in commercial sector

Answer 6

Associations that may not be unique to the brand but may be essential to a legitimate offering within a certain goods or services category

Question 7

Unique Value Proposition (UVP) in social marketing

Answer 7

Show the relevance of adopting the behaviour by associating it with the relevant benefits

Question 8

Unique Selling proposition (USP in commercial marketing)

Answer 8

Identifying competitive advantages and selecting ones to create a position on

Question 9

Positioning statement

Answer 9

We want (target audience) to see (desired behaviour) as (adjectives, descriptive phrases, set of benefits, or why the behaviour is better than the competition)

Question 10

5 types of positioning (BBBCR)

Answer 10

Behaviour-focused positioning
Barriers-focused positioning
Benefits-focused positioning
Competition-focused positioning
Repositioning

Question 11

Behaviour-focused repositioning

Answer 11

Benefits a very specific desired behaviour

eg: 5 servings of fruits/vegetables a day

Question 12

Barriers-focused positioning

Answer 12

To overcome perceived barriers

eg: overcoming costs for EV adoption

Question 13

Benefits-focused positioning

Answer 13

WIIFM factor

eg: 32 ave construction - why is this good for us when we have to wait in traffic for so long? City investments, better traffic flow in the long run, improved infrastructure

Question 14

Competition-focused positioning

Answer 14

Focus on the competition, best used when your prio audience finds the competitor’s offer appealing and your offer a “pain”

eg: taking a shorter shower to save water to benefit the future generation but comes at the cost of you sacrificing long hot showers that you enjoy

Question 15

4 types of competition-focused positioning

Answer 15

Benefit-to-benefit superiority tactic
Cost-to-benefit superiority tactic
Benefit-to-cost superiority tactic
Cost-to-cost superiority tactic

Question 16

Benefit-to benefit superiority tactic (competition-focused positioning)

Answer 16

Values higher than those perceived for the competition

Question 17

Cost-to-benefit superiority tactic (competition-focused positioning)

Answer 17

Decreasing costs of or barriers to adopting the desired behaviour

Decreasing perceived benefits of the competition

Question 18

Benefit-to-cost superiority tactic (competition-focused positioning)

Answer 18

Benefits of the desired behaviour and the costs of competing behaviours

Question 19

Cost-to-cost superiority tactic (competition-focused positioning)

Answer 19

Favourable comparison of costs of the desired behaviour relative to those of the competition

Question 20

Repositioning

Answer 20

Repositioning done if:
1. Attract new audiences
2. Have an image problem (your organization)
3. Have disappointing outcomes

Question 21

Perception of a brand

Answer 21

The way audiences think and feel of the brand

Question 22

Role of positioning statement

Answer 22

Helps develop the desired brand identity

Guides marketing related decision making

4Ps help in repositioning the brand

Question 23

Product

Answer 23

Need to know what the product (idea/behaviour/change) is before you can decide on other 3 Ps

Core - actual - augmented