第五讲-市场定位(Positioning)(市场营销管理

第五讲市场定位 Positioning 符国群教授2003 4 10 Positioningisthewayconsumersthinkaboutyourproductorbrandinrelationtootherproductsandtotheirownidentitiesandlives 什么是定位 定位 利益 成本 营销战略 经理 利益 成本 顾客 市场行为 营销战术 产品服务品牌定价促销分销 顾客心目中的价值 参照点 ReferencePoint 功能因素金钱因素心理因素 利益 成本 功能 经济 心理利益 功能 经济 心理成本 成功定位4Ds 1 Define thenewproductbrandasamemberofsomeproductcategory2 Differentiate fromothercategorymembers insomewaythatismeaningfultotargetconsumers 3 Deepen theconsumerunderstandingofthebrand sbenefitneeds explicitlyrelateittoconsumers goals 4 Defend thepositioningovertime 定位声明 PositioningStatement 目的 对营销战略予以高度概括 以指导战术决策 组成成分 目标市场参照系顾客需要 非比较性定位 竞争品 比较性定位 价值建议 ValueProposition ProductCategory YourBrand BrandX 竞争定位 Competition based Source SternthalandTybout 2001 PointsofParity PointsofParity Point of Difference 目标定位 Goal based BrandEssenceGoal Brand OtherObjects Laddering PointofComplementarity UsingLadderingToDeepenPositioning BrandEssence顾客目标核心利益功能结果属性 TheValueEquation IntegratingandDefendingthePositioning 1980sValueEquation PerformanceQuality PsychicBenefitTime Cost Contemporary PerformanceQuality PsychicBenefitValueEquationTime Cost Nothingbutthebest Pleasurefrom things Timefamine yougetwhatyoupayfor WhatfitsMYneeds Pleasurefrompeople feelingincontrol TIMEFAMINE Informationoverloadyoupaytoomuchforwhatyouget 定位声明 非比较性定位 针对 目标市场 某某产品或服务 在 某种产品领域或需要领域 是最好或最优秀的 原因是 价值建议 定位声明 比较性定位 针对 某目标市场 某某产品或服务 在 某一产品领域 较 用于参照的比较物 更好 原因是 定位声明举例 Toyoung activesoft drinkconsumerswhohavelittletimeforsleep MountainDewisthesoftdrinkthatgivesyoumoreenergythananyotherbrandbecauseithasthehighestlevelofcaffeine WithMountainDew youcanstayalertandkeepgoingevenwhenyouhaven tbeenabletogetagoodnight ssleep Source SternthalandTybout 2001 ExamplePositioningStatements Source SternthalandTybout 2001 Tobusyprofessionalswhoneedtostayorganized PalmPilotisanelectronicorganizerthatletsyoucarryyouraddressbook schedule andnotepadinyourpocket ItissuperiortootherorganizersbecauseonlyPalmPilotallowsyoutobackupyourfilesandsynchronizewithyourPCatthetouchofabutton Thisfeaturesavestimeandensurestheavailabilityofaback upcopyofimportantinformation 发展定位声明 Peladow除霜器 最初定位 Peladow除霜器不会使你失望 因为它在零下40度仍工作自如 定位声明1Tolargeindustrial institutionalmaintenancemanagers PELADOWisthebrandoficemelterforpeopleconcernedaboutprovidingthebestprotectionfortheiremployeesagainsticerelatedinjuriesandissafeonvegetationandconcretewhenusedasdirected 发展定位声明 Peladow除霜器 定位声明2Tolargeindustrial institutionalusers PELADOWheatgeneratingpelletsmelticewhenyouneedthemto RIGHTAWAY Rocksaltandblendstaketimetoactivate Youcan taffordtowaitforanicemeltertowork 发展定位声明 Peladow除霜器 ToSonny themaintenancemanagerwholosescontrolofhisdaywhensnowandiceaccumulate Peladow brandde icerputsyoubackincontrolbecauseitsheat generatingpelletsareproventomelticeatalltemperaturesfasterthananyotherde icer Tag line Youcan tcontroltheweather butyoucancontrolthesnowandicewithPeladow 常见的定位错误 VagueConfusedDifferencenotattractive importantNotSustainableNotrealisticgivenacompany sreputation 新产品定位和营销计划举例 E bikes IdeaElectricBicyclesProduct Market BenefitsDescribed ElectricBicyclesElectricbicyclesarequiet safe sweat freeandzero emissiontransportation E bikesprovidepoint to pointtransportationandarepartofthePersonalElectricVehicles PEVs productcategory E bikesarebicycleswithabattery poweredelectricmotor Akeybenefitiseasieruphillanddistanceclimbs burstofpower speedwhenrequired TheyhaveestablishedmarketsinAsia butarestillverynewtotheUSA MarketSize PenetrationTheglobalelectricbicyclemarketisahighpotentialareawithexplosivesalesgrowthinAsiaandEurope Anumberofmulti billiondollarmanufacturersand265smallercompaniesareleadingdevelopmentanddistributionofover400 000e bikesworldwide IntheU S themarketisfragmentedamongsmallentrepreneurswithlowbudgetsandnoclearmarketingstrategy Despite65millionbicycleownersintheU S and16millionnewbicyclessalesannually e bikeshaveminimalpenetrationintotheU S bicyclemarket In1998 8 000e bikesweresoldtoincreasecumulativeU S salesto25 000e bikestodate Source BFactoidSheet 1998data 新产品定位举例 电动自行车 市场细分 电动自行车顾客细分 商业使用 个人使用 娱乐性 功能性 TechnologyEnthusiasts BikeEnthusiasts Students Environmentalists Economically constrained 2ndcar Commuters Vacation ResortRental DeliveryServices PatrollingDepartments In plantShuttle Pedi cabs 新产品定位举例 电动自行车 选择一个目标市场市场规模 morethan2 000policebicycleunitsacrossUSA over13 000localpolicedepartmentsandnearly3 100sheriff sdepartments onlya12 penetration 准备接受状态 enthusiasmforbicycleunitscontinuestogrow竞争者 Smith Wessononlymajor其他类似的机会 bicycleunitsalsousedbyotherenforcementagenciesincludingparkandwildliferangers securitycompanies andcampussecuritydepartments largepotentialmarket 关于消费者需要方面的市场调查Contacted10policedepartmentswithbikeunits viae mailtounderstandtheproductrequirements customerneeds purchasecycle andviabilityoftheconcept 新产品定位 电动自行车 市场调查结果与分析AdvantagesanddisadvantagesofBicyclesforPolicePatrol positioninginformation 1 feweraccessibilityissuesthanpatrolcars 2 providea stealth advantage allowingofficerstoapproachcrimesinprogresswithoutbeingseenorheard 3 costeffective 10to15bikeofficerscanbefullyoutfittedwithbicyclesforthecostofonepatrolcar 4 providegreatercoveragethandofootpatrols 5 arepositiveforcommunityrelations and 6 improvethehealthandmoraleofofficers resultinginlowereddepartmentalhealthcareandinsurancecosts HOWEVER Thereareconcernsaboutefficacywhengivingchase Comparedtocarpatrols bicyclesarelessabletoclimphillsandtraverseshortdistancesquickly 新产品定位 电动自行车 MarketResearchFindingsandAnalysisAnelectricbikeprovidesthesamebenefitsasatraditionalbikeandaddsbenefitsintheareasofefficacyimportanttopolice