市场定位(Positioning)(市场营销管理）课件

1、市场定位(Positioning)(市场营销管理）,1,第五讲 市场定位（Positioning）,符国群 教授 2003. 4. 10,市场定位(Positioning)(市场营销管理）,2,Positioning is the way consumers think about your product or brand in relation to other products and to their own identities and lives,什么是定位,市场定位(Positioning)(市场营销管理）,3,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

2、术,产品 服务 品牌 定价 促销 分销,市场定位(Positioning)(市场营销管理）,4,顾客心目中的价值,参照点（Reference Point）,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,市场定位(Positioning)(市场营销管理）,5,成功定位4Ds,1. Define: the new product brand as a member of some product category 2. Differentiate: from other category members (in some way that is meanin

3、gful to target consumers) 3. Deepen: the consumer understanding of the brands benefit needs (explicitly relate it to consumers goals) 4. Defend: the positioning over time,市场定位(Positioning)(市场营销管理）,6,定位声明（Positioning Statement）,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（Value

4、 Proposition）,市场定位(Positioning)(市场营销管理）,7,Product Category,Your Brand,Brand X,竞争定位（Competition-based）,Source: Sternthal and Tybout, 2001,Points of Parity,Points of Parity,Point-of-Difference,市场定位(Positioning)(市场营销管理）,8,目标定位（Goal-based ）,Brand Essence Goal,Brand,Other Objects,Laddering,Point of Compl

5、ementarity,市场定位(Positioning)(市场营销管理）,9,Using Laddering To Deepen Positioning,Brand Essence 顾客目标 核心利益 功能结果 属性,市场定位(Positioning)(市场营销管理）,10,The Value Equation: Integrating and Defending the Positioning,1980s Value Equation = Performance Quality + Psychic Benefit Time + Cost,Contemporary = Performance

6、Quality + Psychic Benefit Value Equation Time + Cost,Nothing but the best,Pleasure from “things”,Time famine, you get what you pay for,What fits MY needs,Pleasure from people, feeling in control,TIME FAMINE, Information overload you pay too much for what you get,市场定位(Positioning)(市场营销管理）,11,定位声明（非比较

7、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）。,市场定位(Positioning)(市场营销管理）,12,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（ ）。,市场定位(Positioning)(市场营销管理）,13,定位声明举例,To young, active soft-drink consumers who have little time for sleep, Mountain Dew is the soft drink that gives you

8、 more energy than any other brand because it has the highest level of caffeine. With Mountain Dew, you can stay alert and keep going even when you havent been able to get a good nights sleep.,Source: Sternthal and Tybout, 2001,市场定位(Positioning)(市场营销管理）,14,Example Positioning Statements,Source: Stern

9、thal and Tybout, 2001,To busy professionals who need to stay organized, Palm Pilot is an electronic organizer that lets you carry your address book, schedule, and notepad in your pocket. It is superior to other organizers because only Palm Pilot allows you to backup your files and synchronize with y

10、our PC at the touch of a button. This feature saves time and ensures the availability of a back-up copy of important information.,市场定位(Positioning)(市场营销管理）,15,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1 To large industrial/institutional maintenance managers, PELADOW is the brand o

11、f ice melter for people concerned about providing the best protection for their employees against ice related injuries and is safe on vegetation and concrete when used as directed.,市场定位(Positioning)(市场营销管理）,16,发展定位声明：Peladow 除霜器,定位声明2 To large industrial/institutional users, PELADOW heat generating

12、pellets melt ice when you need them to-RIGHT AWAY. Rock salt and blends take time to activate. You cant afford to wait for an ice melter to work.,市场定位(Positioning)(市场营销管理）,17,发展定位声明：Peladow 除霜器,To Sonny, the maintenance manager who loses control of his day when snow and ice accumulate, Peladow brand

13、 de-icer puts you back in control because its heat-generating pellets are proven to melt ice at all temperatures faster than any other de-icer. Tag-line: You cant control the weather, but you can control the snow and ice with Peladow.,市场定位(Positioning)(市场营销管理）,18,常见的定位错误,Vague Confused Difference no

14、t attractive/important Not Sustainable Not realistic given a companys reputation,市场定位(Positioning)(市场营销管理）,19,新产品定位和营销计划举例: E-bikes,Idea Electric Bicycles Product-Market-Benefits Described: Electric Bicycles Electric bicycles are quiet, safe, sweat-free and zero-emission transportation. E-bikes prov

15、ide point-to-point transportation and are part of the Personal Electric Vehicles (PEVs) product category. E-bikes are bicycles with a battery-powered electric motor. A key benefit is easier uphill and distance climbs (burst of power/speed when required). They have established markets in Asia, but ar

16、e still very new to the USA.,市场定位(Positioning)(市场营销管理）,20,Market Size over 13,000 local police departments and nearly 3,100 sheriffs departments (only a 12% penetration) 准备接受状态: enthusiasm for bicycle units continues to grow 竞争者: Smith (4) provide greater coverage than do foot patrols, (5) are posit

17、ive for community relations, and (6) improve the health and morale of officers, resulting in lowered departmental healthcare and insurance costs. HOWEVER, There are concerns about efficacy when giving chase. Compared to car patrols, bicycles are less able to climp hills and traverse short distances

18、quickly.,新产品定位：电动自行车,市场定位(Positioning)(市场营销管理）,24,Market Research Findings and Analysis An electric bike provides the same benefits as a traditional bike and adds benefits in the areas of efficacy important to police departments.,新产品定位：电动自行车,Category = Police Patrol Bicycles,Other Brands: Smith & Wesson Custom. ZAP Patrol Bicycle, Currie US Pro Police Bicycle,F