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  • in addition segmenting and targeting,

  • another key concept his how are you going to

  • position your product in consumers' minds?

  • and so when we talk about positioning a

  • product -- product positioning -- we are not talking about

  • where the product is on store shelves

  • or where it is available for purchase. when we talk about positioning,

  • we're talking about how what image

  • the product holds in consumers' minds.

  • and some common positioning strategies

  • might be to position your product based

  • value -- that the benefits they get the exceed

  • price. another common positioning strategy

  • would be based on quality and here we have to be able to specifically

  • tell what makes are product better

  • another positioning strategy might be service

  • or price or a variety

  • product attributes. let's look at

  • what we call creating a perceptual

  • map to illustrate this concept

  • of positioning. we are

  • in the beverage market. you've already done some research in the previous assignment

  • about the bottled water industry. but

  • say you're wanting to see if there's a market

  • need out there for a beverage and one of the

  • things you're wanting to consider is

  • whether there's more opportunity for healthy

  • or unhappy beverage targeted to children

  • or adults. so on this particular example let's look at some beverages

  • and see where they would fit. from

  • looking at these attributes -- whether it's a child's

  • average or adult beverage or a healthy beverage

  • or an unhealthy beverage -- let's create a

  • perceptual maps for some beverage. what about water

  • all water? it is a relatively healthy average for both children and adults.

  • it might skew a little bit more toward adults --

  • and again i'm not an expert in this

  • industry -- this is where water

  • is located on the perceptual map to show

  • where it is positioned in consumers' minds. what about white milk?

  • milk is concerned relatively healthy.

  • milk is probably drunk more frequently by children than adults.

  • so we're gonna position it right here on this

  • perceptual map. what about chocolate milk?

  • would that skew a little bit more toward a children's beverage and because it's chocolate

  • be a little bit more unhealthy? maybe it would be positioned here.

  • what aboaut soda pop or soft drink?

  • they would probably be more of a unhealthy beverage

  • that's probably used fairly

  • equally between children and adults perhaps. so i'm going to position it here.

  • i am doing this without

  • marketing research. what about coffee?

  • coffee is probably what? an adult beverage

  • seen as relatively unhealthy. tea?

  • -- oops, i skipped ahead -- let's look at te.

  • tea might be considered a little bit more healthy because of all the

  • anti-oxidant green tea things

  • that we hear. I get skipped past juice

  • which is probably consumed more by children

  • than adults -- especially apple juice or something like that -- probably

  • considered somewhat healthier than chocolate milk --

  • i'm not exactly sure on that one.

  • but here in you can see

  • a perceptual map that shows the

  • position of various products in the minds of consumers.

  • and this is might identify areas for product

  • growth. for example it seems to me like we need more healthy

  • beverages for adults. so I hope

  • this has illustrated clearly to you the

  • market interpretation concepts

  • of segmenting, targeting and positioning.

in addition segmenting and targeting,

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B1 beverage positioning perceptual product unhealthy healthy

Market Interpretation: Positioning

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    羅紹桀 posted on 2016/08/17
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