consumer behavior product positioning product positioning

Consumer BehaviorConsumer BehaviorProduct positioning

Product PositioningProduct Positioning


Outline

• Product positioning (Rossiter and Percy)– X-YZ model of positioning location– I-D-U model of benefit emphasis– Positioning statement


What is positioning?

BrandBrand

CategoryCategoryNeed (X)Need (X)

User (Y)User (Y)

Benefit(s) (Z)Benefit(s) (Z)


X-YZ model of positioning location

• X-decision:

– central positioning

– differentiated positioning

• YZ-decision:

– user as hero positioning

– product as hero positioning


I-D-U model of benefit emphasis

• purchase motives:• informational (functional) vs. transformational

(psycho-social) motives• general rule

• selection of benefits to emphasize:• importance• delivery• uniqueness


Types of purchase motives

Functional motivesFunctional motives Psycho-social motivesPsycho-social motives

Problem solving (problem Problem solving (problem removal or avoidance)removal or avoidance)

Quality and performanceQuality and performancePrice and valuePrice and valueFamiliarityFamiliarityConvenienceConvenienceNormal depletionNormal depletion

Social approvalSocial approvalSelf-expressionSelf-expressionVariety and changeVariety and changeEmotional stimulationEmotional stimulationIntellectual stimulationIntellectual stimulationSensory gratificationSensory gratification


Positioning statement• To [the target audience, Y]

• ________ is the (central or differentiated) brand of [category need, X]

• that offers [brand benefit(s), Z]. The advertising for this brand

– should emphasize [benefit(s), U, uniquely delivered],

– must mention [benefit(s), I, important “entry tickets”],

– and will omit or trade off [benefit(s), D-, inferior-delivery benefits].


In-class exercise:Writing a positioning statement

Study the two ads for Advil and Motrin and write a positioning statement for each brand, using the positioning template presented in this file. You may want to study the ads for different brands of pain relievers contained in the file pain.ppt to get an impression of the positioning strategies used in this product category.

consumer behavior product positioning product positioning

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