E-MARKETING 5/EJUDY STRAUSS AND RAYMOND FROST

Chapter 9: Differentiation and Positioning Strategies

©2009 Pearson Education, Inc.

Publishing as Prentice Hall

9-1

Chapter 9 Objectives

After reading Chapter 9, you will be able to: Define differentiation and positioning and

explain why they are important elements of marketing strategy.

Identify dimensions of differentiation and internet-specific differentiation strategies.

Discuss how companies can position or reposition themselves on the basis of attributes, technology, benefits, user category, relation to competitors, integrator capabilities, or reverse positioning.

9-2

©2009 Pearson Education, Inc. Publishing as Prentice Hall

©2009 Pearson Education, Inc. Publishing as Prentice Hall

The J. Peterman Story

The J. Peterman Company is a classic example of successfully combining clever differentiation with powerful positioning. The founder established his company as a

breed apart from ordinary competitors. Every item has a description that

communicates nostalgia and romance. Visit www.jpeterman.com and discuss

what makes their products “unique.”

9-3

©2009 Pearson Education, Inc. Publishing as Prentice Hall

Kotler defines differentiation as the process of adding meaningful and valued differences to distinguish the company’s offering from the competition.

There are a number of differentiation dimensions and strategies for their accomplishment.

Differentiation9-4

©2009 Pearson Education, Inc. Publishing as Prentice Hall

Differentiation Dimensions

A firm can differentiate along 5 dimensions: Product Service Personnel Channel Image

9-5

©2009 Pearson Education, Inc. Publishing as Prentice Hall

Product line differentiation is an important e-marketing strategy.

Differentiation may include customization, bundling, and attractive pricing of products.

Internet sales may not rely as heavily on product packaging and displays as do traditional retailers.

Packages shipped to households may require additional packing materials not required in bulk case shipments to wholesalers and retailers.

Product Differentiation9-6

©2009 Pearson Education, Inc. Publishing as Prentice Hall

Service Differentiation

Customer service can be enhanced by 24-hour customer feedback through e-mail and the ability to respond more rapidly to customer concerns.

Home delivery of groceries, online banking, and securities trading are becoming increasingly popular.

Today such services supplement traditional services, but may someday replace them.

9-7

Personnel Differentiation

©2009 Pearson Education, Inc. Publishing as Prentice Hall

9-8

The internet allows companies to deliver products more efficiently. Low-cost channels Automated processes Reduced dependence on personnel Lower transaction cost

©2009 Pearson Education, Inc. Publishing as Prentice Hall

The internet: Is a location-free, time-free distribution and

communication channel. Functions as a communication channel for

companies that provide product or service information online.

Serves as a transaction and distribution channel for companies that conduct online commercial transactions.

Becomes the entire distribution channel for digital products.

Channel Differentiation9-9

©2009 Pearson Education, Inc. Publishing as Prentice Hall

Image Differentiation

A company can differentiate itself by creating a unique experience online, called “experience branding.”

Through experience branding firms can better retain customers, target key segments, and enhance profitability. Build-a-Bear extends its offline experience

online. Some Web sites invite users to upload content

and comments, which gives them a competitive edge.

9-10

©2009 Pearson Education, Inc. Publishing as Prentice Hall

Differentiation Strategies

Trout and Rivkin proposed specific differentiation strategies common to offline and online businesses: Being the first to enter the market. Owning a product attribute in the mind of the

consumer. Demonstrating product leadership. Utilizing an impressive company history or

heritage. Supporting and demonstrating the differentiating

idea. Communicating the difference.

9-11

©2009 Pearson Education, Inc. Publishing as Prentice Hall

Internet-Specific Differentiation Strategies

Exhibit 9.2

9-12

©2009 Pearson Education, Inc. Publishing as Prentice Hall

There are 6 differentiation strategies unique to online businesses.

Site Environment/Atmospherics Easy downloads, accurate and clear

information, easy navigation. Build Trust

Strong brand recognition. Privacy policy. Safe and encrypted payment process

for transactions.

Internet-Specific Differentiation Strategies

9-13

©2009 Pearson Education, Inc. Publishing as Prentice Hall

Efficient and Timely Order Processing Pricing

In the early days of the Web, companies offered discounts as purchase incentives.

Majority of firms today differentiate themselves in other ways besides pricing.

Customer Relationship Management Managing long-term relationships with

customers. Invite User-generated Content

The key is to trust customers, listen, respond, and learn.

Internet-Specific Differentiation Strategies, cont.

9-14

©2009 Pearson Education, Inc. Publishing as Prentice Hall

Positioning is the process of creating a desired image for a company and its products in the minds of a chosen user segment.

The e-marketer’s goal is to build a position on one or more bases that are relevant and important to the consumer.

Firms can position brands, the company, the CEO, or individual products.

Positioning9-15

©2009 Pearson Education, Inc. Publishing as Prentice Hall

Product or service attribute Technology positioning Benefit positioning User category Competitor positioning Integrator positioning

Bases and Strategies for Positioning9-

16

©2009 Pearson Education, Inc. Publishing as Prentice Hall

Product or Service Attribute

May include features such as size, color, ingredients, speed, etc. Amazon’s 1-click checkout process is an

example of a positioning attribute. iVillage allows users to build personalized

mean menus. Tylenol does not sell online, but provides

useful one-to-one features for pain relief and health information and Tylenol greeting cards.

9-17

©2009 Pearson Education, Inc. Publishing as Prentice Hall

Technology Positioning

Positioning on the basis of technology shows that a firm is on the cutting edge. At Lands’ End, consumers can build virtual

models of themselves and try on virtual outfits.

At American Airlines, customers can store seating preferences and frequent flier account information.

9-18

©2009 Pearson Education, Inc. Publishing as Prentice Hall

Benefit Positioning

Benefit positioning is generally a stronger basis for positioning because it answers the consumer question: What will this product/service do for me? Miller Lite offers software that can be used

as a social organizer. On the Valvoline motor oil site, visitors can

send greeting cards, download racing screensavers, and sign up for newsletters.

9-19

©2009 Pearson Education, Inc. Publishing as Prentice Hall

User Category

User category positioning relies on customer segments. Kellogg’s has an interactive site for

children. Yahoo! Groups hosts forums organized by

specific interests. Eons is a social network for baby boomers.

9-20

©2009 Pearson Education, Inc. Publishing as Prentice Hall

Competitor Positioning

Many firms position by benefits that provide advantages over their competitors.

Companies may position themselves against: An entire industry. A particular firm. Relative industry position.

“I Can’t Believe It’s Not Butter” margarine positions itself against other margarines.

9-21

©2009 Pearson Education, Inc. Publishing as Prentice Hall

Integrator positioning

Integrators provide everything a consumer needs in a particular product category, industry, or even in general.

Consumers want convenience and one-stop shopping: Martha Stewart’s Web site brings together

business units in one place. TheKnot.com offers everything to do with

weddings.

9-22

Integrator positioning, cont.

©2009 Pearson Education, Inc. Publishing as Prentice Hall

9-23

We can expect to see more integrator positioning in the real estate, lending, jewelry, and hospitality industries. zipRealty uses software that reduces the

agents' work. LendingTree and HomeGain.com help brokers

find clients more cheaply and quickly. Blue Nile sells an estimated $129 million of

jewelry that would require 116 retail stores. Web travel agencies can move market share to

hotels that give them discounts.

©2009 Pearson Education, Inc. Publishing as Prentice Hall

Repositioning is the process of creating a new or modified brand, company, or product position.

A company may enhance or modify a position, based on market feedback. Yahoo! repositioned from online guide to Web

portal. Amazon repositioned from world’s largest

bookstore to “Earth’s biggest selection.” Facebook now hosts many business page

profiles and third-party applications.

Repositioning Strategies9-24

©2009 Pearson Education, Inc. Publishing as Prentice Hall

25

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic,

mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall