Product Positioni

ngSports and Entertainment Marketing

Why is product positioning important to

marketers? Separate yourself from other products in

the market

Consumers are bombarded with advertising, and the consumers will only accept what is consistent with their prior knowledge and experience

Product Positioning The efforts a business makes to identify, place

and sell its products in the marketplace

Businesses identify customers wants and needs

Determine how they compare to the competition

Some businesses want to be very different from competitors products

Goal of Product Positioning

Set the product apart from the competition:1. Wendy’s

Square Hamburger - Never Frozen

2. Burger King- Flamed Broiled Hamburgers

Positioning By Price Position within a product line

Positioning by price and quality stresses high price as a symbol of quality and low price a symbol of value Economy line, Mid-price line, Luxury line

Positioning By Features and Benefits

Products are associated with a feature, attribute or customer benefit

Clorox developed “Greenworks” for the Eco-Friendly target market

Positioning in Relation to the Competition

Positioning to compete directly with the products of other companies

Common strategy when one company is trying to solidify an advantage over another company

Not good to compete with an industry leader

Better to compete with an underdog

Positioning in Relation to Other Products in a Line

Individual products may be positioned in relation to other products in the same line

iPod Shuffle

iPod Nano

iTouch

Can Athletes and Entertainers be positioned in

the marketplace?

Class Activity You are now going to create a PowerPoint describing the

positioning strategies of an entertainer or athlete of your choice.

Introduction Slide Agenda Slide Name and picture of your product or person “Who am I?” description and picture (describes the person

not just the job) “What do I do?” description and picture “For who am I?” description and picture (remember the

who is the target market) Create a positioning statement for your product/person List

three reasons for the person’s positioning with relation to the competition

Conclusion Slide