Lululemon Brand Positioning and Market Segmentation Quiz and Flashcards

Questions and Answers

Which of the following is true about brand knowledge?

Brand knowledge is shaped by what consumers have learned, felt, seen, and heard about the brand over time

What kinds of associations should be chosen in brand positioning?

Associations consistent with or relevant to preexisting associations

What is brand positioning?

The act of designing consumer perception of a brand through marketing strategies

Which of the following is NOT a step in target market identification?

Choose brand associations Signup and view all the answers

What is the purpose of market segmentation?

To divide the entire market into distinct markets Signup and view all the answers

Which of the following is an example of psychographic segmentation?

Political ideology Signup and view all the answers

What is one of the criteria for choosing target consumers?

Identifiability Signup and view all the answers

Which one of these is a necessary condition for inclusion in the choice set?

Points-of-parity (POP) associations Signup and view all the answers

What are Points-of-difference (POD) associations?

Attributes or benefits that consumers strongly associate with a brand, positively evaluate, and uniquely associate with a brand Signup and view all the answers

What are the Points-of-difference (POD) associations claimed in the 'Get a Mac' campaign by Apple?

Both high-quality technology and high-status image Signup and view all the answers

What are the Points-of-difference (POD) associations claimed in the 'Get a PC' campaign by Intel?

None of the above Signup and view all the answers

Study Notes

Brand Knowledge

Brand knowledge refers to all the thoughts, feelings, and experiences a consumer associates with a brand.

Brand Positioning

Brand positioning is the process of creating and maintaining a unique and distinctive space in the minds of target customers.
It involves choosing one or more desirable and deliverable associations that differentiate the brand.

Target Market Identification

Identifying the target market involves understanding the characteristics of the target audience, including demographic, geodemographic, and psychographic characteristics.
The steps involved in target market identification are: segmentation, targeting, and positioning (STP).

Market Segmentation

Market segmentation is the process of dividing a larger market into smaller groups of consumers with similar needs, characteristics, or behaviors.
The purpose of market segmentation is to identify the most profitable segments for the company to target.

Psychographic Segmentation

Psychographic segmentation involves dividing consumers based on their lifestyles, attitudes, values, and personality traits.
An example of psychographic segmentation is dividing consumers based on their fitness levels, such as "fitness enthusiasts" or "health-conscious individuals".

Choosing Target Consumers

One of the criteria for choosing target consumers is their purchasing power and willingness to pay a premium for the product or service.

Choice Set

A necessary condition for inclusion in the choice set is that the product or brand must be considered by the consumer as a viable option.

Points-of-difference (POD) Associations

Points-of-difference (POD) associations are unique benefits or attributes that differentiate a brand from its competitors.
POD associations are created through brand positioning and are claimed through marketing communications.

Apple's 'Get a Mac' Campaign

The Points-of-difference (POD) associations claimed in Apple's 'Get a Mac' campaign include being "cool", "easy to use", and "virus-free".

Intel's 'Get a PC' Campaign

The Points-of-difference (POD) associations claimed in Intel's 'Get a PC' campaign include being "affordable", "customizable", and "compatible with a wide range of software".