Marketing Positioning and Sustainability Quiz

Podcast

Play an AI-generated podcast conversation about this lesson

Questions and Answers

What is the primary focus of the SWOT analysis mentioned in the positioning process?

Evaluating the logistics of product distribution

Assessing the brand's external and internal environment (correct)

Identifying financial performance metrics for the brand

Determining customer satisfaction levels

Which component is NOT part of the brand identity according to the positioning framework?

Brand pricing strategy (correct)

Brand mission

Brand purpose

Brand equity

What does a sustainable Product-Service System (PSS) aim to address?

Maximizing product sales and market share

Improving brand recognition through advertising

Reducing production costs and increasing efficiency

Social and environmental challenges (correct)

What is the objective of defining a targeting strategy in the positioning process?

To identify and segment potential customer groups Signup and view all the answers

What best describes the Business Model Canvas in the context of sustainable PSS?

A framework that outlines key business components and relationships Signup and view all the answers

What is the first step in defining the competitive universe?

Identify possible competitors Signup and view all the answers

In the context of a competitive universe, what should be considered alongside product categories?

Market needs and usage Signup and view all the answers

Which of the following is an example of the competitive universe?

The entire industry of wearable technology Signup and view all the answers

What is one reason consumers might choose sustainable products?

Perceived positive impact on the planet Signup and view all the answers

Why is the reference universe considered important?

It facilitates understanding market positioning options. Signup and view all the answers

What is a potential limitation of focusing solely on sustainable attributes in positioning?

They may be perceived as less effective Signup and view all the answers

When Apple launched its first wearable device, how did it categorize its product?

As a traditional watch Signup and view all the answers

Why are sustainable attributes often perceived as vague or ambiguous?

They are experiential and not observable before purchase Signup and view all the answers

What is a suggested way to integrate sustainability into product positioning?

Reassure consumers about performance Signup and view all the answers

What is the correct sequence of steps in the positioning process?

Define the universe, assess competitors, select position, state position Signup and view all the answers

What is meant by 'belief-based' attributes in sustainable products?

They are often subjective and not easily identified Signup and view all the answers

What should be assessed when looking for competitors in the reference universe?

Competitors' points of differentiation and similarities Signup and view all the answers

Which of the following correctly describes a point of differentiation?

An aspect that sets a product apart from others Signup and view all the answers

How are sustainable products often wrongly perceived in comparison to conventional products?

They are seen as less effective Signup and view all the answers

What role do brands need to take regarding performance when promoting sustainable attributes?

They should highlight guarantees of success Signup and view all the answers

What characteristic often correlates with sustainable attributes and affects consumer perception?

Performance perception as low compared to conventional options Signup and view all the answers

What does the environmental part of the Triple Layered Business Model Canvas focus on?

Actions undertaken to manage environmental consequences Signup and view all the answers

Which aspect is NOT included in the Triple Layered Business Model Canvas?

Brand loyalty and customer engagement Signup and view all the answers

How does the Triple Layered Business Model Canvas view the use of materials?

Material reuse is considered important for sustainable practices Signup and view all the answers

In the context of the Triple Layered Business Model Canvas, what primarily affects the shipment and distribution processes?

The organization’s energy efficiency and material management Signup and view all the answers

What role does functional value creation play in the Triple Layered Business Model Canvas?

It encompasses all activities needed to create value without harming the environment Signup and view all the answers

What is the purpose of a positioning statement for a brand?

To differentiate the brand from competitors in the market Signup and view all the answers

Which component is essential for creating a positioning strategy?

Full diagnosis of market and company Signup and view all the answers

What should a new product-service system concept highlight according to the guidelines?

Social, environmental, and economic benefits Signup and view all the answers

What are described in the 'Pain Relievers' section of the Value Proposition Canvas?

How the product addresses customer pain points Signup and view all the answers

What is the primary focus of the 'Gain Creators' section in the Value Proposition Canvas?

Creating added value for the customer Signup and view all the answers

Which strategy is commonly involved after market segmentation?

Targeting specific market segments Signup and view all the answers

What is a key focus area mentioned in building a Positioning statement?

Customer problems and needs Signup and view all the answers

Which component of the Value Proposition Canvas specifically addresses negative emotions?

Pain Relievers Signup and view all the answers

In the context of the Value Proposition Canvas, what do Pain Relievers aim to avoid?

Undesired costs and situations Signup and view all the answers

Which of the following is NOT a part of a successful marketing positioning strategy?

Implementing aggressive sales tactics Signup and view all the answers

What format is required for the submission of the first draft report?

Word document in PDF format Signup and view all the answers

Which of the following best defines a Gain Creator?

A component that enhances customer experience Signup and view all the answers

Which of the following actions is part of defining the brand's positioning strategy?

Identifying target customer segments Signup and view all the answers

In the Value Proposition Canvas, what type of value do Gain Creators provide?

Added value Signup and view all the answers

What does the Value Proposition Canvas primarily aim to achieve?

Clarify customer pain and gain Signup and view all the answers

Which aspect of the Value Proposition Canvas communicates the products that meet customer needs?

Pain Relievers and Gain Creators Signup and view all the answers

Study Notes

Marketing Management Reconsidered - Session 4: Positioning

Positioning is the strategic choice of key elements in a value proposition
A strong positioning enables a product or service to stand out in the market and in customers' minds.

Sessions and Group Projects

Session 1 (October 3): Introduction to marketing management in a constrained world
Session 2 (October 15): Brand management: How to manage a brand sustainably?
Session 3 (October 17): Segmentation & Targeting
Session 4 (October 18): Positioning
Session 5 (October 22): Mix Product: designing a sustainable offer
Session 6 (October 23): Mix Price: implementing a responsible pricing strategy
Session 7 (November 4 or 7): Mix Distribution: designing an inclusive and sustainable distribution strategy
Session 8 (November 7 or 8): Mix Communication: implementing a responsible communication strategy
Session 9 (End of November / Beg of December): Final Individual Exam (Quiz)
Session 10 (December 12): Final Presentations of Group Projects

What is Positioning?

Positioning is the strategic choice of key elements in a product or service value proposition.
This enables the product or service to stand credibly, attractively, and uniquely in its own market.
Brand policy is different from brand image; the former is broader and richer, while the latter is the knowledge, beliefs, and associations the public has with an offering.

Why Position Your Offering?

Prevents customer from doing it themselves or not doing it at all (i.e., choosing a competitor's product)
Plays a crucial role in customer purchasing decisions
Keystone of the marketing mix and condition for its coherence.
Guarantee of continuity for the product or service, acting as lever to take action but also as constraint to any changes or evolution of the market.

Pillars of Positioning

Economically profitable
Difficult to imitate in short and long term
Simple, clear, concise
Long lasting
Credibility

Positioning Process

Define the competitive universe as a reference.
Identify competitors in the reference universe and select the three closest competitors or groups of competitors.
Assess the competitors' points of difference and similarities.
Select a position.
State the position.

Competitive Universe

The products to which a given offer will be naturally compared
Usually a product category
Consider market segments vs product categories

Importance of Reference Universe

Apple launching its watch
Minute Maid's fruit juice positioning

Choosing Competitors to Analyze

Think about usage rather than the product itself.
Define a market's product segmentation criteria (e.g. the expected benefits, socio-demographic criteria).
Identify the top competitors who are leaders in the market, and competitors whose positioning is similar to what you want to consider (2-4 competitors).
Analyze the characteristics of these competitors' offer mix to understand their respective positioning.

Points of Difference vs. Points of Similarity

Similarity: Associated with the brand's mental associations in its competitive universe. Includes the product category, (expectations of the category), correlational similarities (positive or negative correlations to other attributes)
Difference: Must be strongly associated with the brand and positively judged by consumers, but not found at the same level of the competitor, relevant for the company, achievable by the company, differentiating against competitors.

Making Sure Points of Difference are Value Drivers & Sources of Competitive Advantages

Ensure that these points of difference are valuable and drive competitive advantages.

Blue Ocean Strategy

Compete in existing market space, beat competition, exploit existing demand to achieve value cost trade-off
Create uncontested market space, make competition irrelevant, create and capture new market demand to break from value-cost trade-off.

The Blue Ocean Canvas

Visual tool to analyze value positioning of products or services with various examples (Circuses, Hotels, Wine)

The Antes vs Drivers Matrix

Step 1: Make a list of every aspect of the company's product or service offering.
Step 2: Evaluate each statement in terms of how different it is from competitors' offerings and its importance to the target audience.
Step 3: Map these statements using a grid (with extreme similarity and extreme importance as the axes). Create separate grids for economic impact and benefits, and social impact and benefits.

Other Mappings to Identify Points of Similarity & Difference

Semantic scales
Value Assessment Map
Perceptual Map (examples for tv, drinks, and amusement parks are provided)

Possible Differentiation Axes

Product performance/features/benefits
Brand imaginary (against competitor, against a market, or another product type)

Different Levels of Differentiation

Product attributes
Benefits to consumers
Company value

Differentiate on Sustainability?

Some brands capitalize on altruistic/social or biospheric benefits to differentiate and create preference with consumers.
Consumers may prefer a product that positively affects the planet.

Limits of Positioning Focused Solely on Sustainable Attributes

Sustainable attributes are often intangible (vague, ambiguous, remote from the self )
Correlational similarities can be positive (kindness) or negative (low performance).

Integrating Sustainability into Positioning

Reassure consumers regarding the performance of sustainable products.
Sustainable attribute as one element, associate it with ego-centric benefits, (e.g. green bundling or triple value propositions)

Qualities of Effective Positioning

Simple
Attractive
Credible
Different
Profitable
Long-lasting

How to State the Positioning Statement

Format: [Product/offer X] is/proposes [product category] with [characteristics] which allows [target] to [expected benefit(s)].

How to Test the Effectiveness and Relevance of Positioning?

First Step: Filtering ideas internally (criteria like target size, feasibility, innovative benefit, competition, and brand fit.
Second Step: External Test (Qualitative - focus groups & interviews; Quantitative – questionnaires).

Workshop #4

Define triple-layered Business Model Canvas
Value Proposition Canvas
Build Blue Ocean Canvas
Antes vs Drivers Matrix for the sustainable Product-Service System.
Create a Positioning Statement for the brand.

Work-in-Progress Submission

Report is due by October 20th
Includes diagnosis, new product idea benefits, segmentation, positioning strategy.

Studying That Suits You

Use AI to generate personalized quizzes and flashcards to suit your learning preferences.

Description

Test your knowledge on key concepts in marketing positioning, especially in the context of sustainable Product-Service Systems (PSS). This quiz covers topics such as SWOT analysis, brand identity, targeting strategies, and the Business Model Canvas. Enhance your understanding of how sustainability impacts consumer choices and competitive positioning.