Download Lesson 4.5 - Slides-Positioning - Bremen High School District 228

Lesson 4.5 –
Positioning
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© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.5
Positioning
 Fixing company products
in the Minds of Consumers
 All about “perception”
 Relative to competitor
products
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Positioning:
The fixing your sports
or entertainment
entity in the minds of
consumers in the
target market
© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.5
Positioning
Positioning is important to all sports and
entertainment products
Sports leagues (NFL vs.
Arena Football League)
Sports teams (The Los Angeles Lakers in
the 1980’s as “Showtime”)
Sporting goods (Under Armour as
comfortable performance apparel)
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© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.5
Positioning
Positioning is important to all sports and
entertainment products
Sports drinks (Gatorade as a
performance beverage)
Movie studios (Pixar as a leader in
animated films)
Entertainers (Will Ferrell as a comedic
actor)
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© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.5
Positioning
Positioning is important to all sports and
entertainment products
Entertainment products
(DVD vs. Blu-Ray)
Facilities and venues
(Premium seating vs.
general seating)
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© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.5
Positioning
Positioning is About Perception
Puma’s “Calling All Troublemakers” spot
launched in 2014 (part of the brand’s new
“Forever Faster” campaign) encourages fans
to be more daring and push boundaries to
achieve “danger, risk and potential fugitive
status” in an effort to differentiate itself from
Nike, Adidas and Under Armour as it
continues its efforts to gain credibility and
position itself as a legitimate performance
apparel brand
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© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.5
Positioning
Positioning is About Perception
To drive the campaign and assist in their positioning
effort, Puma partnered with athletes with “bad boy”
reputations like Olympic champion Usain Bolt and
soccer player Mario Balotelli
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LESSON 4.5
Positioning
Wheaties cereal has positioned itself as a brand
affiliated with athletic performance and its
slogan, “the breakfast of champions”, has
remained since the brand’s introduction in 1924
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© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.5
Positioning
With sales declining, General Mills (parent
company of the Wheaties brand)
introduced a new spin off product aimed to
take advantage of consumer perceptions of
the Wheaties brand. General Mills
developed three formulations of the cereal
(dubbed Wheaties Fuel) with the help of a
sports nutritionist and five world class
athletes: the NFL's Peyton Manning, the
NBA's Kevin Garnett, gold medal-winning
decathlete Bryan Clay, the MLB's Albert
Pujols, and triathlete Hunter Kemper.
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LESSON 4.5
High (variable one)
Positioning Map:
Product B
Product A
High (variable two)
Low (variable two)
Product D
Products or services are
grouped together on a
positioning map
where they are compared
and contrasted in relation
to one another
Product C
Low (variable one)
http://www.marketingteacher.com/Lessons/lesson_positioning.htm
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© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.5
Positioning
Reebok has engaged in a
unique marketing initiative by
positioning itself as a leader in
“The Sport of Fitness”, a
phrase it has incorporated into
its cross-promotional efforts
with the CrossFit brand
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LESSON 4.5
Positioning Discussion
How might a sports and entertainment
marketing company utilize a positioning
map to help determine a ticket sales
strategy?
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LESSON 4.5
Ticket Sales
Positioning
Map
High Price
Luxury suite
at an NFL
game
Lower level seats
for Disney on Ice
Client Entertaining
Family Fun
Club seats at
an NBA game
“Cheap Seats” at a minor
league baseball game
Night at the
movies
Low Price
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LESSON 4.5
High Price
Courtside
Seats
Lower Level
End Zones
Lower Level Seats
Upper Level Seats
Mid/Upper Level
Sidelines
Top Row Corners
Low Price
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LESSON 4.5
Positioning Strategy
Identify all possible competitive advantages
1) Products, services, channels, people or image
can be sources of differentiation
2) Organizations often position their
products relative to competitor
Weaknesses (5-hour energy)
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LESSON 4.5
Positioning Strategy
Choose the right competitive advantage
1) How many differences to promote?
2) Unique selling proposition
(5-hour energy)
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LESSON 4.5
Positioning
5-hour Energy Drink focuses on
its small packaging size and
claims to provide a long lasting
energy boost without the “usual
jitters associated with energy
drinks.” These purported features
are intended to provide the
competitive advantage necessary
for distinguishing this energy
drink from the many competitors
on the market.
Click here to view the latest endorsement from legendary pro athlete, Bo Jackson
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© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.5
Positioning Strategy
Positioning errors to avoid
1) Which differences to promote?
2) Are the differences legitimate?
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LESSON 4.5
Positioning
Despite positioning
their product in a highly
successful manner, the
makers of 5-hour
energy were hit with a
lawsuit in 2014 citing
deceptive advertising
charges
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LESSON 4.5
Product Differentiation
Kentwool (a 168-yearold company known for
selling upscale niche
clothing) recently
introduced a $25 pair of
golf socks to the
marketplace, positioning
the product as
“performance” apparel
for the golf aficionado
Copyright
Product
Differentiation:
Refers to a positioning
strategy that some
firms use to
distinguish their
products from those
of competitors
© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.5
In an interview with CNBC’s Darren Rovell, Kentwool
CEO Mark Kent explains: "Ninety-five percent of all
socks are fashion based. Five percent are
performance based. We basically set out to put
ourselves in the top one percentile of that five
percent to make the highest performing sock in any
market segment. So to differentiate yourself you
have to become in layman's terms
the Ferrari of the market, you have
to be the fastest car on the street
or the best performing sock in the
marketplace."
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LESSON 4.5
Re-Positioning
A private golf course
may be suffering
slumping membership
sales.
Management may
choose to open up the
course to the public,
which will ultimately
require a well planned
re-positioning strategy
Copyright
Re-Positioning:
A marketer’s plan for
changing consumers’
perceptions of a
brand in comparison
to competing brands
© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.5
Re-Positioning
 Re-positioning involves identifying who the new
target market is and a strategy for creating awareness
and demand within that market
 Part of the re-positioning effort in this case would
require sending a message to the target market that
the club is affordable by public standards
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LESSON 4.5
Re-Positioning
Slogan might be “Enjoy the benefits of a
private club at public course rates!”
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LESSON 4.5
Re-Positioning
The average age of a Major League Baseball fan is 44
years old, but the 18-24 age demographic is the target
audience most sponsors and advertisers try to reach. To
help reposition the brand as a product that would attract a
younger demographic, MLB has focused on developing
their “Fan Cave” program through integration of new, hip
technology, a trendy location and relationships with unlikely
partners like MTV2.
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LESSON 4.5
Re-Positioning
According to the Sports Business Journal, as part of
their new deal with CBS, the Pro Bull Riders
Association will now be grouped among other major
properties online, like the NFL and the NCAA men’s
basketball tournament to re-position it as a more
legitimate sports property (in the past, PBR was
grouped under the “CBS Sports Spectacular” banner
alongside some niche sports)
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© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.5
Blank Slide Available
for Teacher Edits
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© 2014 by Sports Career Consulting, LLC
LESSON 4.5 REVIEW (ANSWERS)
Marketing
Applications
1) Illustrate the concept of positioning
Positioning is the fixing of a sports or
entertainment entity in the minds of
consumers in the target market
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© 2014 by Sports Career Consulting, LLC