Talk:Positioning (marketing)/Archives/2015

Positioning Concepts

I think that this section is difficult to understand and needs some examples to illustrate what each of the positioning concepts means. For example, does anyone know are 'Affective fulfillment' means? If I knew the answers I'd add the examples myself. Wikikob 09:12, 14 November 2006 (UTC) positioning the product or creating a good image about the product in the minds of customer, wikipedia is an extrodinery one which gives enormous detail, its like a lecturer in hand.

im taking a wild guess here but, considering that affective fulfillment is under symbolic positions which might relate to positioning of ones conscious, id say affective fulfillment means emotional satisfaction.. thats the best guess i can come up with .. Kuwaitiquadra 23:11, 19 May 2007 (UTC)

I was redirected here by searching for "Market Position" .. This is a mistake as that has nothing to do with this article! 146.232.75.208 (talk) 11:30, 1 March 2010 (UTC)

You are on the talk page! Just click on article... 146.232.75.208 (talk) 07:52, 4 March 2010 (UTC)

Hi. You removed an external link I added to several articles written by Jack Trout --- the originator of the positioning concept. Rightfully so, Jack's name is frequently mentioned in this page. The link is quite relevant to those seeking info on the concept. Perhaps you didn't realize this. I'd like to add it again. ( http://www.brandingstrategyinsider.com/brand_positioning/ ) Looking forward to your response. Dddaye (talk) 05:35, 23 September 2010 (UTC)

Maybe this is more useful. David Ogilvy and O&M used the concept of positioning before 1969. The O&M definition was loose and metaphorical and went something like...it is a unique, memorable, and differentiated place which your offering owns in the customers mind. This is a results-oriented and communications-oriented concept. In practice it more or less requires an intuitive sense to grasp and apply. In order to teach this and to make it more applicable (deconstruct), I have argued that an effective and complete positioning requires three things: 1.) It must reinforce the basic promise and benefit of the offering to its target audience. 2.) It must differentiate the offering from other offerings in the competitive frame of substitutes. 3.) It must be consistent with the offering's profit model. Finally, if it can say this with poetry and positive imagery, you are likely to have created an advertising campaign and a market leader. The concept of positioning is applicable to corporations/companies, and to industrial as well as consumer offerings. On point number 3 above, it may sound obvious that the positioning must be compatible with the profit model, but for many years American Express (an O&M client) knew the most powerful positioning for travelers cheques was "safer than money/insured cash." But a travelers cheque does not breakeven on its cost until remains uncashed for about 30 days, hence AMEX positioned the product as insuring against the interruption of a vacation which was competitive against lost cash, and credit and debit cards. In another example from AMEX which is instructive on the importance of targeting and segmentation, AMEX knew that it's green card could not compete with the general service bankcards, but by signing all major hoteliers, airlines, and rental car agencies and several thousand restaurants it could differentiate itself as a no-credit-limit, charge card for upscale and businesss travelers that could fulfill its promise during the travel and entertainment usage occasion. This is when the bankcards were suitable at general merchandise outlets and targeted at the broad middle market

Selected examples of great positioning and advertising tag lines: For Wriston and Reed's Citicorp/Citibank, a leader and innovator in commercial banking, Mary Wells of Wells, Rich, and Greene gave Citi, "The Citi Never Sleeps,"--a terrific platform for innovation. For a multi-offering, multi-segment, global financial institution this was deliverable and fitting for Citi. This was and remains incomparable in financial services--a notoriously difficult sector to break through. Unfortunately this line was first used when Citi introduced its 24-hour ATM. The fit was excellent, but internally and externally the line was never fully exploited to include all of Citi's innnovations which also at the time included the CD invented by Wriston, the 5/1 rate lock mortgage invented by Dick Kovacevich, check-driven revolving credit, and repositioned the second mortgage as a "home-equity" loan. In the purely industrial sector, for decades DuPont used, "Better Living through Chemistry." Instantly you know exactly what DuPont is and what it stands for, and see it as a positive member of society. And in consumer durable goods, its hard to top, "The Ultimate Driving Machine."--which instantly says "the best" in automobiles and metaphorically connects BMW to the superlative German reputation for excellence in engineering and machinery. --Francis J. Partel, Jr., former product manager at General Foods, Head of U.S, Marketing at AMEX, and Adjunct Assoc. Prof at Stern School, NYU. — Preceding unsigned comment added by 96.227.200.176 (talk) 18:11, 20 May 2013 (UTC)