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Promotion Planning And Techniques
A new product can also be positioned with respect to an attribute that competitors have ignored;
sometimes a product can be positioned in terms of two or more attributes simultaneously. For example,
in the toothpaste market, “Close-up” a dominant brand in African market has been positioned as a cavity
fighter, mouthwash, teeth whitener, and freshen breath attributes.
POSITIONING BY PRODUCT USER:
Product can be positioned by product user or a class of users. For example, Revlon cosmetics have been
positioned by associating it with a specific lifestyle profile.
POSITIONING BY PRODUCT CLASS:
Products can be positioned by product class. For example, a margarine brand may be positioned
with respect to butter. Generically, margarine and butter are not of the same chemical components or
ingredients but they are closely related in terms of physical appearance and usage.
POSITIONING BY COMPETITORS:
In most positioning strategies, an explicit or implicit frame of reference is the competition. Often, the
major purpose of this type of positioning is to convince consumers that a brand is better than the market
leader or another well accepted brand, on important attributes. Positioning with respect to competitor
is commonly done in advertisements in which a competitor is named and compared. For example, the
advertising campaigns by two competing brands such as COCA COLA and 7UP.
POSITIONING BY USE OR APPLICATION:
Products can be positioned by use or application. Often, a positioning-by-use strategy represents a
second or third position designed to expand the market. For example, Lucozade Boost is positioned
as a product for sports performers to boost strength and energy while its original brand Lucozade is
positioned as energy giver generally.
PROCEDURES FOR SELECTING TARGET MARKETS
- IDENTIFY TARGET SEGMENTS: Use marketing research to identify target segments.
Use segmentation processes such as – geographic; demographic, lifestyle, psychographic,
benefit, volume, marketing factor and product space. - FOCUS AND ALIGN PROMOTION EFFORTS ON CORPORATE MARKETING
OBJECTIVES: Focus on, and keep the marketing objectives in mind, since promotions
are designed to influence people, the objectives of a promotion programme should consider
this fact.