BAS 282: Positioning: Homework
Arnita decides that she will position her products against her competition using the important variables of price and performance. She feels that these two attributes are the most important considerations for her target customers when buying her leggings. b. On a scale from 1 to 5 (1 being the lowest price and 5 being the highest price) rank each competitive product based on their price.
1. JustBe 2. BeFittest 3. WorkIt/ChaseIt 4. Om 5. PerformBetter
Repositioning typically involves changing one or more marketing mix element. The case summarizes how the company changed the product element of the marketing mix to help Coca-Cola achieve its sales goals for Coke Zero Sugar. If research indicates it should reposition Coke Zero Sugar again, this time by adjusting the place element, which of the following proposals would you recommend?
Sell Coke Zero Sugar at food retailers located at long-haul truck service stations, where the majority of long-haul truckers are male
Walmart has researched other retailers to determine the position they have taken in the marketplace.
Step 1: Analyze competitors' positions.
Based on its understanding of the market, Walmart decides that it will offer everyday low prices, with occasional sales that are called "price rollbacks." In other words, Walmart wants its customers to know that they will always find the lowest price at Walmart.
Step 2: Highlight competitive advantage.
By combining a giant grocery store with a massive retail store, Walmart's Super Centers offer one-stop shopping for busy people who don't want to pay high grocery-store prices.
Step 2: Highlight competitive advantage.
Based on email that the company receives, Walmart learns that some customers believe that Walmart sells cheaply made and unreliable merchandise. As a result, the Walmart management team devises a strategy to sell higher-quality goods at low prices.
Step 3: Evaluate consumer feedback and understand its importance.
Customers often complain about waiting too long in line at Walmart stores. Walmart management therefore decides to open more self-checkout lanes during peak shopping hours.
Step 3: Evaluate consumer feedback and understand its importance.
How would you evaluate the positioning strategy of The Golden File?
The Golden File may be well positioned in that it does not have much competition, but it's not likely to be successful because the demand for its products is likely to be low. The lack of a mail-order or online business only makes matters worse.
How would you evaluate the positioning strategy of L'Ami de Chats?
The company's positioning is excellent. It offers a unique service that people need, and it is located in a region with a significant population, many of whom will be cat owners.
How would you evaluate the positioning strategy of Harry's Hamburgers?
The positioning of Harry's Hamburgers is poor because the owners have chosen to open a new store in an already saturated market. A perceptual map reveals that this area of the city is already overserved.
The key element of Coca-Cola's repositioning of Coke Zero as Coke Zero Sugar was
an emphasis on the fact that the reformulated beverage contains no sugar.
Suppose that Coca-Cola decides to reposition the competition as part of its strategy for making Coke Zero Sugar into a market-leading product. Given what you know about the company's marketing campaign for Coke Zero Sugar, how might Coca-Cola successfully reposition its direct competition?
by positioning other diet colas, such as Diet Pepsi, as old-fashioned, artificial-tasting diet drinks
Which of Karen and Anika's actions listed below represents the final step of the positioning process?
review customer feedback to help improve the firm's services
ALegUp is a brand of smart legging. In its earlier campaign, ALegUp was advertised as an effective wearable technology. However, due to declining sales, its parent company has decided to rethink its marketing strategy. In its new campaign, ALegUp is still portrayed as a "smart legging," but it also features a research study where other familiar brands in the market are failing to make the grade. In this campaign, ALegUp has tried to reposition
the competition.
Karen and Anika, the owners of a new personal assistant firm called Assist You 2, are interested in offering their services in a community filled with other start-up firms and local shops. To ensure they are best positioning their service within this community, they must first
understand the position of their competitors.
According to the video, what does a perceptual map show Karen and Anika about their firm's potential position in the marketplace?
It shows what other companies are doing to reach Assist You 2's intended target market.
How would you evaluate the positioning strategy of Ken's Bookstore?
Ken's positioning is poor, and he is not likely to be successful. The downtown location of the bookstore is not nearly enough to compensate for Amazon's low prices and rapid delivery services.
Place the steps of the market positioning process in the correct order.
1. Analyze competitors' positions. 2. Clearly define your competitive advantage. 3. Evaluate feedback.
Arnita decides that she will position her products against her competition using the important variables of price and performance. She feels that these two attributes are the most important considerations for her target customers when buying her leggings. a. On a scale from 1 to 5 (1 being the lowest performance and 5 being the highest performance) rank each competitive product based on their performance.
1. JustBe 2. BeFittest 3. Om 4. PerformBetter 5. WorkIt/ChaseIt
Sam, Arnita's marketing manager, discovered through research that the demand for wearable technology among women is high and that more retailers are challenging suppliers to bring interesting and creative products to the table. Competing brands are not offering the fashion-forward wearable technology that women are asking for, so this presents Arnita with an opportunity to meet an underserved need. At which step of the positioning process is Sam currently?
Analyzing competitors' positions
Sam has finished analyzing competitors' positions; now he must understand the firm's competitive advantage and why consumers buy their goods. What is Sam's next step in the positioning process, and why is it important?
He should clearly articulate the firm's competitive advantage to ensure that both the WorkIt and ChaseIt leggings realize their full potential with the target market.
Walmart has created a perceptual map with two criteria. One criterion is price (low-high) and the other criterion is products (premium-generic).
Step 1: Analyze competitors' positions.
According to the video, Assist You 2 uses a perceptual map to identify how it can differentiate itself from other personal assistant services. This differentiation, which is to offer comprehensive assistance both at home and in the office, represents which step of the positioning process?
define competitive advantage
Customer response prompted managers at the Coca-Cola company to emphasize that unlike Diet Coke, Coke Zero Sugar tastes more like "regular Coke" (the full-sugar version). Also, the brand managers for Coke Zero Sugar emphasize that Coke Zero Sugar contains no sugar rather than the fact that it is low in calories. Thinking about this positioning in terms of a perceptual map, we can say that Coke Zero Sugar can be measured with these two criteria:
diet drink/no sugar drink; tastes like real Coke/doesn't taste like real Coke
