Pop Quiz today
Positioning (cont'd)
Through the mind of the consumer was overloaded with messages, in most product categories, there were very simple heirarchies...THE PRODUCT LADDER
example in rental car ladder: Hertz, Avis, National
Within each category, there are four basic types of positions:
- The Best Position
+ In most categories, there is a #1 in the consumer's mind
+ The "Best" Position leverages this (example Crest)
- The Against Position
+ The "Against" Position defines itself vs. #1
+ It's an aggressive and competitive position
+ Example: 7Up: "The UnCola" & "Take the Pepsi Challenge"
- The Niche Position
+ The "Niche" position promotes the product along one dimension of superiority.
+ Example: All-temperature Cheer
- The New Category
+ The new category is just that. It defines a category that didn't exist before and then position the (new) product as the best in that new category. Competition follows.
+ Example: Smartphones
Marketers Dominate
- Client personnel (marketers) now better trained; better paid)
- Mergers begin - clients get bigger
- Competition toughens
- Comparative ads [ours vs theirs]
- The tempo increases...
Ad Evolution: 80s & 90s
- Bernback's influence grows
- Client mergers continue
- Agency mergers begin
- Computers and cable
- And the tempo increases even more
-=-=-=-=- End of Chapter 1 -=-=-=-=-=-
Diversion
MKTG > Branding > Creative > Media > PR
GM - 60 second "We All Fall Down" tv spot
