Escolar Documentos
Profissional Documentos
Cultura Documentos
indoor
outdoor
surface
finish
$
product price place promotion
technical properties price driven paint retailer segment aligned
target segment (opportunity)
non
toxic
anti
bacterial
eco
friendly
$
product price place promotion
relevant added values premium related distribution segment aligned
(ex. baby equipment store)
Difficult & high
Behaviour
Ease and cost of measurement
Psychological
equally
More specific knowledge = Difficult and costly to acquire
Easy & Low
1 2 3 4 5
Size Expected Growth Competitive Position Cost to Reach Compatibility
how large is this even if the market is small, it low competition equals is this market how aligned is this
target market? may be profitable if there are attractive market. accessible with market to our goals?
Worth pursuing? indications that it will grow. our tactics?
Increase relevance
segments
marketing mix
your
COMPANY a
b
your
COMPANY
c
UNSERVED
a
your
COMPANY
UNSERVED
UNSERVED
( Women )
( 50+ )
( Sun )
( Men )
different position
credible relevant
Differentiation Points
is a product category
competitions
price
service
advertising
Position
should be supported
public in all touch points
relations
product
POS
event sponsorship
media
sales
A good positioning helps guide marketing strategy by
clarifying the brand's essence, what goals it helps the
consumer achieve, and how it does so in a unique way.
Great positions are unique, memorable and effective
“The un-cola” “We try harder” “The fashion watch” “Safety” ( Volvo )
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