CHRM-05-22-16-

REPUBLIC OF THE PHILIPPINES

ILOILO STATE COLLEGE OF FISHERIES-DINGLE CAMPUS
College of Hospitality Management
Dingle, Iloilo
5035 Philippines
Telefax No.; (+63)917-624-6100/ (033)351-0085
Website: www.iscof.com.ph / Email: iscofpresident2016@gmail.com / iscofdingle@yahoo.com

Learning Assessments;

Answer the following questions:

1. How to Create an Effective Market Positioning Strategy?

Market positioning is the capacity to affect customer perception of a brand or

product in comparison to competitors. The goal of market positioning is to develop a
brand's or product's image or identity so that people perceive it in a specific way. To
Develop a positioning statement that will serve to define your company and how you
want people to perceive the brand. First, compare the company's distinctiveness to
rivals. To uncover opportunities, compare and contrast variances between your
organization and rivals. Concentrate on your strengths and how they might be used to
capitalize on these possibilities. Second, determine your present market position. third,
an examination of competitor positioning Determine the market circumstances and the
degree of impact each rival has over the others. Finally, create a positioning plan.
Through the preceding processes, you should have a better grasp of what your
company is, how it differs from rivals, the market circumstances, market potential, and
how your organization may position itself. Determine your current market position and
how the new positioning will help you stand out from competition.

2. What actions need to be taken to sharpen up a company's positioning?

Developing your own brand positioning strategy entails delving deeply into your
brand's intricacies and determining what you do better than anybody else. These stages
will assist you in developing a brand positioning plan that is unique to your company.
Determine your present brand positioning before taking any activities to sharpen up a
company's positioning. Make a chart of the essence of your brand. Determine your
competition. Conduct competitive research. Determine your distinct value offer. Develop
your positioning statement. Determine whether your positioning statement is effective.
 CHRM-05-22-16-
REPUBLIC OF THE PHILIPPINES
ILOILO STATE COLLEGE OF FISHERIES-DINGLE CAMPUS
College of Hospitality Management
Dingle, Iloilo
5035 Philippines
Telefax No.; (+63)917-624-6100/ (033)351-0085
Website: www.iscof.com.ph / Email: iscofpresident2016@gmail.com / iscofdingle@yahoo.com

Create an emotional connection with prospects and consumers. Reinforce your brand's
distinctive characteristics during the sales process. Create value. Make certain that your
customer-facing workers represent your brand.

3. How can a positioning analysis help a marketing manager identify target

market

opportunities?

Positioning analysis is the process of determining how the market perceives a

company's present brand. A corporation must evaluate the way its brand is viewed with
the demands of the targeted market when finding target market prospects. A positioning
strategy's goal is to develop a single identifying attribute of a brand in the minds of
consumers. Effective positioning strategies consider the organization's strengths and
limitations, the demands of the client, and the claims of rivals.

4. Briefly explain what is meant by the term positioning. As of 2019, choose one
(1) product category you find interesting (e.g., women s apparel, athletic shoes),
and identify at least three different brands and their (1) targeted market

segment/segments and (2) respective positioning strategies (be sure to justify

your answers). How is each position communicated to the target? audience?

A good positioning distinguishes a product and encourages consumers to view

utilizing it as a distinct advantage to them. Positioning specifies where your product
(item or service) sits in relation to others offering comparable products and services in
the marketplace as well as in the consumer's mind. Positioning is the process of
determining how to best convey your organization's distinctive characteristics to your
target consumers based on their demands and in order to offset competition challenges.
 CHRM-05-22-16-
REPUBLIC OF THE PHILIPPINES
ILOILO STATE COLLEGE OF FISHERIES-DINGLE CAMPUS
College of Hospitality Management
Dingle, Iloilo
5035 Philippines
Telefax No.; (+63)917-624-6100/ (033)351-0085
Website: www.iscof.com.ph / Email: iscofpresident2016@gmail.com / iscofdingle@yahoo.com

It is the carefully planned core statements and behaviors that contribute to the
development of a distinct and distinguished brand.

Clothing Brand: Nike, Louis Vuitton, Hermes

Brand positioning is a marketing approach that displays a company's uniqueness

and underlines its benefits. This is a structured strategy of embedding a fashion brand's
image 'in vogue' through the establishment of strong connections with the clothing it
supplies, and persuading prospective clients to choose their style above other identical
items.

Approximately 90% of fashion brand marketers consider engaging brand positioning to

be one of the most important factors of effective fashion sales. Figures demonstrate its
significance: apparel platforms with clever brand positioning tactics generate 33% more
income. The secret is that effective positioning strategies result in market distinction
from rivals, simple buying decisions, strong brand value confirmation, and compelling
messaging.

At least nine techniques to brand positioning are defined by researchers;

nevertheless, for a fashion platform, it all begins with a brand statement — the
research-based description of the firm based on its target customers' and rivals' images.
It should include an explanation of your service, its promise of addressing the fashion
market need for clients, and objective grounds to believe you: consumers desire
security and want to pay for original apparel that fits. So, the solution is to identify your
audience and determine your unique offering.

Audience

Before introducing a product, determine its main target audience based on the
following factors: age, gender, residential location, income, educational level,
 CHRM-05-22-16-
REPUBLIC OF THE PHILIPPINES
ILOILO STATE COLLEGE OF FISHERIES-DINGLE CAMPUS
College of Hospitality Management
Dingle, Iloilo
5035 Philippines
Telefax No.; (+63)917-624-6100/ (033)351-0085
Website: www.iscof.com.ph / Email: iscofpresident2016@gmail.com / iscofdingle@yahoo.com

occupation, hobbies, marital status, and interests. Notably, the benefits of the product
should be exhibited in accordance with the specific audience's demands.

Such research forms the image of possible rivals, develops the foundation for a
future-oriented marketing plan, and allows business owners to save money on
additional advertising: $37 billion is lost each year on commercials with the wrong target
demographic.

5. What is a more effective marketing positioning: low price or value? Why?

Changing consumer behavior is a far more long-term marketing strategy than

persuasion. Product positioning and product differentiation both have an impact on
customer perceptions of products and brands.