ting Strategy
Positioning
定位 (Positioning) 是上世纪70年 代美国的两位 营销专家艾· 里 斯(AL Rise) 和杰克· 特劳特 (Jack Trout) 提出的概 念,1981年，两 人合著了《定 位营销策略》 一书。

案例：农夫果园有点“新” –系统差异 化
案例
•名称差异化
•果汁市场自统一鲜橙多面市以来，鲜橙 多、鲜橙蜜、多鲜橙、鲜橙汁、真鲜橙等 等名称是铺天盖地，似乎不这样称呼就不 能借上果汁市场的这股强风。事实证明要 想从跟随者成为挑战者继而成为领跑者， 必须要亮出你自己的名片。2002年酷儿 以另类形象出现，获得了市场上的掌声阵 阵；2003年春季，农夫果园面市，名称 不错，既有借势之意，又有独创其中。
Target Marketing Strategy
——目标市场营销战略
Marketing
Target Marketing Strategy
Review and Lead in
Option market Market segmentation Create Value For Target Customer Market positioning Define the value proposition Provide differentiated products
segment attractiveness • Select target segments
for target segments • Develop a marketing mix for each segment
STP

Target Marketing Strategy
Differentiation and Positioning
Main content
1 2
The Definition of Positioning
The Definition of Positioning
3 Choosing a Positioning Strategy 4 Positioning Errors
identify attractive market segments
Target Marketing Strategy

Target Marketing Strategy
Review and Lead in
The three steps of target marketing
Target Marketing Strategy
Deluxe
Expensive Enjoy

Target Marketing Strategy
Practical
cheap

Target Marketing Strategy
Target Marketing Strategy
Identifying Possible Competitive Advantages Product Services Channel People Image
Identifying

L/O/G/O 定位
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Market Segmentation
Market Targeting
Market Positioning
• Develop positioning
Identify bases for segmenting the market Develop segment profiles
• Develop measure of

Companies design corporate image 、product、services and marketing mixes to make a position which is out of the ordinary in the minds of consumers。

案例：农夫果园有点“新” –系统差异 化
• 品质差异化
– 其一容量多一点，它将目前较流 行的500ml包装调整为600ml，为 产品陈列及终端口碑推荐提供了 一些资本； – 其二浓度多一点，农夫果园将市 面流行的10%果汁含量调整为 30%，既保留了清爽不粘口的优 势，又从营养成份及性价比方面 留下了日后发挥的空间； – 其三内容多一点，农夫果园将三 种水果混合在一起，其实它的这 三点创新更多的不是“创”，而 是“模”新，就是在研究行业成 功者的成功元素后进行模仿性的 改造及创新，这也正是许多企业 创新成功的思路之一。
5

Discussion Cases
Target Marketing Strategy
Differentiation
Design of a series of significant difference to make products or marketing mode different from others’
safe

Target Marketing Strategy
Choosing a Positioning Strategy Identifying Possible Competitive Advantages Choosing the Right Competitive Advantages Communicating and Delivering the Chosen Position