Positioning Strategies
What is localized positioning?
A strategy used when local laws or cultures change how people value a product
What are the 4 market segmentations?
Demographics, Socioeconomic Variables, Behavior Base Segmentation, Lifestyle and Values (Psychographic)
Consumers who strongly prefer traditional domestic products and entertainment are most likely to respond to this strategy.
Local Consumer Culture Positioning
Give out the five-step process for a positioning strategy
Identify, determine, brainstorm, screen, implement & monitor
What is the term “Blue Banana”?
A socioeconomic arc of light that is visible from space (Manchester to Rhineland
A British brand that uses Japanese graphics and imagery to appear Japanese is practicing this form of positioning.
Foreign Consumer Culture Positioning
While "Specific product features" focus on technical specs like an iPhone's A17 chip, this level focuses on the context or activity during which a product like Red Bull is consumed.
Product Application
Can you give three out of the five clusters from Hakuhodo?
Brand-Conscious Cosmopolitans, Smart Careful Shoppers, Family and Community First, Fickle Trendies, Sensitive Selfies
High-tech brands like Apple and Samsung are ideal for GCCP because they symbolize…
Modernity, internationalism, and global citizenship