Marketing Strategy
Marketing Strategy
Out of context: Reply #5
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- canoe2
Product positioning and differentiation 101 -
Mad Men
Lucky Strike- Ha! What a Show.mort_
- Not to be pedantic but that’s not product positioning, it’s a tag line.mort_
- Well nobody will use their long form positioning statement as a headline.canoe
- In this case the team is attempting to position Lucky as toasted not carcinogenic. How does April refer to the position of a product in the prospect's mind?canoe
- This is image repositioning where there’s no change to the product or the target market. Product repositioning is about bigger changes.mort_
- E,g adding a tar removing filter to Lucky cigarettes and calling them Lucky lites for ladies or something - that’s more product positioning.mort_
- It goes both ways. The product's position in the marketplace (noun), and positioning (verb) the image of the product in the prospect's mind.canoe
- April and your perspective seems to be more about product development - is there a position for this product in the market, rather than marketing the product.canoe
- Frankly I need to read her book.canoe
- I think her take is mostly applicable to newish / startup products in the digital realm. Not so much about repositioning established brands.mort_
- Ya totally in the B2B software/app startup world. And sounds SUPER helpful for SaaS strategy!canoe