...Positioning and Differentiation Paper September 3, 2012 Positioning and Differentiation Paper A well-planned marketing and branding approach will offer a course of action for the development of an effective marketing campaign in many different types of organizations. A hospitals marketing and branding strategies are key factors of consideration in the development of comprehensive marketing plan; they are also key factors in the success of the organization. North Colorado Medical Center and Medical Center of the Rockies have both successfully marketed themselves in the community as exceptional health care providers by providing quality care. The purpose of this paper is to examine the positioning and differentiation strategies used by North Colorado Medical Center and Medical Center of the Rockies to market actively their organizations. It is very important for health care organizations to develop a plan for the target market within the surrounding community. A well-designed marketing concept provides a course of action for the development of a comprehensive marketing initiative that will help attract an individualize market that has not been considered. An organization target market is a group of customers who an organization aims its goods and services. To create a good strategy, the organization’s target market must be evaluated and well thought-out. Health care organizations must position themselves and separate from its competitors by offering their services in a different...
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...Abstract This paper will address the situation, recommended solutions and the results associated with the three major phases in the simulation process of gallery furniture. This paper will also address the various marketing components addressed in the simulation process. This paper will also details the relationship between positioning and differentiation of the products. This paper will also discuss about the repositioning and whether it is needed in the case of gallery furniture or not. The various effects of product life cycle along with the effect of product life cycle on the product of simulation. Situation The gallery furniture earned great customers from Houston and other store locations. But it is important to note that many people are now turning towards the furniture showrooms who spend great time in interacting with customers and also offering huge discounts. Gallery furniture is in a competitive market area where there are many competitors. Another important thing is, there are certain problems in the payment processing periods for the customers purchased online. These situations should need to be overcome. The delays of the supply of furniture are also making great issues for customers. Recommended Solutions It is important to care more for the welfare of the customers and there should be no way for making the customers to shift to other showrooms. There must be certain different strategies to be developed to overcome various issues associated with Gallery...
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...Running Head: POSITIONING AND DIFFERENTIATION Positioning and Differentiation Paper Wanda Douglas Marketing for Health Care/HCS 539 January 09, 2012 Andrea Linder Positioning and Differentiation Paper A well-planned marketing and branding approach will offer a course of action for the development of an effective marketing campaign. A hospitals marketing and branding strategies are key factors of consideration in the development of comprehensive marketing plan. Northwest Hospital and Sinai Hospital of Baltimore have both successfully marketed themselves in the community as exceptional health care providers by providing quality care. The purpose of this paper is to examine the positioning and differentiation strategies used by Northwest Hospital and Howard County General Hospital to market actively their organizations. A well-designed marketing concept provides a course of action for the development of a comprehensive marketing initiative that will help attract an individualize market that has not been considered. An organization target market is a group of customers who an organization aims its goods and services. To create a good strategy, the organization’s target market must be evaluated and well thought-out. It is very important for health care organizations to develop a plan for the target market within the surrounding community. Health care organizations must position themselves and separate from its competitors. At first sight, health care organizations...
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...Positioning and Differentiation Vanessa Dumas HCS/539 May 14, 2012 Tina Folk-Comartie Positioning and Differentiation Positioning and differentiation in health care is two health care facilities not far from the same location. Catskills Regional Hospital and Orange County Regional Hospital are situated 30 miles from each other. These two facilities are both in the state of New York Hudson Valley Region. These two hospitals focus on catering to the same clientele. The paper will reflex the differences and similar attributes. The facilities cater to geriatrics, gynecological, rehabilitation centers, and other similarities. Positioning and differentiation is Orange County Regional competitive strategy advantages over Sullivan County Regional. Discipline of the Organization Planning a health care system positioning and differentiation paper will have a excellent plan and tactic position. Marketing at a hospital and it brand name is vital to success in profitability. Catskill Regional Hospital and Orange County Community General both have well known toes to the community in Sullivan and Orange Counties. The paper will discuss some of the different strategies both organization uses to convince the community of excellence in health care services, and products. Both facilities have undergone a huge transformation to enhance marketing to produce profitability. Both organizations have a unique clientele attraction. The hospital’s has distinguished the market...
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...Positioning And Differentiation With Health Care Organizations In: Business and Management Positioning And Differentiation With Health Care Organizations Positioning and Differentiation with Health Care Organizations Two health care organizations located in the same area are Cedars-Sinai Medical Center and City of Hope Research Hospital, both in Los Angeles. Both facilities cater to and are championed by Hollywood celebrities, so in many respects they are similar. Their positioning and differentiation is distinctive in other respects, however. This paper will examine the positioning and differentiation of both organizations, noting their similarities and differences. Cedars-Sinai can boast that “Many a star has been born, literally” there (“Cedars-Sinai Medical Center,” 2008). Its location, “where Los Angeles meets Beverly Hills and West Hollywood,” ensures that it serves movie stars and other Hollywood celebrities, and this visibility prompts exceptional care (“Cedars-Sinai Medical Center,” 2008). In addition to its star-studded patient list, the hospital is also known for being a teaching and research hospital that has approximately 600 different research programs (“Cedars-Sinai Medical Center,” 2008). Even its Board of Directors boasts such notables as Steven Spielberg and Sherry Lansing, and it enjoys celebrity supporters such as Barbra Streisand, Denzel Washington, Mel Gibson, and others (“Cedars-Sinai Medical Center,” 2008; “Cedars-Sinai Medical Center,” n.d.)...
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...definitions of brand positioning, probably the most common is: identifying and attempting to occupy a market niche for a brand, product or service utilizing traditional marketing placement strategies (i.e. price, promotion, distribution, packaging, and competition). Positioning is also defined as the way by which the marketers attempt to create a distinct impression in the customer's mind. Positioning is a concept in marketing which was first introduced by Jack Trout ( "Industrial Marketing" Magazine- June/1969) and then popularized by Al Ries and Jack Trout in their bestseller book "Positioning - The Battle for Your Mind." (McGraw-Hill 1981) This differs slightly from the context in which the term was first published in 1969 by Jack Trout in the paper "Positioning" is a game people play in today’s me-too market place" in the publication Industrial Marketing, in which the case is made that the typical consumer is overwhelmed with unwanted advertising, and has a natural tendency to discard all information that does not immediately find a comfortable (and empty) slot in the consumers mind. It was then expanded into their ground-breaking first book, "Positioning: The Battle for Your Mind," in which they define Positioning as "an organized system for finding a window in the mind. It is based on the concept that communication can only take place at the right time and under the right circumstances" (p. 19 of 2001 paperback edition). What most will agree on is that Positioning is something...
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...Marketing Plan: Phase III JoAnn Butcher, Amber Culwell, Kyle Grant, Omayra Moreno, Mathew Parish August 29, 2011 Michael Ricco Marketing Plan: Phase III In this paper Marketing Plan Phase III we will be discussing the description of our products attributes and service fully in depth. Team B will discuss how our product will evolve through the products life cycle as well as describe what will take place through that time and what will affect that time period for our product. Team B will also discuss how the life cycle affect the marketing of product introduced in phase I. This paper will identify the positioning and differentiation strategies for the product and the services our product will provide for our potential clientele and how it will provide them the protection they will need for all of their electronic WIFI required devices and the cost for our product that will suit our customers. Attributes of the Product The product created by Team B, security software to protect from the dangers of using Wi-Fi hotspots, is an extremely valuable product. It offers many favorable attributes like lifetime protection of the user’s personal information, easy installation and free updates over the lifetime of the service. The information age requires technology users to be plugged in at all times. Because of this constant need to be updated, the convenience of public Wi-Fi hotspots is ideal. Even with great convenience, Wi-Fi hotspots are one of the...
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...Thorr Cruisers Paper Student MKT/421 October 11, 2010 Instructor: Name Thorr Cruisers Paper In the Thorr Cruiser simulation, the sales of Thorr Cruiser have been decreasing steadily. This forced the need to redevelop the company’s marketing plan, which includes the determination of whether to introduce a new line of motorcycles. The simulation educates the student with the interpretation of the market research data using a perceptual map. “Perceptual mapping can be used to give you that additional insight into the current position of your product and its potential in the face of competition” (Outsourcing2India, 2010). The simulation uses this technique to analyze the perception of the Thorr Cruiser to ascertain the reasons for declining sales and to formulate a strategy for improvement in the positioning of Thorr Cruiser. The improvement of the positioning of Thorr Cruiser will rely on implementing changes in the company’s marketing mix. The marketing mix refers to the combination of product, place, promotion, and pricing strategies. The final marketing mix that will help reposition Thorr Cruiser. While running the simulation the marketing mix used was price, services, engineering, and financial options. Price is important to position Thorr Cruiser as a premium product. Pricing affects the perceptions of customers and so lifestyle pricing has been used. In addition, lifestyle pricing will support quality engineering so that the Thorr Cruiser that rolls out...
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...Opportunities (external) (d) Threats (external) When all four areas of the SWOT have been identified, there must be a decision about what each item means, and what actions are needed to enhance or deal with each item. COMPETITOR ANALYSIS Identify direct and indirect (substitute products) competitors for your selected company. Select two direct competitors, and assess their strengths and weaknesses relative to your brand MARKETING STRATEGIES SEGMENT ATION, TARGETING, POSITIONING Use of one or more of the following variables as segmentation criteria: Behaviour Psychographic Demographic Geographic Point out which targeting strategy to be employed: Differentiated Undifferentiated Concentrated How are direct competitors positioned in the market relative to your brand? Define their positioning and plot a positioning map. Clarify which differentiation strategy applied: Product differentiation Service differentiation People differentiation Channel differentiation Image differentiation MARKETING MIX Analyze the integration of...
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...Experience as a Means of Brand Differentiation Key Words: customer experience, branding, differentiation, experiential platform. Esma Cavusoglu Postal Address: Kure İletisim Grubu Elmadag, Cumhuriyet Cad. Pegasus Evi 48/3B Taksim 34367 Istanbul / Turkey Customer Experience as a Means of Brand Differentiation Abstract In today’s customer–dominated business world, there exists the “brand indifferentiation” problem that concerns the difficulty of the customers to perceive the differences between a certain brand and its competitors. This situation calls for a close look at the relationship between the consumer behaviour, branding and differentiation. Taking into consideration the proliferation of products, increasing information flow through digital technologies, fast commoditization and competition in today’s world, differentiation and brand positioning relying on traditional frame, have no longer been resulting the expected performance. Constitution of brand differentiation in the minds/hearts of customers entails to re-evaluate the meaning of consumption for consumers, how consumers make their choices, what the brand the consumer prefered means to him, and what can make a brand different than the others for a customer. In this paper, these issues are examined and the solution to indifferentiation is linked with the concepts of “experience” and “experiential marketing”. Key Words: customer experience, branding, differentiation, experiential platform. ...
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...Mensah This paper is submitted in partial fulfillment of the requirements for International Marketing SMC University School of Management Professor (Dr.) Babu P George January 6, 2014 (Submission Date) Unit – 2 What is the role of the creativity in the segmentation process, Why can we say that having an excellent global positioning is one of the principal assets of a brand, What criteria should global marketers consider when making product design decisions, Identify several global brands. What are some of the reasons for the global success of the brands you chose? Abstract The study identifies segmentation processes and how it can be introduced to management to accept them. Often than not if management do not understand the process of segmentation and found out that what has been presented differ from what they know they quickly reject the proposed segmentations (Yankelovich & Meer, 2006). In segmentation, it allows the researcher to knowing how important a product or service is to the customers and this help in deciding what their expectations and are most likely to reveal their willingness to purchase your product. The study further identifies reasons why segmentations fail and steps needed to be taken to correct these errors. The literature elaborate on brand positioning and settling the confusion of brand positioning by managers straight. Consumer culture both local and global is also considered with it effect on brand positioning showing the reader...
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...advantage, brands are adding other dimensions that create a unique and meaningful identity in consumers’ minds. These brand associations are also known as points of difference. However, some associations are ‘not necessarily unique to the brand but may in fact be shared with other brands’ (Keller, 2012pg44). These are known as points of parity which are functionally similar or equal associations that give consumers no reason against buying a specific brand. However, it is arguable whether a brand needs to establish points of parity and points of difference with competitors’ brands in order to be successful. This paper looks at buyers of competing retailers and their purchase motives, brand differentiation, brand associations, brand salience, brand mantra USE CATERGORIZATION MODEL, IMPLICATIONS FOR BRAND EQUITY MANAGEMENT,,, CATEGORY DOMINATED BY TWO MAINB BRANDS SO EVALUATE POSITIONING OF EACH USING E.G OF TARGET MARKETS AND POPS AND PODS. ALSO DISCUSS NEGATIVELY CORRELATED ATTRIBUTES AND BENEFITS. Another prime example is Windows and Apple who are both computer vendors. Consumers are aware of both computer brands yet the consumers would identify the attributes differently. Apple can be perceived as stylish and cool whereas Windows is perceived as a world class computing system. This process of creating points of parity and points of difference in consumers’ minds and finding the right place for a brand...
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...Perceptual mapping is a graphics that can display visually the perceptions of a customer or a future customer. The product is displayed on a graph that shows its position relative to the competition. The perceptual map will help a company identify a positioning strategy in relation to the company’s competitors. In the simulation, there were three situations that solutions were needed to be identified. In the following paper, the situation, a proposed solution, and the outcome will be described. First Situation Although motorcycle sales are rising, Cruiser Thorr, Thorr Motorcycles product, is declining in sales. The purpose for the weakening is that Thorr’s target market elderly adults are growing older and are no longer interested in purchasing the motorcycle. Youthful consumers are not willing to purchase the Cruiser Thorr. Young customers prefer inexpensive priced motorcycles subsequently; youthful consumers lack a large amount of a disposable income to dispense. Also the youthful multitude does not relate with Cruiser Thorr’s lifestyle product line. This development of diminishing sales is required to reverse sales. A new marketing design needs to be put into place that will make the Cruiser Thorr more wanted by young consumers. The four considerations that is believed will make the Cruiser Thorr desirable to younger customers are the following: Cool, Service Offering, Lifestyle Image, and Price. These four considerations as it is to believe what a younger customer would...
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...(external) (d) Threats (external) When all four areas of the SWOT have been identified, there must be a decision about what each item means, and what actions are needed to enhance or deal with each item. COMPETITOR ANALYSIS Identify direct and indirect (substitute products) competitors for your selected company. Select two direct competitors, and assess their strengths and weaknesses relative to your brand ------------------------------------------------- MARKETING STRATEGIES SEGMENT ATION, TARGETING, POSITIONING Use of one or more of the following variables as segmentation criteria: Behaviour Psychographic Demographic Geographic Point out which targeting strategy to be employed: Differentiated Undifferentiated Concentrated How are direct competitors positioned in the market relative to your brand? Define their positioning and plot a positioning map. Clarify which differentiation strategy applied: Product differentiation Service differentiation...
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...Perceptual Maps Simulation I found this simulation to be very interesting. First of all, it was about motorcycles, and what guy doesn't find that to be an interesting topic? Regarding the lessons it contained for marketing though, it was also interesting while still being entertaining as well. The situations it presented were realistic, while not being so overcomplicated that the material it was trying to present got lost. In the following paper I will discuss the situations from the simulation, the relationship between differentiation and positioning especially with regards to the product in the simulation, and the effect of the product life cycle on marketing again focusing on its relationship to the simulation product. Situations The first situation the simulation provided me with was a successful brand that is facing declining sales. My recommendation was to focus on Lifestyle, Quality Engineering, Coolness and Price. My results from this were good, but could have been better if instead of focusing on coolness, I'd chosen to focus on service instead. This would have allowed me to optimally position the product. The second situation was to decide on a marketing plan moving forward for Thorr motorcycles. I chose to launch a new motorcycle, the RRoth, rather that reposition CruiserThorr. I chose this because CruiserThorr is already well positioned, and to change its price or other attributes would more likely confuse customers than help to grow the brand. Furthermore...
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