...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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...Positioning and Differentiation Paper Theresa Williams University of Phoenix Marketing for Health Care HCS/539 Marcia Thompson August 30, 2010 General Information The two health care organizations that will be identified in this paper are Central Texas Medical Center (CTMC) and Guadalupe Regional Medical Center (GRMC). These two organizations are within 25 miles of each other and are in Central Texas. CTMC’s major county it serves is Hays for GRMC’s county is Guadalupe. Both organizations will overlap on counties it serves with health care services. A non-for-profit hospital based organization; each hospital has plenty of similarities and differences among them both. This paper will include the similarities and difference as well as some of the marketing and Public Relations each organization is doing. The difference in the two non-for -profit organizations will allow patients in Hays County and the surrounding counties to decide which health care facility is best for him or her. With similarities involved it will just add extra bonus to the patients for if they could not receive results from CTMC they can got to GRMC and vice versa. One of the major marketing tactics that will cause a patient to be faithful to one organization more will be the customer service and how he or she is treated. Similarities First thing first, let’s start with the similarities on the two organizations. We already know that CTMC and GRMC are considered a non-for-profit organization...
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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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...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.). Cedars-Sinai’s positioning and differentiation are both related to its celebrity image. It has positioned itself as the hospital to the stars by extending...
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...Positioning and Differentiation Strategies The VA (Veteran Affair) and HUD (Housing and Urban Development) offer benefits and services to veterans but not all veterans have equal benefits. Veterans who have served in the military for a longer duration receive better benefits than those who served for a shorter duration. The difference between United Way and other organizations is the services offered to most homeless and near homelessness veterans no matter the duration served in the military. Military veterans should not be on the streets of the country they protected. The organizations services are “important” and “distinctive” (Armstrong & Kotler, 2011, p. 197) because it caters to the needs of all homeless veterans, including those who served shorter terms and fewer benefits from the government. Pre-existing services such as continuing education for adults, educational assistance for children, and more is an expansion to what is already offered. The new services, such as housing and health assistance, especially separate accommodation for female veterans, are a competitive advantage over other organizations who do not offer these services to many veterans. The focus of the organization is providing communities with resources to “achieve their human potential through education, income stability, and healthy lives” (About United Way Worldwide, 2012). United Way established and functioned for 125 years and continues to provide “quality service.” Communication, importance...
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...confirmed by the recent fact that even more expensive spirits gain their ground in American liquor market, exclusively due to their price. Therefore, in the first place, Absolut sells a mental image of instant cool (their site with its novel flash technologies, send this message in the most vivid manner). Absolut sells the image of chic and luxury. And naturally their target market consists of people looking for such image in the things they buy. Absolut chosen differentiation and positioning strategy and tactics Positioning strategy refers to how the organization want its consumers to perceive their product. The positioning strategy includes the message the company wants to convey to consumers about its product (Ries, Trout, 1986). The positioning strategy of Absolut is built on differentiating their product from their competitors, of conveying its message through package, through style, though advertisement, that Absolut vodka is slightly different from other types and brands of spirits. The positioning and differentiation strategy of Absolut relies on the main option: emphasizing the distinctive unique benefit of the vodka concerned. This is emphasized by the price, by the package (uniqueness of bottle), by the unique advertising company, conveying both broadcast and narrowcast...
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...and female (teenager because it's easier to Influence them by write some interesting topics on t-shirt) and decide if we want to target whole market with one offers or more but more means higher cost (with one offer in our case ( after that decide whether we want to target Local marketing: Cities Neighborhoods Stores or Individual marketing: One-to-one marketing Mass customization How we can Choosing the right Target Market: by promote communicate product life- cycle stage Company resources Company Differentiation strategy: A marketing strategy whereby businesses attempt to make their product unique to stand out from competitor’s. so how I can differentiate on competitors: Product differentiation: Make him unique useful to the customer Service differentiation: packaging of a service as a product for customer delivery. Solve a Problem Customer Service differentiation: it's the most important for company Organizational differentiation: is yet another form of advantage. Maximizing the power of a brand, or using the specific advantages that an organization possesses can be instrumental to a company’s success. Location...
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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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...Differentiation helps establish a product's position in the marketplace. To compete successfully, your company must identify what makes your brand different or better, and communicate this value to potential customers. Differentiated products stand out from the competition with clearly beneficial features. Successful companies position their differentiated products in the marketplace effectively to attract the attention of likely customers. Other People Are Reading * Two Types of Product Positioning * Positioning and Differentiation Strategies of Marketing 1. Differentiation Basics * When customers enter the marketplace to make purchases, they typically have options. By considering criteria like quality, taste, look, feel and price, they make purchasing decisions. To stand out from competitors, your product must have distinct features or benefits that your marketing communication clearly conveys to potential customers. A comparison of your product to competitors helps establish this differentiation. Unique Selling Proposition * Companies differentiate their products in the marketplace through advertising that aims to establish a unique selling proposition. The website Entrepreneur defines a unique selling proposition as "the factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition." You can differentiate your product from the competition's, but unless you communicate...
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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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...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 the essence considering or adopting a hybrid type of positioning (Holt, Quelch, & Taylor, 2004). After going through this studies the reader will appreciate the essence of brand positioning using five recognized global companies which used various strategies to achieve...
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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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...In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization. Brand positioning process Effective Brand Positioning is contingent upon identifying and communicating a brand's uniqueness, differentiation and verifiable value. It is important to note that "me too" brand positioning contradicts the notion of differentiation and should be avoided at all costs. This type of copycat brand positioning only works if the business offers its solutions at a significant discount over the other competitor(s). Generally, the brand positioning process involves: Identifying the business's direct competition (could include tertiary players that offer your product/service amongst a larger portfolio of solutions) Understanding how each competitor is positioning their business today (e.g. claiming to be the fastest, cheapest, largest, the #1 provider, etc.) Documenting the provider's own positioning as it exists today (may not exist if startup business) Comparing the company's positioning to its competitors' to identify viable areas for differentiation Developing a distinctive, differentiating and value-based brand positioning statement, key messages and customer value propositions. Product positioning process Generally, the product positioning process involves: Defining the market in which the product or brand will compete (who...
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...Assignment On Segmenting, Targeting, Differentiation and Positioning of “Nando’s” Segmenting, Targeting, Differentiation and Positioning of Nando’s Course: Marketing Management Submitted By: Md. Nahidul Islam Ratul ID: 2012-1-10-042 Susanta Basak ID: 2011-2-10-349 Md. Rakibul Bhuiya ID: 2011-2-10-347 Sharif Ahmed ID: 2011-1-10-349 Submitted To: Mahmud Zubayer Senior Lecturer Department of Business Administration East West University Date of Submission 19th August, 2013 Letter of Transmittal August 19, 2013 Mahmud Zubayer Senior Lecturer Department of Business Administration East West University Subject: Submission of Assignment Dear Sir, We are very pleased to submit this assignment on “Nando’s” as you have permitted us in this semester. We are honored to prepare this assignment under your guidance since it gave us the opportunity to know the current marketing status of “Nando’s” and analyze its marketing condition. We tried our level best and to accumulate the information for you as comprehensive as possible. We will be obliged to provide further clarification on this report whenever necessary. Sincerely Yours, Md. Nahidul Islam Ratul ID: 2012-1-10-042 ................................. Susanta Basak ID: 2011-2-10-349 ………………………….... Md. Rakibul...
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...3H Strategy & International Business 2001-2002 Session 8 – Positioning & RBAs compared A. INTRODUCTION TO SESSION The past two Sessions have outlined a series of models and frameworks that provide insights into the external environment and the strategic capabilities possessed by organisations. Many of these models and frameworks have developed as a consequence of a twenty-year debate over the way in which organisations seek to develop sustainable competitive advantage. In broad terms, two distinct approaches have emerged from the debate about this central issue within strategy content: the positioning approach and the resource-based approach (or more accurately, approaches). Much of the debate has concentrated upon two key questions: • Is competitive advantage achieved by concentrating on either low cost or differentiation or should a strategy seek to exploit both low cost and differentiation? • Does an organisation develop strategy to respond to or shape the environment in which it exists – is strategy outside-in or inside-out? As the primary purpose of the tools of strategic analysis is to help organisations to develop and implement successful strategies, then an understanding of the underlying context in which these models and frameworks can be applied is an important requirement. By exploring the development of these competing approaches to competitive advantage and the debate between them, this Session sets out to provide this contextual understanding...
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