...Structured positioning and unstructured positioning is different and both are important. And both can be applied by same brand In unstructured, brand is positioned to prospect’s mind through telling a story with metaphors by analyzing the situation and purpose of consuming a brand, habits of consumers, competitors brand image, consumer’s character and timing of consumption etc .Here storytelling as an art plays an important role because it’s shape the perception of consumers for particular brand or product. So just take the data and fact by research and put in your mind and imagine (the way you want to show yourself or your product or brand on consumer’s mind) Like GET MILK campaign of American dairy group, Apple’s ad for IBM. But it is already constitutes in structure positioning under emotional branding where mystery, sensuality and intimacy are like daewik,dehik and bhautik of TRISHUL. Structured positioning starts with the target certain types of consumer, leads to define the competitive frame of reference (CFR).In CFR, not only present competition arena but also coming competition can be smelled by analyzing both Industry (no. of sellers, degree of product differentiation, entry barrier, cost structure etc) and market competition (relative substitutes) such as coca-cola ignored the coffee bars business. In CFR, category membership is important because “YOU SEE WHAT TO EXPECT TO SEE” pour a gallo in 50 year old French burgundy then carefully decant a glass in front of a...
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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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...Market positioning is about identity: who your brand or company is in the marketplace vis-à-vis the competition and in the eyes of the customer. Once you see who you are, you can determine who you want to be. Traditionally, the people responsible for positioning brands have concentrated on points of difference – the benefits that set each brand apart from the competition. Such points of differentiation are, in many cases, what consumers remember about a brand. But points of differentiation alone are not enough to sustain a brand against competitors. Effective brand positioning requires not only careful consideration of a brand’s points of difference, but also of what we call its points of parity with other products. Points of parity are the associations that are not necessarily unique to the brand but may be shared with other brands. Consumer might not consider a bank truly a “bank” unless it offers checking and saving plans, safe-deposit boxes, home loans etc. the approach you sue to meet these minimum requirements for planning the game will depend on where your product is in its life cycle. In contrast, strong, favorable, unique associations that distinguish a brand from others in the same frame of reference are fundamental to successful brand positioning. There are two questions to ask about your brand’s point of difference: are they desirable to customers and can you deliver them? First of all, desirability – to qualify as desirable, a point of difference must...
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...Essay 4 Key drivers of product positioning: Image: Key factor that boosts the ego of the user thereby adding to the ‘feel good’ factor. Value: This is the core indicator of brand positioning. Price: This is an extremely important factor while positioning a product especially in price sensitive markets such as developing and emerging markets. Features: This is one of the most imperative factors to be taken into account while positioning a brand or a product as it is directly linked to driving a product’s value, perceived or otherwise. Brands and their positioning: 1. Vertu: This is an iconic brand positioned at the top of the price chain due to its super premium image. In terms of features, it has very few and technologically lags far behind the other mass brands. What it provides to its user is a sense of having achieved a status that few others have. Obviously the price here is not as important or impactive in its performance. The brand has a limited audience but they are very loyal and faithful to the brand. Chances of switching to another brand are very low. 2. iPhone : Another iconic brand which changed the way mobile handsets were supposed to be designed . This is also like Vertu, positioned purely based on the image but where it differs from Vertu is in the area of features and technology. This is the brand which sets the standard of feature/technology. Due to its iconic nature it is not price sensitive but has a much bigger audience as it is packed...
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...directly linked to the manufacturing strategy and marketing objectives; which are inadvertently linked by understanding market requirements. It described positioning as the backbone of a business plan also used to combat competition in the market. Critical Evaluation: The positioning conceptual framework proposed in this article is crucial for manufacturing firm’s success. The set variables identified in the concept work in harmony and the organization’s performance are also measured and discussed. Rating: 3 out of 5 1.2 Landow, Y., 2012. “A Brand Positioning Nightmare.” Pharmaceutical Executive 32 (6): 60 – 62. http://0-search.proquest.com.prospero.murdoch.edu.au/docview/1041092781 (accessed on September 27, 2012). Summary: This article talks about a drug that has received a new indication within a short period of time and how the brand director approached an action plan to help the drug thrive in multiple targets with different needs and mindsets. Critical Evaluation: The situation in this article is useful should any company face a repositioning problem that could be turned into a success by exploring potential avenues that the brand can own. The article and solutions are simplified thus easy to digest and comprehend. Rating: 4 out of 5 1.3 Scoviak, M., Conroy, K., Russell, K., Smith, P. 2004. “Enviable Positioning.” Hotels 38 (2): 32....
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...Target Market and Positioning Strategy Identification Loretta Menchaca MKT/575 May 11, 2015 Professor Delynn Byars Target Market and Positioning Strategy Identification The environment for the marketing strategy should be set in the atmosphere of the overall corporate strategy. Once the general direction of the organization has been determined with applicable contribution from all required stakeholders, the marketing strategy should be aligned to guarantee that the direction is established (Hooley et al, 2008). Companies that are market-driven display inventive skills in interpreting, collecting, and using information to guide their business and marketing strategies and to achieve competitive advantage (Cravens & Piercy, 2009). The following analysis will focus on Ikea’s target market, the effectiveness of their positioning strategy, and recommended for changes to their targeting and positioning strategy. Ikea Ikea is worldwide home furnishing store that specializes in ready to assemble furniture, home accessories, and appliances. Ingvar Kamprad founded Ikea in 1943, and opened his first store in in Almhult Sweden. Today Ikea operates two hundred twenty six stores globally and hosts four hundred and ten million shoppers a year. Ikea believes in hard work to produce products that meet quality standards at prices that are affordable. These standards are accomplished by building long term relationships with suppliers, investing in highly automated products, and producing...
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...reached the peak of its popularity in the 1990s, is perceived by many as a response to the positioning school approach, which dominated in the 1980s. Both schools see supra-normal returns as firm’s ultimate objective and seek the sources of competitive advantage that allow firms to enjoy profits above industry’s average. In attempts to explain the differences in firms’ performance positioning school tends to focus on importance of external environment. Profitability is believed to be predominantly affected by the industry structure and active competition, so successful firms are those who manage to position themselves favorably within attractive industries. In contrast RBV authors argue that “environmental analysis – no matter how rigorous – is only half the story” (Barney, 1995, p.49). Multiple examples of firms demonstrating outstanding performance while competing in high threat and low opportunity environments show that reasons for success can be hidden within. Therefore RBV makes an attempt to open the black box of a firm and explain the differences in performance in terms of firm’s resources, competencies and capabilities. All firms are different from each other and only those in possession of valuable and costly-to-copy resources are able to maintain competitive market position. Such focus on internal analysis represents the major difference of RBV approach in comparison to positioning school. RBV authors also suggest a new practical approach for strategists: rather than...
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...September 2011 School of Health and Society Department Computer Science Embedded Systems Indoor Positioning using Sensor-fusion in Android Devices Authors Ubejd Shala Angel Rodriguez Instructor Fredrik Frisk Examiner Kamilla Klonowska School of Health and Society Department Computer Science Kristianstad University SE-291 88 Kristianstad Sweden Authors, Program and Year: Ubejd Shala, Master’s Program - Embedded Systems, 2011 Angel Rodriguez, Master’s Program - Embedded Systems, 2011 Instructor: Fredrik Frisk, Dr, HKr Examination: This graduation work on 15 higher education’s credits is a part of the requirements for a Degree of Master in Embedded Systems Title: Indoor Positioning using Sensor-fusion in Android Devices Abstract: This project examines the level of accuracy that can be achieved in precision positioning by using built-in sensors in an Android smartphone. The project is focused in estimating the position of the phone inside a building where the GPS signal is bad or unavailable. The approach is sensor-fusion: by using data from the device’s different sensors, such as accelerometer, gyroscope and wireless adapter, the position is determined. The results show that the technique is promising for future handheld indoor navigation systems that can be used in malls, museums, large office buildings, hospitals, etc. Keywords: Sensor fusion, accelerometer, gyroscope, compass, INS, GPS, Wi-Fi, indoor navigation, smartphone, Android...
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...GLOBAL POSITIONING SYSTEM (GPS) ABSTRACT : Modern technology offers us an affordable mechanism called “GPS” which can help us find our way in situations like lost in a completely unknown place, hiking, snowmobiling, snowshoeing, mountain -biking, fishing, cross-country skiing, ORV expeditions, hunting and many others. GPS tells us exactly where we are on the planet at any time. It can do this with precisions ranging from exact precision to points within a 40-foot range. These variations dep end on the model and type of the GPS receiver you have. GPS is a worldwide radio-navigation system formed from a constellation of 24 satellites and their ground stations. GPS uses these satellites as reference points to calculate positions accurate to a matter of meters. In fact, with advanced forms of GPS you can make measurements to better than a centimeter! In a sense it's like giving every square meter on the planet a unique address. GPS receivers have been miniaturized to just a few integrated circui ts and so are becoming very economical. And that makes the technology accessible to virtually everyone. These days GPS is finding its way into cars, boats, planes, construction equipment, movie making gear, farm machinery, even laptop computers. CITC (CE DEPT.) 1 GLOBAL POSITIONING SYSTEM (GPS) 1.0 BACKGROUND AND HISTO RY : GPS network has been around longer than the Personal Computer. The US Department of Defense designed this system back in the 1970’s. It was (and still...
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...Global Positioning Systems The popular mobile technology known as the global positioning system (GPS) was originally created for military use. The system as we know it today, known as NAVSTAR began development over 30 years ago, but it took close to two decades to become fully operational (Paleo, 2007, p. 789). The current GPS system uses a cluster of 24 satellites that can pinpoint the location of a person or object using latitude, longitude and altitude as the coordinates, however predecessors to this system relied on inertial navigation, and were in use in submarines and military aircraft (Pace, 1995 pp.237-238). GPS Usage Consumers were early adopters of navigational systems. As early as 1981, consumers were exploring ways of making navigation a more mobile enterprise with instruments such as the Honda Electro Gyro-Cator, which was basically a back-lit box that a user could insert plastic maps, mark their current position, and then allow a gyroscope take care of route guidance (Lavrinc, 2007). GPS systems today are far more portable and accurate. Originally offered only as standalone devices, GPS systems can now be found in many mobile devices such as higher end laptops, most tablets, and smartphones. GPS technology has also expanded its use beyond personal navigation into business operations and personal entertainment as well. GPS technology has been used to enhance additional aspects of our lives, including recreation. GPS enabled golf carts are one of these examples...
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...In this developed society, it is obvious that mankind has arrived at yet another golden era with rapidly advancing technology. The 21st century has appeared that human are at busiest to compete to gain wealth by exploiting all possible resources. However, busy lifestyle has caused issues such as traffic congestion. Time always appears to be a resource easily hit scarcity. This era where information is the riches has invoked the demand of mankind on a tool to navigate so that time will not be wasted when they are lost in traffic. Therefore a tool to guide direction is developed and introduced to the society. Introduction The Global Positioning System (GPS) is selected as the tool in this assignment. Though GPS appears to be a common tool in the society, not everyone understands the process of development gone through by GPS. Global Positioning System is a space-based satellite navigation system that provides location and time information in all weather conditions, anywhere on or near the Earth where there is an unobstructed line of sight to four or more GPS satellites. The system provides critical capabilities to military, civil and commercial users around the world. It is maintained by the United States government and is freely accessible to anyone with a GPS receiver. Development of GPS Why the GPS was developed?...
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...Global Positioning Systems (GPS) Historical development/context of the technology In 1993, the final satellite was launched to complete the network of the 24 satellites that make up what is now known as the Global Positioning System. Because of these, a person can purchase a little device that has the capability to track and verify their exact location within a few hundred feet. This fantastic technology only became available because the combination of scientific and engineering advances, especially the development of the atomic clock. The atomic clocks are precise within a billionth of a second. The development of the atomic clocks were important because the scientists were searching for answers about the nature of the universe. In the development of the atomic clocks, the physicists were unaware that one day their findings would lead to the global system that we use today. For centuries the stars and the sun were the only way people could navigate or to find their way. Even after clocks were developed, it was possible for people to find their longitude but even with the most accurate instruments, exact locations were only good within a few miles. The Soviet Union launched their first satellite, Sputnik on October 4, 1957. This new technology did little more than orbit the earth every 98 minutes. It was not equipped with any scientific equipment although it did contain a single radio transmitter, which made it easy for the United States to track its path. The United States...
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...Running head: GLOBAL POSITIONING SYSTEMS Global Positioning Systems BUSI512: Managerial Information Technology Key Term: Global Positioning Systems Definition: According to Haag, Baltzan, and Phillips (2008) a global positioning system (GPS) is “a device that determines current latitude, longitude, speed, and direction of movement.” (p. 188). According to Dictionary.com (2008), a global positioning system (GPSP is “a global system of U.S. navigational satellites developed to provide precise positional and velocity data and global time synchronization for air, sea, and land travel.” Article Summary: “Secure Tracking for Critical Applications” by Chris Wullems, Alessandro Pozzobon, and Oscar Pozzobon In their article, Wullems and the Pozzobons discuss the importance of safeguarding Global Position System (GPS) tracking applications against security threats. They explain how users should be educated on the weaknesses in the technology so they can be aware of the proper procedures and tools to protect themselves. The authors start off by explaining the safety and security advantages of GPS technology with regards to vehicle tracking and remote monitoring systems. After briefly discussing those advantages, they then segue into the downside of the technology, and the inherent dangers involved in failing to adequately secure the technology. They refer to the technology as “a double-edged sword” without adequate...
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...Running Head: DIFFERENTIAL GLOBAL POSITIONING SYSTEM 1 Differential Global Positioning Systems Clay Guida Southern Illinois University DIFFERENTIAL GLOBAL POSITIONING SYSTEM 2 Global Positioning Systems (GPS) have become one of the greatest innovations of the modern world. Simply put, your personal guide to anywhere in the world. It can accurately get a fix on your position to within 100 meters. This is where most people would say that their GPS gets them down to ten meters or less, and they would be right. But it is GPS in coordination with the Differential Global Positioning System (DGPS) that gets them that accurate of a location. To understand this we must start from the beginning and go over GPS’s history. From there we will take a look at what causes some of the inaccuracies that GPS can. Then we can see how DGPS counters these and gives you the most accurate reading you can have. Differential Global Positioning System, GPS’s right hand man for accuracy. To understand how a DGPS helps a GPS we start at the beginning of it’s short history. Though made for use by the United States government, it was the Soviet Union that launched Sputnik in 1957 and gave us the idea. After the launch, Massachusetts Institute of Technology (MIT) researches observed that they could pick up the radio signal that Sputnik was producing. They also realized that the sound of this transmission varied with the...
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...1 Global Positioning Systems and The Future Nicole Loeffler ITT Technical Institute GS1140, Problem Solving Theory Mr.Shofner September 27, 2014 2 Global Positioning Systems and The Future Since 1960, Global Positioning Systems have come from a U.S. Air Force secret to a cellular phone requirement for personal safety in 1999. Today many civilian GPS users have come to conflicting arguments as to whether or not GPS is here to help or hinder us. Between foreign nations such as China working to have successfully launched 35 satellites by 2020, and Superior court trials arguing violation of privacy… Has GPS found a competitor? What GPS does for us GPS is used daily for coordinating airliners (NextGen), city transit, package delivery, keeping track of our children as well as felons under adult supervision by ankle monitor. In many search and rescue situations, natural disaster and criminal monitoring or investigating, time is as critical as life or death. On August 6, Fox News published a story on Precise Innovations kidsport GPS band developed by a concerned parent Brian Sullivan. A device that will give parents there child’s direct location to a partner app on the parent’s cellphone within 10 feet of the child. This device has a panic button to notify the parent if the child wonders outside the “geo-fence” (the perimeter the parent sets). In 2005 GPS was used with GIS (Geographic Information...
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