4.positioning

แนวความคิดดานผลิตภัณฑ

คุณสมบัติที่เปนจริง

ความตองการทีแ่ทจรงิของตลาด

ใครคอืผูบริโภค (Target Group)

ใครคอืคูแขงขนั

ขอพิจารณาในการกําหนด Positioning

Product EraImage EraPositioning Era

Positioning 1/3

Positioning = ???

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http://www.google.co.th/imgres?imgurl=http://star.workkode.com/wp-content/uploads/2009/05/si-won.jpg&imgrefurl=http://campus.sanook.com/%25E0%25B8%2584%25E0%25B8%25A7%25E0%25B8%25B2%25E0%25B8%25A1%25E0%25B8%25A3%25E0%25B8%25B1%25E0%25B8%2581%25E0%25B8%2582%25E0%25B8%25AD%25E0%25B8%2587%25E0%25B8%25AA%25E0%25B8%25B2%25E0%25B8%25A7%25E0%25B8%25AA%25E0%25B8%25B8%25E0%25B8%2594%25E0%25B8%25AE%25E0%25B8%25AD%25E0%25B8%2595-20100401-905207.html&usg=__LmkXHX5_tsTo3oPd41elWBAdE7Y=&h=420&w=280&sz=82&hl=en&start=25&tbnid=niwW9hrBV4LEmM:&tbnh=125&tbnw=83&prev=/images%3Fq%3D%25E0%25B8%259C%25E0%25B8%25B9%25E0%25B9%2589%25E0%25B8%258A%25E0%25B8%25B2%25E0%25B8%25A2%25E0%25B8%25AB%25E0%25B8%2599%25E0%25B9%2589%25E0%25B8%25B2%25E0%25B9%2583%25E0%25B8%25AA%26start%3D20%26hl%3Den%26sa%3DN%26gbv%3D2%26tbs%3Disch:1&itbs=1

http://www.google.co.th/imgres?imgurl=http://www.thaiticketmajor.com/concert/images/maroon5/scoth_birdnest.jpg&imgrefurl=http://www.thaiticketmajor.com/concert/promotion_maroon5.htm&usg=__l7hj82w2d5sKXji1lkXuCHuqTbw=&h=94&w=125&sz=36&hl=en&start=9&tbnid=xgbKCCzzy7rqRM:&tbnh=68&tbnw=90&prev=/images%3Fq%3D%25E0%25B8%25AA%25E0%25B8%2581%25E0%25B9%258A%25E0%25B8%25AD%25E0%25B8%2595%2B%25E0%25B8%25A3%25E0%25B8%25B1%25E0%25B8%2587%25E0%25B8%2599%25E0%25B8%2581%26hl%3Den%26gbv%3D2%26tbs%3Disch:1&itbs=1

http://www.google.co.th/imgres?imgurl=http://www.bangkok-today.com/files/imagecache/W400/images/2009/05/18/article-430--taeada55.jpg&imgrefurl=http://www.bangkok-today.com/node/430&usg=__Ob-7CmtDwqm7Rth9iIK1TRyTKIA=&h=300&w=400&sz=56&hl=en&start=34&tbnid=KEEpdk-W5CiriM:&tbnh=93&tbnw=124&prev=/images%3Fq%3D%25E0%25B8%25AA%25E0%25B8%2581%25E0%25B9%258A%25E0%25B8%25AD%25E0%25B8%2595%2B%25E0%25B8%25A3%25E0%25B8%25B1%25E0%25B8%2587%25E0%25B8%2599%25E0%25B8%2581%26start%3D20%26hl%3Den%26sa%3DN%26gbv%3D2%26tbs%3Disch:1&itbs=1

http://www.google.co.th/imgres?imgurl=http://img368.imageshack.us/img368/5857/evanrm5.jpg&imgrefurl=http://blog.eduzones.com/rangsit/14522%3Fpage2%3D23%26page%3D%26page3%3D&usg=__UAtyH86vw9kxOAw_b32LrM694OE=&h=404&w=404&sz=56&hl=en&start=9&tbnid=WD-gOTlcsrdy7M:&tbnh=124&tbnw=124&prev=/images%3Fq%3D%25E0%25B8%2594%25E0%25B8%25B2%25E0%25B8%25A3%25E0%25B8%25B2%25E0%25B8%259D%25E0%25B8%25A3%25E0%25B8%25B1%25E0%25B9%2588%25E0%25B8%2587%2B%2B%25E0%25B8%25AB%25E0%25B8%25A5%25E0%25B9%2588%25E0%25B8%25AD%26hl%3Den%26gbv%3D2%26tbs%3Disch:1&itbs=1

Customer Segmentation

New and advance

Look Good, Me too

Help & bring status

Useful

Reliable & safe to have one

Perceptual Mapping--Levi’s88

High PriceHigh PriceHigh Price

Low PriceLow PriceLow Price

Cla

ssic

Cla

ssic

Cla

ssicD

esignerD

esignerD

esigner

Old productNew product

Vintage

Red Line

Silver Tab

Slates

Dockers Premium

DockersClassics

501

Red Tab Basics

Red TabDry Goods

L2

Red Tab Elesco

Market Positioning

Mobile Competition in Thailand

Niche MarketLow Volume-High Margin Customer

Mass MarketHigh Volume-Low margin per

Customer

DifferentiatorHigh Service

Differentiation

Price FighterLow Service

Differentiation

AIS

HUTCH

TRUE

DTAC

THAIMOBILE

Leader’s Positioning1. เขาจับจองตําแหนงเปนรายแรก

2. ขยายตําแหนงใหครอบคลุมทุกพืน้ที่

3. ตอบโตอยางทนัควัน

4. ปกปองดวยกลยทุธ Multibrand

5. อยาประกาศวาตนเปนผูนาํ / อนัดับ 1

Challenger's Positioning

1. พูดในสิ่งที่ผูนําไมพดู

2. เจาะความตองการเฉพาะกลุม

3. วางตําแหนงใหแตกตาง

4. วางตําแหนงโดยเปลี่ยนตําแหนงของผูนําPositioning 7/3

POSITIONING

Positioning 8/3

การพัฒนา Positioning

•

จากคุณสมบัติเดนของผลิตภัณฑ

•

จากแนวความคิดของผลิตภัณฑ

•

จากความตองการของผูบริโภค

•

จากวิธีการใชผลิตภัณฑ

•

จากผูใชผลิตภัณฑ (ลูกคา)

•

จากคูแขงขัน (Competitor)

•

จากบุคคลที่มีชื่อเสียง / สถาบัน

•

จากแหลงที่มา / แหลงผลิต

Brand Extentionไดผลเมือ่

•

สินคายังรักษาตําแหนงครองใจจาก

สินคาหลัก

•

สินคาใหมมีงบ?

ไมมากพอ

•

สินคาหลักครองตําแหนงโดดเดนมาก ไมมี คูแขง

DIFFERENTIATION TO POSITIONING

ศกึษาและสรางความแตกตาง•ดานผลิตภัณฑ

คณุคาผลติภัณฑ สมรรถนะ

ความคงทน ความนาเชื่อถอื

รูปแบบ

•ดานบรกิาร

ความสะดวกในการสั่งซื้อ การจัดสงที่เหนือกวา

การติดตั้ง บุคลากร

ความนาเชื่อถือ

•ดานชองทางการจัดจําหนาย

•ดานภาพลักษณ

การวางตําแหนงผลิตภัณฑ

•ความสําคัญของความแตกตางในสายตาผูบริโภค

•ความมีเอกลกัษณ

•ความตางที่สื่อสารได

•ความตางที่ทําใหราคาเปนที่ยอมรับ

•ความตางที่ยังทําใหองคกรมีกําไร ตามเปาหมาย

การสื่อสารความแตกตาง

Repositioning

Changing consumers’

perceptions

of a brand

in relation to

competing brands.

4.positioning

Business