商务英语综合教程（下册）Unit_5_Product_Positioning教材教学课件.ppt

Unit Five ;Introduction; Text ; 1 Consumer research is believed to play a decisive role in companies in product’s advertising positioning. Take Nike for example. First of all, consumer research helps to identify its target consumers. Second, with research findings, Nike establishes consumer profile. Finally, with research findings, Nike positions its products by product users. ; Positioning 2 By positioning it is meant to stress only certain aspects of the brand and not others to enable the consumers to have a clear idea of what the brand stands for in the product category. It is often said that positioning is not what advertisers do to the product itself but what they do to the consumers’ mind. Many products in the over-the-counter drug market, for instance, have identical formulas but are advertised for different symptoms, by using different names, packaging, and product forms. ; 3 A brand can not be everything for everyone. So in order to attract the desired target consumers in a maximally effective way, segmentation and positioning should be well matched, which means advertisers are expected to position a product according to the characteristics and preference of the target consumers.; Positioning by Product Users 4 If target consumers’ behavior is mostly affected by opinion leader or reference group, the way of positioning by product users is suitable to such a product. This approach is to associate the product with a typical user, who is usually taken as the provider of information perceived to be “expert”, or a group of typical users, who are frequently taken as the providers of the names—standards, values, attitudes and the like—that are influential with those who belong to, aspire to, or identify with. Nike is the typical product positioned by product users, for, on one hand, it takes Michael Jordan, a world famous athlete who plays basketball in a way that no one has ever played before; as the spokesman o