4. STEP 6: POSITIONING
• Positioning is all about making the
targeted behavior appear attractive or
better than the alternative/competition
• Best way: Value-centered
• What is value?
5. • What is value
generally: How do
most people
define/perceive
value?
• How do marketing
professionals
define/perceive
value?
• Take 10 minutes with
your group to come
up with a definition
of value. Write it on
the blackboard.
DEFINE VALUE
6. VALUE
Value is the customer’s perception of the difference between
benefits of an offering and the costs. It can be measured like
this:
Value=Benefits-Costs
It is also the the measure of how much an offering is capable
of meeting a customer’s stated needs with features that
provide unique benefits. It can be measured like this:
Value=Needs+Benefits/Features
7. CRITICAL TO VALUE IS THE NOTION
THAT FEATURES PROVIDE BENEFIT
THAT MEET NEEDS
• What features’ benefits
come from this offering?
• Is the provider uniquely
capable of delivering
those features’ benefits?
• Do the benefits match the
target audience’s needs?
• Value is created when
target audience needs
(wants are just weaker
needs) are met by (ideally)
a unique benefit.
• Why unique?
8. • Focused on the
customer and their
needs
• Gives customers a
specific reason to act
normally in a way that is
premised upon self-
interest even if that self-
interest is social good
• Gives customers a
reason to choose an
offering over the
competition
• Customer is of primary
importance, not
features, price or
product
THE BEST MARKETING IS
BENEFIT DRIVEN
9. NEEDS ARE MET BY BENEFITS AND
FEATURES AND DIRECTED TO TARGET
AUDIENCES (NOT EVERYONE!)
NEED
• Utility/purpose
• Psychological/psy
chographic
• Social and/or
individual
FEATURE/BENEFIT
• Feature works in a
certain way
• Feature provokes
a specific feeling
• Feature provides
a shared good
instead of, or in
addition to. an
individual one
10. BENEFITS CAN BE
IMPLIED OR REAL
IMPLIED
• Symbolic
• Representative
• Idealized
• Figurative
REAL
• Concrete
• Specific
• Articulated
• Literal
11. • Feature?
• Benefit?
• And to
whom is it a
benefit
directed?
• Their need?
• Value?
EXAMPLE 1
22. • Feature?
• Benefit?
• Target audience?
• Need?
• Value?
• Can every
product, concept or
service have value?
• What about when it
is unknown
(diffusion of
innovation model?)
EXAMPLE 12
23. • What are the needs/
benefits? Take 15
minutes…
• Choose three brands
you
like/use/respect/admire
• Can you identify three
compelling benefits
based upon needs that
come from the brands’
products/features that
shape your
perception?
• Think beyond features
or specific products to
benefits that meet
needs of you as a
consumer
BENEFITS ARE KEY!
24. HOW IS VALUE CONVEYED?
STRATEGICALLY?
• Positioning
• Value propositions/statements
25. VALUE
PROPOSITIONS/STATEMENTS/
POSITIONING
Steps:
1. Know the customer (NEEDS)
2. Know the product/service or idea
(FEATURES)
3. Why would the customer choose the
product/service or idea (BENEFITS)
4. Combine features and benefits with
needs in a concise, direct statement
26. EXAMPLE
• Categories/groups
• Three main groups:
• All benefits
• Favorable points of interest
• Resonating focus
• Lowe’s “Never stop improving”
• Why? Answer from Lowe’s CEO
27. • In social marketing needs
are based upon behaviors
which in turn are based
upon societal
needs/wants and
premised upon overall
social good
• Benefits are positioned
the same way (as well as
individually focused)
• In community based
social marketing the
needs of the community
and the benefit of the
community is of primary
importance
• Needs and benefits must
strengthen/build
communities
WHAT DOES THIS LOOK LIKE IN
SOCIAL MARKETING?
28. • Pretty much the
same! Value is
derived from
benefits
• Positioning
becomes a little
more complex
since it can be
based upon
behavior, barrier
s and benefits
BEYOND THE OBVIOUS
BIG DIFFERENCE…
29. • Useful but limited to
increasing
awareness
• No inherent value
• Example: 311 for
carry-ons
BEHAVIOR FOCUSED
POSITIONING
30. • Helps overcome
fears or disinterest
or misperceptions
about time involved
but limited;
Again, no inherent
value!
• Example: Recycling
as easy as 1,2, 3
BARRIERS FOCUSED
POSITIONING
31. • Strongest
• Value implied by
benefits (social
and/or individual)
• Basis for value
propositions
BENEFITS FOCUSED
POSITIONING
32. • Think of the
behavioral change
needs related to
ending childhood
obesity
• List three benefits of
ending childhood
obesity
• Thinking about those
benefits, craft a value
statement/positionin
g statement for
parents to change
their behaviors
CREATE ONE!
33. • Think about the negative
behaviors related to gun
violence (failure to lock
guns, using large ammo
clips, no background
checks at gun shows etc.)
• What are the benefits to
changing behaviors?
• Craft a value statement
related to reducing gun
violence
CREATE ANOTHER
36. NEXT WEEK (WEEK 7)…
SOCIAL MARKETING MIX
• Product (Chapter 10)
• Price (Chapter 11)
• Place (Chapter 12)
• Community Analysis
Presentations! Identify needs as
part of your analysis…
37. REST OF THE
QUARTER
• Week 8: Community base social marketing mix: Promotion
(Chapters 13 & 14)
• Week 9: Managing community based social marketing
plans including monitoring and
evaluating, budgeting, implementation plans (Chapters
15, 16 & 17)
• Week 10: Community based social marketing plans and
presentations
• Finals week: Final exam on chapters 9-17 (50 multiple
choice questions, open book, collaborative etc)
