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Positioning Research  

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Seminar Summary:

In this seminar you will learn why positioning research is important to market success and the consequence of an ill-defined positioning strategy. (see full course description)

 

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Training Course Syllabus:


What you will learn:
In this 1-day seminar, you will learn why positioning research is important to market success and the consequence of an ill-defined positioning strategy. Specifically, you will learn:

How to develop a successful step by step approach to positioning research in your organization.

How to analyze and interpret positioning data in a competitive setting.

How to create and analyze perceptual maps using multivariate analysis techniques.

How to effectively communicate results from positioning research to decision makers.

 

 

 

 

Positioning Research
Course Outline and Schedule
----- First Day -----
08:30 AM - 08:45 AM Introduction of Participants
 
08:45 AM - 10:15 AM Session I
WHAT IS POSITIONING?: The importance of positioning in the overall marketing strategy of an organization; why positioning is important to market success and the consequences of ill-defined positioning. Comprehensive case studies illustrating successful and unsuccessful positioning and repositioning in a number of industries including consumer packaged goods, services and industrial products as well as non-profit organizations; team workshop to articulate current positioning of competitors in specific industries.

 

10:15 AM - 10:30 AM Coffee Break
 
10:30 AM - 12:00 PM Session II
POSITIONING RESEARCH – A STEP-BY-STEP APPROACH: “Seat of the pants” vs. “informed positioning”; the decisions which must be made to properly position/reposition a brand/ product/ service/ organization and the actionable information which is needed to make those decisions; how to identify the relevant set of competitive products and services and how to assess their relative strengths, weaknesses and positioning. Direct vs. derived approaches and assessing congruence between customer perceived positioning and the intended positioning. Qualitative and quantitative data collection methods typically used in positioning/image research.

 

12:00 PM - 01:00 PM Lunch Break
 
01:00 PM - 02:30 PM Session III
ANALYSIS AND INTERPRETATION IN POSITIONING RESEARCH I: Attribute based and attribute free approaches to assessing positioning of an organization individually as well as in a competitive setting; how to create, interpret and implement snake plots, spider charts and quadmaps; variations on the traditional quadmaps to enhance their usefulness as a positioning tool; incorporating stated vs. implied importance of attributes and competitive strengths and weaknesses in a comprehensive representation; assessing positioning differences by market segments.

 

02:30 PM - 02:45 PM Coffee Break
 
02:45 PM - 04:30 PM Session IV
ANALYSIS AND INTERPRETATION IN POSITIONING RESEARCH II: Multivariate approaches used to create perceptual maps for positioning research; data input, output, pros and cons and interpretation of perceptual maps using factor analysis, discriminant analysis, correspondence analysis and multidimensional scaling techniques; live demonstration of several commercially available software programs for perceptual mapping followed by interpretation of the results; how to effectively communicate results from positioning research to decision makers and make actionable recommendations.

 

04:30 PM - 04:45 PM Concluding Remarks
 
WE HIGHLY RECOMMEND COMBINING "POSITIONING RESEARCH' WITH "MARKET SEGMENTATION RESEARCH" FOR A COMPREHENSIVE PROGRAM.
 

 

 

What Past Participants Have Said About This Seminar

Verbatim evaluations from participants who have attended the "Positioning Research" seminar. Names of evaluators have been left out as a matter of professional courtesy.

Excellent. Covered a lot of ground very clearly.
Managing Director
Burson-Marsteller
 
Comprehensive overview of analytic techniques without getting lost in the math. Good review of principles of positioning.
Sr. Marketing Consultant
Eli Lilly
 
Very helpful concepts. (Content) really good.
Assistant Brand Manager
Florida Power & Light
 
Excellent. Very good information to keep as reference and really knowing what is going on.
Senior Director
Burger King Corporation
 
Very favorable. Very good – covered everything I needed.
Sr. Analyst, Consumer Research
Giant Food Stores
 
Valuable concepts, easy to digest, good models, methods.
Manager
ARINC
 
Very interesting, complete, good examples.
Project Manager
Ad Hoc Research
 
Excellent. Good examples – not too technical on analysis techniques (easy to understand).
Analyst
Kimberly-Clark
 

Seminar Summary:

In this seminar you will learn why positioning research is important to market success and the consequence of an ill-defined positioning strategy. (see full course description)

print this agenda print agenda for the Positioning Research training seminar

 view dates and locations for this seminar

 

 

 

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