Summary: International Positioning

Read the summary and the most important questions on International positioning

• 1 Two primary elements that shape a product's positioning in the global marketplace

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• What is product positioning about?

  It summarizes the attitudes and beliefs of consumers toward a brand.

  A product's, company's or brand position consists of the general perceptions the public has about it relative to the competition.

  How the marketing team instills the assumption in consumers that they will indeed be satisfied. 

  Marketing mix and strategic decision making are used

• The international marketing context

  Markets: price/promotion/product/place

  Context; culture/language/political and legal systems/economic systems/infrastructure

• 2 The main approaches to international product positioning

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• What involves product positioning?

  Creating a perception in the consumer's mind regarding the nature of a company and its products relative to competitors. Positioning plays a vital role in international marketing by helping a brand stand out among domestic and international competitors.

  Summarizes consumer opinions regarding the specific features of the product. 

  States the goal that marketers have in mind. 

• What is the positioning statement?

  A one-or two-sentence summary of a company's positioning strategy. It serves as the basis of the positioning process.

  It focuses on the key benefits the product provides to consumers.

• 3 Product position as an asset in international marketing effort

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• What involves product positioning at its core?

  Changing or creating attitudes.

  Establishing differentiation involves one goal of positioning.

• Where does differentiation result from?

  Differentiation results from emphasizing a unique benefit or component of a product that separates it from competitors. Can be associated with the actual product, or it may be part of an organization's image. May develop from perceptions of the product or in terms of support services. 

• What is the difference between STP and differentiation?

  - STP programs seek to identify target market segments cotaining a homogenous group of members.  Each segment is unique and unlike other segments. The product will be positioned within that target market in terms of various benefits or attributes. Some competitors might share some. 

  
  

  - Differentiation notes the specific benefit or attribute that makes the product unique when compared to competitors. This differentiation typically applies across various target markets. When performed correctly, marketers establish a point of difference and value proposition that applies to all market segments, including global target markets. 

• What has the attempt to undertake product position in common with many other international marketing efforts?

  The process is largely the same as in domestic markets. Additional differences arise in response to other factors. The influence of changes in technology, country of origin issues, regulations plus packaging and labeling complications all affect international product positioning programs

• What is the influence of changes in technology?

  - Strongly influenced by the development of new technologies. Improve a nation's infrastructure. 

  - Marketing messages transmitted into one country will be seen in others. 

  - Consistency has become a key element in successful international product and brand positioning. The positioning statement help maintain consistency.

  
  

  Conflicting positioning approaches in various countries would likely damage the brand of any company seeking to make in-roads into these markets

  
  

  Less developed economies suffer from the digital divide, or the gap in technology that limits the ability of countries and regions to develop

  
  

• What is consumer reluctance?

  Consumers may also be reluctant to try new product and technologies

  
  

  In contrast other consumers in other countries take some products for granted. -> targeting a more sophisticated set of consumers with higher incomes and educational attainments, and positioning the product accordingly.