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Positioning Research
Course Outline and Schedule
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----- First Day -----
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08:30 AM - 08:45 AM Introduction of Participants
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08:45 AM - 10:15 AM Session I
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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.
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10:15 AM - 10:30 AM Coffee Break
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10:30 AM - 12:00 PM Session II
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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.
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12:00 PM - 01:00 PM Lunch Break
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01:00 PM - 02:30 PM Session III
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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.
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02:30 PM - 02:45 PM Coffee Break
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02:45 PM - 04:30 PM Session IV
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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.
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04:30 PM - 04:45 PM Concluding Remarks
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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.
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"Excellent. Covered a lot of ground very clearly."
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Managing Director, Burson-Marsteller
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"Comprehensive overview of analytic techniques without getting lost in the math. Good review of principles of positioning."
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Sr. Marketing Consultant, Eli Lilly
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"Very helpful concepts. (Content) really good."
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Assistant Brand Manager, Florida Power & Light
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"Excellent. Very good information to keep as reference and really knowing what is going on."
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Senior Director, Burger King Corporation
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"Very favorable. Very good – covered everything I needed."
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Sr. Analyst, Consumer Research, Giant Food Stores
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"Valuable concepts, easy to digest, good models, methods."
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Manager, ARINC
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"Very interesting, complete, good examples."
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Project Manager, Ad Hoc Research
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"Excellent. Good examples – not too technical on analysis techniques (easy to understand)."
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Analyst, Kimberly-Clark
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