BMI 3C1 GRADE 11 MARKETING, GOODS, SERVICES, EVENTS

CHAPTER 6: POSITIONING AND BRANDING

Canadian Marketing Profile: ALDO (P.204-205)1. What is Aldo Shoes’ target market, and how does the company use its marketing strategies to position itself in that market?_____________________________________________________________________________

________________________________________________________________________ 2. What was the company’s innovative plan for positioning itself in the US market?_____________________________________________________________________________

________________________________________________________________________ 3. Describe Aldo’s value-added approach to customer service._____________________________________________________________________________

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6.1 What is Positioning?A position is…_______________________________________________________________

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Positioning allows people to…_____________________________________________________________________________

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BMI 3C1 GRADE 11 MARKETING, GOODS, SERVICES, EVENTS

CHAPTER 6: POSITIONING AND BRANDINGMarketers position… _____________________________________________________________________________

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State the “Top-of-the-Mind” brands for the following:Product Brand Product Brand

Sport Shoe Pop

Headphones Cell phones

Backpacks Fast Food Restaurant

Jeans Car

Coffee Shop Computer

Chips Chocolate Bar

6.2 Types of Positioning

Types Description & Examples

1. B .Positioning

2. T .

BMI 3C1 GRADE 11 MARKETING, GOODS, SERVICES, EVENTS

CHAPTER 6: POSITIONING AND BRANDING

Positioning

3. P .Positioning

4. D .Positioning

5. S .Positioning

Indicate which type of positioning related to each slogan:

Type of Positioning related to each slogan:

BMI 3C1 GRADE 11 MARKETING, GOODS, SERVICES, EVENTS

CHAPTER 6: POSITIONING AND BRANDINGType of Positioning

M&M’s "Melts in Your Mouth, Not in Your Hands"

McDonald's: "I'm Lovin' It"

Disney: “The happiest Place on Earth”

Pepsi: “Taste of a new generation’

Fisher Price: “Play. Laugh. Grow”

Jaguar: “Don’t Dream IT! Drive IT!”

FitBit: “Find Your Fit”

BMI 3C1 GRADE 11 MARKETING, GOODS, SERVICES, EVENTS

CHAPTER 6: POSITIONING AND BRANDING

Please complete your glossary of terms for Chapter 6: Positioning And Branding, using the following list of terms and example for each:

1. product differentiation2. brand3. commodities4. corporate-dominant5. product-dominant6. logo7. slogan8. license9. co-branding10. leveraging11. packaged goods12. proprietary design

13. a) What is co-branding?

b) What benefits can co-branding offer a business?

14. Identify three strategies a business might choose when branding for an international market.

15. When branding for international markets,

a) What branding strategy will a centralized organization most likely use?

b) What branding strategy will a decentralized organization most likely use?

16. Identify three sound expansion strategies for a business that wanted to market its brand internationally on a limited basis.

BMI 3C1 GRADE 11 MARKETING, GOODS, SERVICES, EVENTS

CHAPTER 6: POSITIONING AND BRANDING17. Identify the three levels of marketing that involve packaging of products.

18. Identify five reasons that businesses use packaging

Chapter 6: Positioning & Branding Name: _________________________