The Complex WorldThe Complex Worldof Positioningof Positioning

A study of pop music starsA study of pop music stars

The Mickey Mouse ClubThe Mickey Mouse Club

Christina AguileraChristina Aguilera

Young, pure, modestYoung, pure, modest Mulan soundtrackMulan soundtrack Radio-friendlyRadio-friendly Target Market:Target Market:

GirlsGirls 10-1810-18

The Anti-BritneyThe Anti-Britney

Looks to create Looks to create edgier imageedgier image

Same broad target Same broad target market, but narrowing market, but narrowing in places to in places to alternative crowdalternative crowd

XtinaXtina

Dirrty videoDirrty video Duet with Lil KimDuet with Lil Kim Moulin RougeMoulin Rouge Positioned as:Positioned as:

Anti-popAnti-pop Anti-establishmentAnti-establishment Independent femaleIndependent female RebelliousRebellious

Regaining RespectabilityRegaining Respectability

Retro imageRetro image Display classiness Display classiness

and maturityand maturity Positioning as:Positioning as:

General publicGeneral public Emphasis on singingEmphasis on singing Positive role modelPositive role model

Combining ElementsCombining Elements

Maintain sex appealMaintain sex appeal Continue retro pushContinue retro push Acknowledge past Acknowledge past

and emphasize and emphasize changechange

Justin TimberlakeJustin Timberlake

Young, pure, modestYoung, pure, modest Radio-friendlyRadio-friendly Member of Member of

wholesome groupwholesome group Target MarketTarget Market

GirlsGirls 10-1810-18 WhiteWhite

Nsync – The Later YearsNsync – The Later Years

Looks to show growth Looks to show growth as artistas artist

Emphasizes song Emphasizes song writingwriting

Appearance tries to Appearance tries to show maturityshow maturity

Not just another boy Not just another boy band memberband member

Justin Goes SoloJustin Goes Solo

VMA performance VMA performance dressed similar to dressed similar to Michael JacksonMichael Jackson

Positioning as:Positioning as: R&B audienceR&B audience King of PopKing of Pop Not so wholesomeNot so wholesome

Party GuyParty Guy

Host Movie AwardsHost Movie Awards Dates celebritiesDates celebrities Makes moviesMakes movies Positioning as:Positioning as:

More than a musicianMore than a musician Cultural iconCultural icon CoolCool

MaturityMaturity No longer casual No longer casual

dressdress Working with hip-hop Working with hip-hop

producer Timbalandproducer Timbaland T.I. as guest artistT.I. as guest artist

Your Turn

• Can you think of an actor or musician who has repositioned himself/herself to appeal to a different target market?

• Can you think of a product or company that has tried to reposition itself?

Positioning by Price & QualityPositioning by Price & Quality

EconomyEconomy Line Line vs.vs. LuxuryLuxury Line Line

High Price High Price as as SymbolSymbol of of QualityQuality

Low PriceLow Price as as IndicatIndication of ion of ValueValue

Positioning by Features & BenefitsPositioning by Features & Benefits

Specific FeatureSpecific Feature or Characteristic or Characteristic

Benefit ProvidedBenefit Provided to the Customer to the CustomerConvenienceConveniencePortabilityPortability

Positioning in Relation to the CompetitionPositioning in Relation to the Competition

When a company is trying to When a company is trying to solidify solidify positionposition in relation to another company in relation to another company

Create an Create an underdogunderdog situation situation

Highlight Highlight key differenceskey differences

Positioning in Relation toPositioning in Relation toOther Products in A LineOther Products in A Line

Build offBuild off of of established productestablished product

Highlight Highlight new featurenew feature or modification or modification