{"id":24,"date":"2012-09-20T14:13:57","date_gmt":"2012-09-20T21:13:57","guid":{"rendered":"https:\/\/blogs.ubc.ca\/benlee\/?p=24"},"modified":"2013-10-11T11:38:52","modified_gmt":"2013-10-11T18:38:52","slug":"positioning-by-rices-and-jack","status":"publish","type":"post","link":"https:\/\/blogs.ubc.ca\/benlee\/2012\/09\/20\/positioning-by-rices-and-jack\/","title":{"rendered":"Positioning By Rices and Jack"},"content":{"rendered":"<p>Consumers only accept\u00a0advertisements\u00a0with prior knowledge or experience.<\/p>\n<p>1. Getting into their mind<\/p>\n<ul>\n<li>Be first<\/li>\n<li>Market leader (which increases shares)<\/li>\n<\/ul>\n<p>2. Positioning of a leader<\/p>\n<ul>\n<li>4:2:1. Firm at first place will have twice as much shares as the second firm.<\/li>\n<li>To be first in the market is more important than the firm&#8217;s ability.<\/li>\n<li>Multibrands &#8211; new brands<\/li>\n<li>Move to new markets.<\/li>\n<\/ul>\n<p>3. Positioning of a follower<\/p>\n<ul>\n<li>Claimed by: age, high price, gender, time of day, place of distribution, quantity&#8230;<\/li>\n<\/ul>\n<p>4. Repositioning the competitor<\/p>\n<ul>\n<li>List negative about the competitors<\/li>\n<\/ul>\n<p>5. The power of name<\/p>\n<ul>\n<li>Coined names<\/li>\n<li>Might be confused with other firms<\/li>\n<\/ul>\n<p>6. The No-name trap<\/p>\n<ul>\n<li>Abbreviations<\/li>\n<\/ul>\n<p>7. The Free-Ride trap<\/p>\n<ul>\n<li>Name new products based on the previous name<\/li>\n<\/ul>\n<p>8. The line extension trap (not a good idea)<\/p>\n<ul>\n<li>Products shouldn&#8217;t have similar names<\/li>\n<li>When line extension can work: 1) Low volume product 2) Crowded market 3) Small advertisement budget 4) Commodity product 5) Distribution by sales reps<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Consumers only accept\u00a0advertisements\u00a0with prior knowledge or experience. 1. Getting into their mind Be first Market leader (which increases shares) 2. Positioning of a leader 4:2:1. Firm at first place will have twice as much shares as the second firm. To be first in the market is more important than the firm&#8217;s ability. Multibrands &#8211; new [&hellip;]<\/p>\n","protected":false},"author":14683,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7187],"tags":[819828],"class_list":["post-24","post","type-post","status-publish","format-standard","hentry","category-notes","tag-comm-101-104"],"_links":{"self":[{"href":"https:\/\/blogs.ubc.ca\/benlee\/wp-json\/wp\/v2\/posts\/24","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogs.ubc.ca\/benlee\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogs.ubc.ca\/benlee\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/benlee\/wp-json\/wp\/v2\/users\/14683"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/benlee\/wp-json\/wp\/v2\/comments?post=24"}],"version-history":[{"count":4,"href":"https:\/\/blogs.ubc.ca\/benlee\/wp-json\/wp\/v2\/posts\/24\/revisions"}],"predecessor-version":[{"id":225,"href":"https:\/\/blogs.ubc.ca\/benlee\/wp-json\/wp\/v2\/posts\/24\/revisions\/225"}],"wp:attachment":[{"href":"https:\/\/blogs.ubc.ca\/benlee\/wp-json\/wp\/v2\/media?parent=24"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogs.ubc.ca\/benlee\/wp-json\/wp\/v2\/categories?post=24"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogs.ubc.ca\/benlee\/wp-json\/wp\/v2\/tags?post=24"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}