Product Positioning
-A market analysis tool used to enhance the attractiveness of a destination.
-This information is usually gathered in a focus group setting.
-Positioning is the natural follow through from market segmentation and visitor profiling.
-Once you generally know who is attracted to your product you need to know why in order to enhance your product’s position in the market.
-Product positioning focuses on:
-->Visitor perception through image and reputation
-->Visitor perception when compared to competitors
-->Visitor perception of the USP
-->Visitor perception of images used
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| Term | Definition |
|---|---|
Product Positioning | -A market analysis tool used to enhance the attractiveness of a destination.
-This information is usually gathered in a focus group setting.
-Positioning is the natural follow through from market segmentation and visitor profiling.
-Once you generally know who is attracted to your product you need to know why in order to enhance your product’s position in the market.
-Product positioning focuses on:
-->Visitor perception through image and reputation
-->Visitor perception when compared to competitors
-->Visitor perception of the USP
-->Visitor perception of images used
|
Visitor perception through image and reputation | -Positioning of the destination is a reflection of the perception not necessarily the reality of a destination
-Perception is created through messages & images shared, the experiences of others which contributes to the reputation of the destination
-Customers perceive a destination in different ways based on their personal experience
-Product positioning can help a destination understand how they are perceived by existing customers and potential visitors
|
Relationship of the Destination to Competitors Through Differentiation | -Product positioning allows a destination to see how it compares to its competition.
-Knowing this allows for a destination to use differentiation strategies to make their destination stand out. |
The Importance of the Unique Selling Point (USP) | -Destinations must seek to find a USP.
-A USP is something that only they can offer, something customers cannot experience anywhere else
-Some USPs are blunt, while others are more subtle.
-It is super important to make your brand unique in order to make the most of your USP.
|
Communication and presentation of clear and attractive image/position | -Destinations need to advertise in a way to make them attractive to many different groups as possible.
-Which means they need to have an advertisement that gives a positive mental imprint, for example how sports cars are related to the feeling of prestige and elegance or how Starbucks coffee is associated with quality and excellence.
-By creating these mental images, they make people become more inclined to buy things. |