The academic part of this paper discusses prevailing opinions and approaches to product positioning with a special focus on means-end theory and its significance for various aspects in the positioning process. While the means-end approach with its particular research technique and graphical representation has so far been treated as an alternative methodology to the traditional procedures, an integrated approach is elaborated as a combination of insights from means-end theory and prevalent approaches in the positioning process.
The applicability of this suggested approach is demonstrated in the empirical case study of the HEAD Snowboarding Travel Boardbag in Germany. Based on the results of a focus group discussion and a successive large scale online survey, the online market of boardbags is analyzed from a means-end perspective. Subsequently the suggested integrated positioning methodology is applied to depict untapped positioning potential and derive consumer-oriented directives to realize it through an adequate marketing mix.
Table of Contents
1 Introduction and Course of Investigation
1.1 Introduction
1.2 Course of Investigation
2 Elaboration of Terms and Concepts
2.1 Product Positioning
2.1.1 Definition
2.1.2 Aim and Success Factors
2.2 Means-End Approach
2.2.1 General Concept of Means-End Theory
2.2.2 Laddering
2.2.3 Data processing
3 Means-End Approach in the Positioning Process
3.1 Basic Process Model
3.2 Positioning Analysis
3.2.1 Market Demarcation
3.2.2 Positioning Models
3.2.2.1 Competition-Oriented Perceptual Map
3.2.2.1.1 General Concept
3.2.2.1.2 Methodology
3.2.2.2 Consumer-Oriented Preference Map
3.2.2.2.1 General Concept
3.2.2.2.2 Methodology
3.2.2.3 Positioning Models Derived from Laddering
3.2.3 Structural Positioning
3.2.4 Material Positioning
3.2.4.1 Customer Segmentation
3.2.4.2 Selecting the Positioning Target
3.2.4.3 Selecting the Point of Difference
3.3 Positioning Conception
3.4 Positioning Implementation
3.4.1 Product
3.4.2 Price
3.4.3 Place
3.4.4 Promotion
4 Case Study: HEAD Snowboarding Travel Boardbag
4.1 Background
4.2 Positioning Analysis
4.2.1 Methodology
4.2.1.1 Focus Group Discussion
4.2.1.1.1 Aim
4.2.1.1.2 Sample
4.2.1.1.3 Procedure
4.2.1.1.4 Findings and Implications for the Online Survey
4.2.1.2 Online Survey
4.2.1.2.1 Aim
4.2.1.2.2 Sample
4.2.1.2.3 Questionnaire Design
4.2.1.2.4 Laddering Data Evaluation
4.2.2 Results
4.2.2.1 Aggregate Findings
4.2.2.2 Perceptual Segments
4.2.2.3 Preference Map
4.3 Recommendations
4.3.1 Structural Positioning
4.3.2 Material Positioning
4.3.3 Positioning Conception
4.3.4 Positioning Implementation
4.3.4.1 Product
4.3.4.2 Price
4.3.4.3 Place
4.3.4.4 Promotion
4.3.4.5 Positioning Control
5 Summary and Critical Acclaim
5.1 Academic Implications
5.2 Practical Implications for HEAD Snowboarding
Research Objectives and Key Topics
The primary objective of this work is to develop an integrative positioning process that combines traditional marketing positioning approaches with the in-depth methodology of means-end theory. By applying this framework to the empirical case of the HEAD Snowboarding Travel Boardbag in Germany, the study aims to derive consumer-oriented marketing directives to establish a strong market position for the product.
- Theoretical foundations of product positioning and the means-end approach.
- Development of a logical, multi-phase positioning process model.
- Methodological application of focus group discussions and online surveys with laddering techniques.
- Segmentation of consumers based on individual perceptual orientations and motivations.
- Practical recommendations for the marketing mix (product, price, place, promotion) of the HEAD Travel Boardbag.
Excerpt from the Book
1.1 Introduction
In Germany, new products are launched almost every day (public link, 2009) resulting in an ever growing choice of increasingly similar market offerings and a flood of commercial messages. On average, urban citizens encounter 3000 to 5000 advertisements daily (Kotler et al., 2009, p. 691). Put in a nutshell, companies have to cope with an “overcommunicated society” (Ries & Trout, 1993, p. 1) in a „parity product environment“ (Hiebing & Cooper., 2003, p. 144).
Long ago, marketers realized that any competition over “real” differences in product features alone had become unwinnable (Myers, 1996, p. 168-169; Ries & Trout, 1993, p. 23). Ries & Trout (1993, e.g. p. 19-21, p. 43) point out that it does not matter so much to be best at something, but to be first - not necessarily the first to invent a new product or feature, but the first to get into the mind of the consumer. The authors quote the example of IBM: although IBM did not invent the computer, they were the first to promote their competence in this category and thus became the market leader (Ries & Trout, p. 24). This example shows that the acceptance and success of a company, brand or product heavily depends on its inherent meaning to the customer. This is what positioning is all about – creating meaning (Gengler & Reynolds, 1995/2001, p. 138).
In this paper prevailing opinions and approaches to product positioning will be discussed with a special focus on means-end theory and its significance for various aspects in the positioning process. This psychological concept has established itself in marketing theory and practice over the past three decades and is frequently referred to in the context of consumer-oriented positioning (e.g. Myers, 1996, pp. 263-282; Sternthal & Tybout, 2001, pp. 39-42; Reynolds et al., 2001b, pp. 278-282). Yet, while these references depict means-end theory and its methodology as an alternative to other techniques in positioning, this paper investigates the potential of combining the means-end approach with the prevalent traditional approaches.
Summary of Chapters
1 Introduction and Course of Investigation: Outlines the problem of market saturation and introduces the means-end approach as a tool to create consumer-oriented product meaning, followed by a roadmap for the empirical study.
2 Elaboration of Terms and Concepts: Defines product positioning and its core success factors, while establishing means-end theory and laddering as fundamental techniques for understanding consumer decision-making processes.
3 Means-End Approach in the Positioning Process: Derives an integrative positioning model by embedding means-end methodology into the four standard phases of positioning: analysis, conception, implementation, and control.
4 Case Study: HEAD Snowboarding Travel Boardbag: Applies the integrative positioning framework to the HEAD Travel Boardbag, using primary research data to segment consumers and provide actionable marketing recommendations.
5 Summary and Critical Acclaim: Recapitulates the theoretical and practical findings, emphasizes the value of the integrative approach, and identifies limitations for future academic and professional research.
Keywords
Product positioning, Means-end theory, Laddering, Consumer behavior, Marketing strategy, Perceptual map, Market segmentation, Brand positioning, Marketing mix, Consumer insights, Competitive advantage, HEAD Snowboarding, Boardbag, Qualitative research, Integrated marketing communications.
Frequently Asked Questions
What is the core focus of this research paper?
The paper focuses on enhancing traditional product positioning strategies by integrating the psychological means-end approach to gain a deeper understanding of consumer motivations and decision-making.
What are the central thematic fields addressed in the study?
The study spans the theoretical foundations of positioning, the methodological application of the laddering technique, consumer segmentation based on cognitive structures, and the implementation of these findings into the marketing mix.
What is the primary goal of the investigation?
The goal is to develop an integrative positioning process that leverages consumer insights from means-end research to derive concrete marketing strategies for the HEAD Snowboarding Travel Boardbag.
Which scientific methods were applied?
The research uses both primary qualitative and quantitative data, including a focus group discussion for exploratory research and a large-scale online survey with laddering to identify perceptual orientations.
What subjects are covered in the main part of the paper?
The main part covers the conceptualization of the positioning process (analysis, conception, implementation, and control) and a detailed empirical case study of the HEAD brand.
Which keywords best describe this study?
The study is best characterized by terms such as product positioning, means-end theory, laddering, consumer insights, marketing strategy, and brand management.
How does the means-end approach specifically benefit the HEAD Travel Boardbag?
It helps uncover that the primary motivation of specific consumer segments is centered around durability and protection (the "Conservators"), allowing HEAD to differentiate itself through a prolonged warranty rather than just price.
Why is the "Conservator" segment considered the most promising for HEAD?
The analysis revealed that this segment perceives a significant need for product protection and durability that current market offerings do not adequately satisfy, creating a strategic "hole" in the positioning space.
- Quote paper
- Dipl.-Kffr. Sabine von Possel (Author), 2010, Integrating the Means-End Approach into the Product Positioning Process Using the Example of the HEAD Snowboarding Travel Boardbag in Germany, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/177725
