Communicating and Delivering the Chosen Position

Communicating and Delivering the Chosen Position

Once it has chosen a position, the company must take strong steps to deliver and communicate the desired position to target consumers. All the company's marketing­mix efforts must support the positioning strategy. Positioning the company calls for concrete action ­ it is not just talk. If the company decides to build a position on better quality and service, it must first deliver that position. Designing the marketing mix ­ product, price, place and promotion ­ involves working out the tactical details of the positioning strategy. Thus a firm that seizes

upon a 'high­quality position' knows that it must produce high­quality products, charge a high price, distribute through high­quality dealers and advertise in high­ quality media. It must hire and train more service people, find retailers that have

a good reputation for service, and develop sales and advertising messages that broadcast its superior service. This is the only way to build a consistent and believable high­quality, high­service position.

462 • Chapter 10 Positioning

Calvin Klein Cosmetics has noticed a shift in the fragrance market. Shiseido launched a classic fragrance by Jean­Paul Gaultier, en/ant

terrible of French fashion, that broke industry rules with its punky

advertising and packaging ­ a bottle in the shape of a woman's torso encased in an aluminium can. L'Oreal responded with Eden, a new Caeharel fragrance for ecologically concerned consumers.

Calvin Klein's response is cK one, a 'shared fragrance for young consumers who, he believes, are ready to buy a scent created for both sexes'. The designer's other fragrances, Obsession, Eternity and Escape, are for women only. The positioning of cK one is radical and covers the whole marketing mix. The range will include youth­oriented products, such as massage oil. The bottles and display material are by Fabien Baron, designer of advertising campaigns for other Calvin Klein products as well as Valentino, Burberry's and Giorgio Armani. He also collaborated with Madonna in the production of her Sea! book. He says Calvin's response to the bottle was 'Boom! Yeah! Right on.' It is a frosted glass flask with aluminium top and recycled paper packaging.

The rest of the marketing mis that backs cK one is radical positioning. Prices are low ­ about 70 per cent of Obsession's ­ and it will sell in novel distribution outlets, notably Tower Records. To ensure that the multi­

million dollar launch is a success, Calvin Klein's corporation will send 12,000 gorgeous members of both sexes to stores to splash It on shoppers.­ 3

Companies often find it easier to come up with a good positioning strategy than to implement it. Establishing a position or changing one usually takes a long time. In contrast, positions that have taken years to build can quickly disappear. Once a company has built the desired position, it must take care to maintain the position through consistent performance and communication. It must closely monitor and adapt the position over time to match changes in consumer needs and competitors' strategies. This is how world leading brands Coca­Cola, Nescafe,

Snickers, BMW, Rolex, Estee Lander, Johnnie Walker and Chanel have remained pre­eminent for so long. The company should avoid abrupt changes that might confuse consumers. Coca­Cola forgot this when it introduced its disastrous new Coke, Marlboro's price cuts made the brand fall from being the most highly valued brand to out of the top ten, and Unilever's hasty introduction of the Pcrsil/Omo Power benefited Procter & Gamble. Violent changes rarely succeed ­ a product's position should evolve as it adapts to the changing market environment.