Page 253 - DMGT509_RURAL MARKETING

Rural Marketing

Notes
Figure 13.1: Classic Example of Successful Positioning

2. Design the dimension or feature that most effectively the position: A position can be
communicated with a brand name, a slogan, the appearance or other features of the product,
the place where it is sold, the appearance of employees, and in many other ways. However,
some features are more effective than others. It is important to not overlook details.
According to a consultant, chairs for customers are vital in upscale retail environments
because they signal that the seller “cares”. Because the marketer has limited resources,
decisions have to be made on how best to convey the desired positioning concept.
3. Coordinate the marketing mix components to convey a consistent position: Even though
one or two dimensions may be the primary position communicators, all the elements of
the marketing mix – the product, price, promotion, and distribution – should complement
the intended position. Many product failures are the result of inconsistent positioning that
confuses consumers. For example, a compact car with a high price tag (Cadillac Cimarron),
and Tetley Instant Iced Tea (in Britain, where the people take great pride in brewing tea)
both flopped.
Over time a position may erode because of lack of attention, become less attractive to the market
as needs or tastes change, or be usurped by a competitor. Hence positions must be regularly
monitored and sometimes adjusted.

Notes In short, understanding rural-urban linkages matters because it provides the basis
for measures that can improve both urban and rural livelihoods and environments. Ignoring
them means that important opportunities will be lost, and in many cases it will also
contribute to poor and marginal people’s hardship.

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