1. Positive and negative positioning
strategies

2. Outline:
 What is positioning?
 Criteria for Successful Positioning
 Positive Positioning strategy
 5 best positioning strategies
 Negative Positioning strategy

3. What is the Product Positioning?
Product Positioning is the image that a product
produces in the mind of customers in
comparison to the competitors products and also
in comparison to other products of the same
company.

4. Criteria for Successful Positioning
 Clarity: value proposition which they are
going to serve to target customer
customers.
 Consistency: first year quality of service,
second year product performance.
 Credibility: believability and
trustworthiness
 Competitiveness: unique selling
proposition

5. McDonald’s Positioning
McDonald’s has made itself to be the family
friendly low cost restaurant in the fast food
business.
Target audience:
Kids 3-7 yrs old: Happy Meals (healthier option) with free toys and
access to kids playground;
Families: Weekend outings or meals;
Teens and students;
Sports Fans;
Coffee goers – McCafe;
Working adults;
Travelling and visiting tourists 24hr access in certain restaurants.

6. McDonald’s Positioning
Current Positioning McDonald’s positioning strategies currently focus on
 ‘ Kids’ via “Roland McDonald”, “Happy Meal” brand strategy.
 ‘ Family’ via “I’m Loving It” brand strategy.
 ‘ Teenager’ via the introduction of the McCafe.
 Health and Wellness campaign. McD’s provide nutritional facts of its
products and introduces healthy food.
Other positioning motions (aiming at peoples
perception about McD’s) include:
 Sponsoring national and international sports events (Olympics, World
Cup, Champions League etc)
 Actively participating in local/communal events
 Established the Hellenic World foundation for Children

7. 5 best positioning strategies
 Find a niche;
 Never Compete on Price;
 Become a Community Star;
 Have the best web site in your market
and make it really easy to use;
 Steal unhappy customers from your local
“Giants” by providing what they can not.

8. Bad positioning strategy
 In the early 70sVolvo introduced the 262C;
 Said that it was a sports car;
 the selling price was dramatically increased;
 was described as a SPORTS CAR, but
designed withVolvo’s legendary emphasis on
safety;
 They didn’t change the product, it was the
same car