the complex world of positioning a study of pop music stars
TRANSCRIPT
The Complex WorldThe Complex Worldof Positioningof Positioning
A study of pop music starsA study of pop music stars
Christina AguileraChristina Aguilera
Young, pure, modestYoung, pure, modest Mulan soundtrackMulan soundtrack Radio-friendlyRadio-friendly Target Market:Target Market:
GirlsGirls 10-1810-18
The Anti-BritneyThe Anti-Britney
Looks to create Looks to create edgier imageedgier image
Same broad target Same broad target market, but narrowing market, but narrowing in places to in places to alternative crowdalternative crowd
XtinaXtina
Dirrty videoDirrty video Duet with Lil KimDuet with Lil Kim Moulin RougeMoulin Rouge Positioned as:Positioned as:
Anti-popAnti-pop Anti-establishmentAnti-establishment Independent femaleIndependent female RebelliousRebellious
Regaining RespectabilityRegaining Respectability
Retro imageRetro image Display classiness Display classiness
and maturityand maturity Positioning as:Positioning as:
General publicGeneral public Emphasis on singingEmphasis on singing Positive role modelPositive role model
Combining ElementsCombining Elements
Maintain sex appealMaintain sex appeal Continue retro pushContinue retro push Acknowledge past Acknowledge past
and emphasize and emphasize changechange
Justin TimberlakeJustin Timberlake
Young, pure, modestYoung, pure, modest Radio-friendlyRadio-friendly Member of Member of
wholesome groupwholesome group Target MarketTarget Market
GirlsGirls 10-1810-18 WhiteWhite
Nsync – The Later YearsNsync – The Later Years
Looks to show growth Looks to show growth as artistas artist
Emphasizes song Emphasizes song writingwriting
Appearance tries to Appearance tries to show maturityshow maturity
Not just another boy Not just another boy band memberband member
Justin Goes SoloJustin Goes Solo
VMA performance VMA performance dressed similar to dressed similar to Michael JacksonMichael Jackson
Positioning as:Positioning as: R&B audienceR&B audience King of PopKing of Pop Not so wholesomeNot so wholesome
Party GuyParty Guy
Host Movie AwardsHost Movie Awards Dates celebritiesDates celebrities Makes moviesMakes movies Positioning as:Positioning as:
More than a musicianMore than a musician Cultural iconCultural icon CoolCool
MaturityMaturity No longer casual No longer casual
dressdress Working with hip-hop Working with hip-hop
producer Timbalandproducer Timbaland T.I. as guest artistT.I. as guest artist
Your Turn
• Can you think of an actor or musician who has repositioned himself/herself to appeal to a different target market?
• Can you think of a product or company that has tried to reposition itself?
Positioning by Price & QualityPositioning by Price & Quality
EconomyEconomy Line Line vs.vs. LuxuryLuxury Line Line
High Price High Price as as SymbolSymbol of of QualityQuality
Low PriceLow Price as as IndicatIndication of ion of ValueValue
Positioning by Features & BenefitsPositioning by Features & Benefits
Specific FeatureSpecific Feature or Characteristic or Characteristic
Benefit ProvidedBenefit Provided to the Customer to the CustomerConvenienceConveniencePortabilityPortability
Positioning in Relation to the CompetitionPositioning in Relation to the Competition
When a company is trying to When a company is trying to solidify solidify positionposition in relation to another company in relation to another company
Create an Create an underdogunderdog situation situation
Highlight Highlight key differenceskey differences