字幕表 動画を再生する 英語字幕をプリント in addition segmenting and targeting, another key concept his how are you going to position your product in consumers' minds? and so when we talk about positioning a product -- product positioning -- we are not talking about where the product is on store shelves or where it is available for purchase. when we talk about positioning, we're talking about how what image the product holds in consumers' minds. and some common positioning strategies might be to position your product based value -- that the benefits they get the exceed price. another common positioning strategy would be based on quality and here we have to be able to specifically tell what makes are product better another positioning strategy might be service or price or a variety product attributes. let's look at what we call creating a perceptual map to illustrate this concept of positioning. we are in the beverage market. you've already done some research in the previous assignment about the bottled water industry. but say you're wanting to see if there's a market need out there for a beverage and one of the things you're wanting to consider is whether there's more opportunity for healthy or unhappy beverage targeted to children or adults. so on this particular example let's look at some beverages and see where they would fit. from looking at these attributes -- whether it's a child's average or adult beverage or a healthy beverage or an unhealthy beverage -- let's create a perceptual maps for some beverage. what about water all water? it is a relatively healthy average for both children and adults. it might skew a little bit more toward adults -- and again i'm not an expert in this industry -- this is where water is located on the perceptual map to show where it is positioned in consumers' minds. what about white milk? milk is concerned relatively healthy. milk is probably drunk more frequently by children than adults. so we're gonna position it right here on this perceptual map. what about chocolate milk? would that skew a little bit more toward a children's beverage and because it's chocolate be a little bit more unhealthy? maybe it would be positioned here. what aboaut soda pop or soft drink? they would probably be more of a unhealthy beverage that's probably used fairly equally between children and adults perhaps. so i'm going to position it here. i am doing this without marketing research. what about coffee? coffee is probably what? an adult beverage seen as relatively unhealthy. tea? -- oops, i skipped ahead -- let's look at te. tea might be considered a little bit more healthy because of all the anti-oxidant green tea things that we hear. I get skipped past juice which is probably consumed more by children than adults -- especially apple juice or something like that -- probably considered somewhat healthier than chocolate milk -- i'm not exactly sure on that one. but here in you can see a perceptual map that shows the position of various products in the minds of consumers. and this is might identify areas for product growth. for example it seems to me like we need more healthy beverages for adults. so I hope this has illustrated clearly to you the market interpretation concepts of segmenting, targeting and positioning.