Marketing Strategy and Competitive Positioning pdf ebook

CHAPTER 8 SEGMENTATION AND POSITIONING RESEARCH 
Through the use of projective techniques during qualitative research, images can be 
uncovered that serve to show how the brand product of the company is positioned in the 
mind of the respondent. Some of the most popular techniques include the following:
● 
The brand or company as animal or person: Under this approach, respondents are asked 
to name a person or an animal that embodies their view of the product or company 
under study. Calder (1994) cites the use of the technique to uncover the image of the US 
Army among potential recruits. Respondents were asked: ‘If you were to think of the 
Army as an animal, which would it most be like?’ The answers were, in order: tiger, 
lion, bull, wolf, bear. The Army was not seen as: mule, horse, dog, squirrel, elephant or 
cow! The researchers concluded that the Army was symbolised (positioned) as strong, 
tough, aggressive, powerful and dominating. This positioning had some negative effects 
on potential recruits, who feared failure in the training/induction period. It is interesting 
to note that more recent recruitment advertising in the UK has served to stress the ‘team’ 
nature of military service – an attempt at some repositioning and understanding of those 
they are trying to connect with.
● 
Role-play: In role-playing, the respondent is asked to assume the role or behaviour 
of another person, or of an object under research. Tull and Hawkins (1993) give an 
example of research for a premium brand of Canadian whisky marketed by Schenley, 
called O.F.C. During a group discussion, a member of the group was asked to role-play 
a bottle of O.F.C. and explain his feelings. The player explained that he didn’t think 
anyone could like him as he didn’t have a real name and hence no real identity. Further 
probing and discussion resulted in the name ‘Old French Canadian’ being suggested 
(using the letters of the original name, building on the origin of the liquor in the French-
Canadian area of Quebec and on the favourable image of ‘Canadian Club’). The brand 
was relaunched with the new name, a stronger personality and a clearer positioning in 
the market.
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