Car Wash - Spring 2014 - (Page 87)

RISE TO THE TOP THE IMPORTANCE OF DIFFERENTIATION AND POSITIONING IN A COMPETITIVE MARKET BY DR. DOUG ROSS EVERYTHING IS MARKETING. Generally, people's first instincts when they hear the term 'marketing' is selling or maybe even advertising. However, marketing is a comprehensive, integrated field, and when you look at the actual functions of marketing and the applicable nature of the field, it boils down to the fact that everything is truly marketing. "Marketing is that function of the organization that can keep in constant touch with the organization's consumers, read their needs, develop 'products' that meet these needs, and build a program of communications to express the organization's purposes" as described by Kotler and Levy in the Journal of Marketing. Now two core concepts in the marketing field are that of differentiation and positioning. What would happen if we took those core concepts and applied them to your own life and career? Today we're going to do just that - first we're going to go through Differentiation & Positioning 101, examining two business cases. Then I'll take you to explore how those concepts apply to personal positioning. Finally, we will journey to what all this means for your career and what you can do to improve yourself when you walk out that door. So let's get started. Does anyone workout, run, go to the gym? Has workout gear and would go if they had the time? Even just has seen an athlete on the television? Now, what brand is the world's leading innovator in athletic footwear, apparel, equipment and accessories? What would you say? That's right, it's Nike! Nike is a global phenomena - they are considered one of the top brands in the world. And do you know what? Nike spends $2.4 billion per year on marketing. Yes, that's billion. They have actually increased their total marketing budget over the past three years. They recognize the importance of continual, strategic communication efforts in order to be a top brand. And do you know what else? They keep innovating. Their innovative spirit is driving their success. They continue to add new products to their portfolio that are of worth to their customers. As a top-performing company, Nike continues to invest in its brand and continues to add new products to its lineup. Positioning is defined as that place in the consumer's mind of your product in relation to competitors' products. Positioning is our perception of a brand, product or person. What comes to mind when you hear Mercedes-Benz? What comes to mind when you hear Ford? They are both automobile companies, but we have different perceptions about them. Nike has positioned itself very clearly as an innovator in the market. Their mission, after-all, is "to bring inspiration and innovation to every athlete in the world." Even just visiting Nike's home page will introduce you to the latest from Nike, whether it's the new Nike Tech Pack (a collection engineered to the exact specifications of championship athletes), the new Nike+ Fuelband (tracks how active you are throughout the day), or the new Nike Free Flyknit (a shoe with revolutionary second-skin fit). Nike makes SPRING 2014 | CAR WASH MAGAZINE | WWW.CARWASH.ORG | 87 http://WWW.CARWASH.ORG

Table of Contents for the Digital Edition of Car Wash - Spring 2014

Letter From the ICA
Meet the Board
By the Numbers
Overheard Online
Look Out! Self-Driving Cars Heading Your Way
On the Road, but Still Online
Finding Your Way Through the Mobile Landscape
Take a Tour
Stay Ahead of the Curve
Car Wash Industry Celebrates Centennial Milestone
ICA 2013 Annual Report
Getting to the Point of Biometrics
Fighting for Innovation
Take It From Tech: Entrepreneurial Lessons Courtesy of Google
You Don’t Have to Fail
100 Years
The Innovator’s DNA
Emerging Russian Car Wash Industry Faces Challenges
Rise to the Top
Does a Company Really Need to Innovate?
Watersavers Program Reaches Out During Drought
Blast From the Past
Download It!
Marketing Minute
Ask Champ
Index of Advertisers
Focus on the Member

Car Wash - Spring 2014