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Posicionamento Al Ries Jack Trout O LIVRO QUE DEU ORIGEM A TODAS AS ESTRATÉGIAS DE MARKETING VOLTADAS PARA O CONSUMIDOR. O LIVRO QUE CRIOU O CONCEITO DE “POSICIONAMENTO COMPETITIVO” HOJE FUNDAMENTAL EM TODAS PRÁTICAS DE MARKETING. Posicionamento mostra através de uma abordagem prática a importância de se criar uma “posição” na mente do consumidor. “A batalha do marketing é travada dentro da mente do consumidor” Como estabelecer, com competência, "posicionamento competitivo" de seus produtos, marcas e empresa. Texto obrigatório para profissionais e estudantes de marketing, vendas e áreas correlatas. Texto obrigatório para profissionais e estudantes de marketing, vendas e áreas correlatas. "Um dos mais importantes livros de comunicação que eu já li!" — Spencer Johnson, autor de Quem Mexeu no Meu Queijo? e co-autor de O Gerente- Minuto. AL RIES é Presidente da Ries & Ries, Roswell, GA, www.ries.com. JACK TROUT é Presidente da Trout & Partners, Old Greenwich, CT, www. troutandpartners. com. Al Ries e Jack Trout são, inquestionavelmente, os estrategistas de marketing mais conhecidos do mundo. BOOKS visite nosso site www.mbooks.com.br Academia Brasileira E Marketing Posicionamento A Batalha por sua Mente AI Ries • Jack Trout M.BOOKS M. Books do Brasil Editora Ltda. Rua Jorge Americano# 61 - Alto da Lapa 05083-130 - São Paulo - SP - Telefones: (11) 3645-0409/(11) 3645-0410 Fax: (11) 3832-0335 - e-mail: [email protected] Dados de Catalogação na Publicação RIES, Al & TROUT, Jack Posicionamento: a Batalha por sua Mente 2009 - São Paulo - M. Books do Brasil Ltda. 1. Marketing 2. Estratégia 3. Administração ISBN: 978-85-7680-066-8 Do original: Positioning: The Battle for Your Mind © 2001 Original em ingles publicado por The McGraw-Hill Companies. © 2009 M.Books do Brasil Editora Ltda. Todos os direitos reservados. Proibida a reprodução total ou parcial. Os infratores serão punidos na forma da lei. Direitos exclusivos cedidos à M.Books do Brasil Editora Ltda. EDITOR: MILTON MIRA DE ASSUMPÇÃO FILHO Tradução: Eliane Fittipaldi Pereira Produção Editorial: Beatriz Simões Araújo Coordenação Gráfica: Silas Camargo Capa e Editoração: Crontec 2009 Dedicado à segunda melhor agência de publicidade do mundo. Seja ela qual for. Este livro foi selecionado, aprovado e recomendado pela ACADEMIA BRASILEIRA DE MARKETING. A ACADEMIA BRASILEIRA DE MARKETING é uma iniciativa e proprieda-de intelectual do MADLAMUNDOMARKETING, idealizada no final dos anos 1990 e institucionalizada em março de 2004. Tem como MISSÃO: identificar, selecionar e organizar as melhores práticas do MARKETING mundial e disseminá-las no ambiente empresarial brasileiro, garantindo o acesso às mesmas, muito especialmente das micros, pequenas e médias empresas, no sentido de contribuir, decisivamente, para seus sucessos e realizações na luta pela sobrevivência e crescimento. Tem como VISÃO: tornar todas as empresas brasileiras extremamente com- petitivas pela adoção e implementação das melhores práticas do MARKETING, resultando, por decorrência, no desenvolvimento econômico e social do país. Seu ENTENDIMENTO DO MARKETING: mais que uma caixa de ferramentas, é o de tratar-se de ideologia empresarial soberana e consagrada, presente nas empresas que buscam, de forma incansável e permanente, conquistar, desenvolver e preservar clientes, e crescer, sempre, e, preferencialmente, através dos próprios clientes. Agostinho Gaspar Alex Periscínoto Álvaro Coelho da Fonseca Amálía Sina Antonio Jacinto Matias Armando Ferrentini Carlos Augusto Montenegro Chíeko Aokí Cristiana Arcangeli Edson de Godoy Bueno Eduardo Souza Aranha Meio Aníbal de Lucca Francisco Alberto Madia de Souza Francisco Gracioso Gilmar Pinto Caldeira Guilherme Paulus Ivan F Zurita João De Simoni Soderini Ferracciü José Bonifácio de Oliveira Sobrinho José Estevão Cocco José Victor Oliva Lincoln Seragini Luiz Antonio Cury Galebe Luiz Carlos Burti Marcelo Cherto Marcos Henrique Nogueira Cobra Miguel Krigsner Milton Mira de Assumpção Filho Nizan Guanaes Pedro Cabral Peter Rodenbeck Regis Dubrule Viviane Senna Walter Zagari Sumário Novo prefácio ao clássico do marketing.................................................13 Introdução "Posicionamento" é o primeiro sistema de raciocínio que trata dos problemas de comunicação nesta nossa sociedade que se comunica em excesso ....................................................................................................15 Capítulo 1. O Que É Posicionamento Muitas pessoas não entendem muito bem o papel atual da comunicação nos negócios e na política. Apesar de nossa sociedade comunicar- se excessivamente, muito pouca comunicação ocorre de fato. Uma empresa tem de criar uma "posição" na mente de seu potencial cliente. Uma posição que considere não apenas os pontos fortes e fracos da própria empresa, mas também os dos concorrentes.............................................19 Capítulo 2. O Assalto à Mente Há empresas demais, produtos demais, demasiado ruído de marketing. O consumo per capita de publicidade nos Estados Unidos é de 376 dólares por ano ........................................................................................................25 Capítulo 3. Como Entrar na Mente das Pessoas A maneira mais fácil de entrar na mente de uma pessoa é ser o primeiro a chegar. Se você não consegue ser o primeiro, então deve descobrir um modo de posicionar-se em relação ao produto, ao político ou à pessoa que chegou lá em primeiro lugar......................................................................33 Para lidar com nossa sociedade supercomunicativa, as pessoas aprenderam a classificar os produtos em escadas mentais. Na área de locação de automóveis, por exemplo, a maioria coloca a Hertz no topo da escada, a Avis em segundo lugar e a National em terceiro. Antes de poder posicionar qualquer coisa, você precisa saber onde ela se encontra na escada de produtos que existe dentro da mente........................................................................................................... ........41 Capítulo 5. Daqui, Você Não Pode Chegar Lá Nenhum concorrente tem esperança de enfrentar a posição que a IBM já conquistou na área de computadores. Muitas empresas ignoraram esse princípio básico de posicionamento e sofreram as conseqüências ...............................49 Capítulo 6. O Posicionamento de um Líder Capítulo 13. Quando a Extensão da Linha Pode funcionar Há casos, entretanto, em que a extensão de linha de produtos pode ser bem- sucedida (o caso da GE, por exemplo). Uma discussão a respeito de quando utilizar o nome da empresa e quando utilizar um novo nome..................125 Capítulo 14. O Posicionamento de uma Empresa: a Xerox A Xerox possui a primeira posição entre as copiadoras. Mas para entrar na área de automação de escritórios, como a Xerox deve posicionar- se?.............135 Capítulo 15. O Posicionamento de um País: a Bélgica A resposta aos problemas de uma companhia aérea nacional como a Sabena — Belgium World Airlines — consistiu em posicionar o país, e não a companhia aérea ..............................................................................................145 Capítulo 16. O Posicionamento de uma Ilha: a Jamaica A imagem "praia e surfe" tornou-se um clichê visual para todas as ilhas do Caribe. Como criar uma posição exclusiva para uma delas? .....................151 Capítulo 23. O seu posicionamento e o de sua Carreira Você pode beneficiar-se da estratégia de posicionamento para fazer sua carreira avançar. Princípio-chave: não tente fazer tudo sozinho. Encontre um cavalo para montar............................................................................................................... .... 187 NOVO PREFÁCIO AO CLÁSSICO DO MARKETING Durante anos, todos nós da área de marketing ensinamos nossos alunos a montar um plano de marketing em torno dos "quatro Pês" — Produto, Preço, Ponto de venda e Promoção. Mas, alguns anos atrás, comecei a perceber que alguns passos importantes deveriam preceder os quatro Pês. Todo bom planejamento de marketing deve começar com o P de Pesquisa, antes que os outros quatro Pês sejam determinados. A Pesquisa revela, entre outras coisas, que os clientes diferem mui-to quanto a suas necessidades, percepções e preferências. Portanto, eles devem ser classificados em S de Segmentos. A maior parte das empresas não consegue atender a todos os seg-mentos. Uma empresa deve escolher aquele a que é capaz atender com excelência. Isso é F de Foco, Mas ainda há outro passo antes que o planejamento dos quatro Pês possa ocorrer. Há mais um P, de Posicionamento. Esse é o conceito revolucionário que Al Ries e Jack Trout apresentaram em seu livro Posicionamento, hoje um clássico. Posicionamento é uma ideia revolucionária precisamente porque atravessa os outros quatro Pês. Ele fornece informações a cada um dos quatro Pês e lhes dá consistência. Desde a série de artigos escritos a esse respeito, denominada Advertising Age (A Era da Publicidade) e publicada em 1972 pelos dois autores deste livro, a disciplina de marketing nunca mais foi a mesma. O posicionamento pode afetar o produto, A decisão consciente da Volvo de colocar dispositivos de segurança em seus produtos estabe-leceu a extraordinariamente bem-sucedida posição de "segurança" dessa marca. Nesse processo, a pequena empresa sueca tomou-se uma das mais poderosas marcas de automóveis do mundo (e exigiu um preço muito alto quando foi comprada pela Ford). O posicionamento pode afetar o preço do produto. A decisão também consciente da Hàagen-Dazs de lançar uma linha de sorvetes mais cara obteve a posição premium de sorvetes
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