Lever selection process
Objective Positioning Current relationship phase
Lever
Segment Targeting
Principles for marketspace matrix design
Which lever should be used?
-chose levers that can effect change
-determine which levers have the most leverage
-consider barriers to advancement
-consider the medium’s effect on desired behavior
-level of involvement matters
-understand customer learning trends
-credibility of the channel matters
-the choice of levers must be consistent with positioning choice
-the medium can be the message – or the product
-matrix design must be adaptive