Performance Predictors and Market Position

Performance predictors should be used to reinforce your chosen market position. Well crafted performance predictors create evidence to support a position of quality, safety, speed, budget, or whatever your market position happens to be.

Let's look more closely at the Australian success story Bunnings Warehouse and how they have used performance predictors to reinforce their market position.

Bunnings Warehouse have been successful in 'owning' the budget position in the Australian hardware market. The performance predictors they have employed to achieve this positioning includes:

• Oversized warehouse-style stores, including concrete floors, unlined ceilings, colourbond external cladding and chalkboard signs;
• Lowest Prices Guarantee;
• Loss leaders inside the main entry of the stores; and
• 'Cheap perception' promotions using staff in TVCs and black illustration catalog drawings.

Select your market position and subsequently employ a range of performance predictors which provide evidence to prospective customers that the market position is reality.