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Lec On 16th July-Positioning

Positioning involves differentiating a company's offerings in the mind of the prospect through meaningful differences compared to competitors. Differentiation can occur through product features, quality, packaging, services like ordering, delivery and installation, personnel competence and skills, distribution channels, brand image, management and events. Effective positioning is important, distinctive, superior, preemptive, affordable and profitable while avoiding under positioning, over positioning, confused or doubtful positioning.

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43 views11 pages

Lec On 16th July-Positioning

Positioning involves differentiating a company's offerings in the mind of the prospect through meaningful differences compared to competitors. Differentiation can occur through product features, quality, packaging, services like ordering, delivery and installation, personnel competence and skills, distribution channels, brand image, management and events. Effective positioning is important, distinctive, superior, preemptive, affordable and profitable while avoiding under positioning, over positioning, confused or doubtful positioning.

Uploaded by

shashankkapur22
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Positioning:

Positioning is not what you do to


a product,Positioning is what you
do to the mind of the Prospect.

Differentiation: To design
Meaningful differences to distinguish
The company’s offering from
competitors’ offerings.
Product Differentiation:
• Form • Design

• Features
• Size of Package

• Product Quality
• Durability
• Ease of Reparability
Service Differentiation:
• Ordering ease
• Delivery

• Installation
Service Differentiation
(Cont.):
• Guaranty/Warranty
• Financial
Arrangements

• Customer Training
• After sales service
Personnel Differentiation:
• Competence, Courteous, Credibility,
Responsiveness, Reliability &
Communication skills.
Channel
Differentiation:
• Direct sales

• Wide presence
Image Differentiation:

• Logos/Symbols • Company’s
Management
Image Differentiation (Cont.):

• Atmosphere
• Events

• Media
Positioning should be:

• Important
• Distinctive
• Superior
• Preemptive
• Affordable
• Profitable
Positioning Pit Falls:

• Under positioning
• Over positioning
• Confused Positioning
• Doubtful Positioning

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