Scribd
Upload
45 views8 pages

Positioning

This document discusses positioning in marketing management. Positioning involves designing a company's offering and image to occupy a distinctive place in the minds of the target market. It begins with the product but is more concerned with how the brand is perceived by consumers. The goal of positioning is to locate the brand in consumers' minds to maximize benefit to the firm and create customer-focused value. Determining position involves identifying the target market's frame of reference, category membership, points-of-parity shared with others, and unique points-of-difference. Positioning strategies can differentiate based on product, personnel, channels, or image. Perceptual maps visually display customer perceptions of a brand relative to competitors.

Uploaded by

khemchandkcpd
Copyright
© © All Rights Reserved
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
45 views8 pages

Positioning

This document discusses positioning in marketing management. Positioning involves designing a company's offering and image to occupy a distinctive place in the minds of the target market. It begins with the product but is more concerned with how the brand is perceived by consumers. The goal of positioning is to locate the brand in consumers' minds to maximize benefit to the firm and create customer-focused value. Determining position involves identifying the target market's frame of reference, category membership, points-of-parity shared with others, and unique points-of-difference. Positioning strategies can differentiate based on product, personnel, channels, or image. Perceptual maps visually display customer perceptions of a brand relative to competitors.

Uploaded by

khemchandkcpd
Copyright
© © All Rights Reserved
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
You are on page 1/ 8

Marketing

Management
7. Positioning

Meaning

Positioning is the act of designing the companys


offering and image to occupy a distinctive place in
the mind of the target market.
Begins with the product, but doesnt concern to
what you do to a product, rather is concerned
with what you do to the mind of the prospects.
The goal is to locate the brand in the minds of the
consumers
To maximize the potential benefit to the firm.
To Successfully create customer-focused value
propositions

Determining a Position

Identifying frame of reference

Through understanding target markets and


competition.
Identifying Category Membership: A set of
products with which a brand compares and
which function as close substitutes

Identifying Points-of-Parity (POP)

Associations that are shared with other brands.


Category POP and Competitive POP

Identifying Points-of-Difference (POD)

Attributes and benefits consumers strongly


associate with a brand. Strong, favorable and
unique brand associations.

Establishing Category Membership


Informing

and iterating the CM of the

brand
Creating awareness about CM before
the POD is placed
Three ways to establish CM
Announcing Category Benefits
Comparing to exemplary peer brands
Relying on the product descriptor

Creating PODs
Desirability

Criteria

Relevance
Distinctive
Believable
Deliverability

Criteria

Feasibility
Communicability
Sustainability

Positioning Strategies

Differentiation Strategies

Product Differentiation
Personnel Differentiation
Channel Differentiation
Image Differentiation

Communicating Positioning

Clarity
Highlighting Value Propositions
Including Product Descriptors
Identifying a tag

Perceptual / Positioning Maps

To perform a market opportunity analysis based


on target markets and competition
To identify POPs and PODs
Perceptual mapping is a graphics technique
used by marketers that attempts to visually
display the perceptions of customers or potential
customers. Typically the position of a product,
product line, brand, or company is displayed
relative to their competition.
Perceptual maps can have any number of
dimensions but the most common is two
dimensions.

You might also like