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Positioning

Positioning involves developing a company's offerings and image to occupy a distinct place in the minds of customers. It defines the product's position in relation to competitors in the consumer's perceptual space. Effective positioning gives customers a value proposition and reason to buy. Market segmentation and positioning strategies such as positioning by product features, benefits, usage, users, competitors, corporate identity, brand endorsement, product class, and price-quality are interrelated tools that can be used to achieve the desired position in the market. Positioning is important due to intense competition across many product categories.

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Saurab Jain
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156 views14 pages

Positioning

Positioning involves developing a company's offerings and image to occupy a distinct place in the minds of customers. It defines the product's position in relation to competitors in the consumer's perceptual space. Effective positioning gives customers a value proposition and reason to buy. Market segmentation and positioning strategies such as positioning by product features, benefits, usage, users, competitors, corporate identity, brand endorsement, product class, and price-quality are interrelated tools that can be used to achieve the desired position in the market. Positioning is important due to intense competition across many product categories.

Uploaded by

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

By Vidushi Sharma
Definition:
• It is the act of developing the company’s
offerings and image to occupy a distinct place
in mind’s of customers.
• It is the position in the perceptual space of
the consumer’s mind that the product takes
in relation to competitor’s product.
• It helps Brand Manager in identifying the core
meaning of brand and communicate them as
unique to brand.
• End result of Positioning: it gives customer a
value proposition – a reason to buy the
product
• Positioning also involves developing and
implementing marketing strategies to
achieve the desired position in market.
• Product, price ,distribution and promotion
are the potential tools for positioning a
company and its offerings.
• Market segmentations and positioning are
interrelated
• One can select target market first and
then develop positioning or visa versa.
• Positioning is needed because of intense
competition in many product
categories(clutter)
• E.g. : Maggi – Convenience food to solve
frequent food demand for growing kids.
• Dove – Premium brand with high
moisturizer content.
• Mahindra Scorpio: hybrid positioning-
luxury car & thrill of SUV
• Indica : more space with no extra cost.
“more car per car”
• Virgin, Vodafone, Pepsi, ICICI- Jeetey raho
• Raymond “The Complete Man”
Positioning Strategies:
1. Positioning by product features / unique attributes:-
 Reference to specific features.
 Indicate product superiority.
 Telling the customers what the features mean to
them(benefits achieved).
 E.g. front loading, semi automatic washing machine,
power steering of the car.
 medimix ayurvedic soap – 24 different herbal
ingerdiant .
 J&J no tears shampoos, Lava mobile phone
 Titan raga-fashion accessory.
2. Positioning by benefits :-

 Closely related to product-feature adds.


 Product bought for their benefits, choosing a
unique benefit to position.
 Close-Up fresh breath and opposite sex appeal.
 Colgate total fights 12 oral problems.
 Anchor & Dabur babul-strong teeth.
 Car buying- economy, seed, luxury, esteem &
safety.
 Fructis shampoo- long & strong hairs.
 All clear shampoo-anti dandruff.
 Krack , itchguard
3.Positioning by usage and use time:-
 Product sold on the basis of their
consumer usage.
 Brand’s associations with a particular
usage or situation
 E.g. knorr soups- used in evening.
 Britania marie.
 After bath cream- used after bath.
 Comfort fabrics .
 Livon hair lotion.
 Milkmaid-Usage for making sweets.
4.Positioning by users :-
 Associates the product with the users or the
class of users.
 Products intended for use by a particular group.
 E.g. J&J products, amul paneer.
 Super active-health supplement for middle age.
 Women Horlicks.
 Complan.
 Sunsilk shampoo.
5. Positioning by competitors/ against competition:-
 Positioning a product in comparison to competitor’s
brand
 Reference of competitor n giving an argument in
favor of own brand.
 Looking for weak points in other brands n launching
own product against those weak points.
 Direct and indirect comparison with competitors
E.g. Thumps up v/s Pepsi and Complan v/s Horlicks
 Tata salt, tide, vim etc
6. Positioning by Corporate Identity:-
 Brand draws a direct connection with the
corporate identity (benefit of its
credentials).
 Use corporate name to label their names in
various product category. E.g. LG,
Samsung.
 In other cases, a separate brand launched
revealing corporate connection e.g. Dabur
HUL, Nestle etc.
7. Positioning by brand endorsement :-
 Successful brand is used as an endorser of
a new entry. E.g. Dabur used vatika to
promote its shampoo.
 Nestle used Maggi to promote catch-up,
pickles & soups.
 Raymond’s park Avenue endorses soaps,
after shaves, perfumes & deodorants.
8. Product class positioning:-
 Positioning brand with respect to a product
class by developing class related
association.
 E.g. Nescafe- instant coffee.
 Bru brand filter coffee.
 Cadbury bytes-sweet snacks.
9. Price-quality and positioning:-
 Some brands occupy “single economy
position” like Nirma and Hamam.
 This is low quality low price position for
price conscious customers.
 Other brands occupy a “premium position”
like Surf excel and dove.
 This is high quality high price position for
price quality conscious customers.
 Madura Garment’s – Peter England- lower
end brand and Louis Philippe at top end
 Big Bazar is Value for Money- “isse sasta
aur accha kahin nahin”
THANKS

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