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    Positioning

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    Jeff Lacasandile
    The document discusses the concept of positioning, which is designing a company's offering and image to occupy a distinctive place in customers' minds. It covers different positioning strategies such as attribute, benefit, use, user, competitor, and product category positioning. The document also discusses differentiating a product through meaningful differences and criteria like importance, distinctiveness, superiority, and affordability.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    Positioning

    Uploaded by

    Jeff Lacasandile
    49 views32 pages
    The document discusses the concept of positioning, which is designing a company's offering and image to occupy a distinctive place in customers' minds. It covers different positioning strategies such as attribute, benefit, use, user, competitor, and product category positioning. The document also discusses differentiating a product through meaningful differences and criteria like importance, distinctiveness, superiority, and affordability.

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    The document discusses the concept of positioning, which is designing a company's offering and image to occupy a distinctive place in customers' minds. It covers different positioning strategies such as attribute, benefit, use, user, competitor, and product category positioning. The document also discusses differentiating a product through meaningful differences and criteria like importance, distinctiveness, superiority, and affordability.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    49 views32 pages

    Positioning

    Uploaded by

    Jeff Lacasandile
    The document discusses the concept of positioning, which is designing a company's offering and image to occupy a distinctive place in customers' minds. It covers different positioning strategies such as attribute, benefit, use, user, competitor, and product category positioning. The document also discusses differentiating a product through meaningful differences and criteria like importance, distinctiveness, superiority, and affordability.

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    © All Rights Reserved
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    You are on page 1of 32

    Positioning

    Positioning 1
    Positioning in the market place

    At the end of this module the learning


    outcomes are
    1. What is positioning?
    2. What are the pitfalls in
    positioning?
    3. What are the different positioning
    strategies that are available?

    Positioning 2
    Positioning in the market place

    Suggesting Readings
    Marketing Management by Philip Kotler, 10th
    edition chapter 10 .

    Positioning 3
    Positioning in the market place
    What is Positioning?
    - It is the act of designing the company’s
    offering and image to occupy a distinctive
    place in the target market’s mind.
    -Positioning is not what you do to the
    - product
    Positioning is what you do to the mind of
    - the prospect
    -Customer does the Positioning
    A product may have many distinctions. Which
    are most important to the customers?

    Positioning 4
    Positioning and Differentiation

    Positioning statements:
    To (target group and need) our (brand) is
    (concept) that (point-of-difference)
    Example: To young, active soft-drink consumers
    who have little time for sleep, Mountain Dew is the
    soft drink that gives you more energy than any
    other brand because it has the highest level of
    caffeine.

    Positioning 5
    Positioning in the market place

    Examples
    Crest toothpaste
    Promotes its anti-cavity protection
    Mercedes
    Promotes its great engineering
    BMW
    Ultimate driving machine
    Attribute can be single or even multiples
    Positioning 6
    Perceptual Map

    Positioning 7
    Positioning in the market place

    Positioning
    - How do you differentiate your product
    from competitors
    - Differentiation, which is
     Important
     Distinctive
     Superior
     Not easily copied or Unique.
     Affordable
     Profitable

    Positioning 8
    Developing and Communicating a
    Positioning Strategy
    Positioning: How many ideas to
    promote?
    Unique selling proposition vs Unique
    value proposition

    Positioning 9
    Developing and Communicating a
    Positioning Strategy

    Four major positioning errors


    1. Underpositioning
    2. Overpositioning
    3. Confused positioning
    4. Doubtful positioning

    Positioning 10
    Positioning in the market place

    What to avoid
    1. Under positioning
    Seen as just another entry in a
    crowded market
    Pepsi introduces its clear crystal Pepsi
    1993
    Customer not impressed
    “Clarity” not seen as an important
    benefit
    Positioning 11
    Positioning in the market place

    2. Over positioning
    - Narrow image of the brand
    - Trying to widen
    - Customer do not accept
    - this
    Maruti Balenothink Maruti can make
    Customers
    cars up to 5 lacs
     Not higher end
     Image issue
     Poor sales

    Positioning 12
    Positioning in the market place

    3. Confused Positioning
    Company making too many claims
    Milkmaid
    Started as Tea Whitener
    Did not click
    As a topping on pudding
    Did not click
    Finally clicked as base for
    dessert

    Positioning 13
    Positioning in the market place

    4. Doubtful Positioning
    Find it to difficult believe in what company claims

    Maruti 1000
    - Launches in ’89
    - Positioned as ‘ultimate in luxury’
    - Only luxury car
    - Launch of Esteem in ’94
    - More luxurious than Maruti 1000
    - Is it now ‘Ultimate in luxury
    - Sales dipped
    - Customer confused
    - Repositioned as
    ‘Affordable luxury’

    Positioning 14
    Positioning in the market place
    Right Positioning is Critical
    Make or break the organization

    Nestle Maggi noodles

    launched in 1983
    Noodles a new concept in Indian
    households
    Two options for Nestle
    1.As a dinner item
    2.As a snack item
    Targeted at children
    Positioning 15
    Positioning in the market place

    1. As a Lunch or Dinner
    Housewives / Mothers take decisions
    Noodles as lunch or dinner item
    Replacing current lunch items
    Housewives want to serve children
    ‘nutritious’ food
    Would noodles provide nutrition and
    replace tradition food?

    Positioning 16
    Positioning in the market place

    2. As a ‘Snack Item ‘
    Between lunch and dinner
    Children play
    Spend energy
    Want to eat something
    Quick preparation and
    delicious Variety of flavors
    Filing
    Will mothers accept this as a
    ‘snack Item’
    Positioning 17
    Positioning in the market place
    Which Positioning – Maggi
    - Which Positioning platform is
    acceptable
    -Careful study of mothers and
    children behavior
    -Nestle found that as a snack item
    would be more acceptable
    -Sales picked up
    -As a lunch / dinner would have been
    disaster.
    Right positioning was critical for the
    success of Mag g i n oodles.
    Po sitio nin g 18
    Developing a Positioning
    Strategy
    Positioning possibilities:
    Attribute positioning
    Benefit positioning
    Use or application positioning
    User positioning
    Competitor positioning
    Product category positioning
    Quality or price positioning
    Which Positioning to
    Promote? Positioning 19
    Positioning in the market place
    1. ATTRIBUTE POSITIONING
    - Positioning on attribute
     Size
     No of years in existence
     Culture

    Disneyland
    Positioned as the largest manmade park in the world
    Dove soap
    Contains moisturizing cream

    Positioning 20
    Positioning in the market place

    2. BENEFIT POSITIONING
    Positioned as a leader in certain benefit

    McDonald’s
    Positioned as a family restaurant (QSCV)
    Honda
    Economy and reliability
    BMW
    Ultimate driving machine
    Volvo
    Safety and Durability.

    Positioning 21
    Positioning in the market place

    3. USE / APPLICATION POSITIONING.


    Positioning for some use or application
    Nestle ‘Maggi Noodles’
    – Positioned as a snack item
    – Between meals
    – Fast to cook, good to eat

    Nestle Milkmaid
    – Positioned as a base for dessert preparation.

    Positioning 22
    Positioning in the market place

    4. USER POSITIONING
    Positioning the product as best for some
    user group.

    ‘Red and white’ cigarettes


    Positioned for people who are bold and brave
    Give ‘bravery’ awards.

    Positioning 23
    Positioning in the market place

    5. COMPETITOR POSITIONING
    Product claims to have better
    performance than competitors
    Brooke Bond Taj Mahal Tea
    Endorsed by Zakir Hussain
    “If you find a better tea than Taj Mahal, then Zakir
    Hussain will stop playing Tabla.
    Directly or indirectly refer competitors.

    Positioning 24
    Positioning in the market place

    6. PRODUCT CATEGORY POSITIONING


    Positioning as a leader in certain category.
    Maruti 1000
    Launched in 1990 Only luxury
    car in India
    Positioned as ‘ultimate in
    luxury’
    Hero Honda
    Four Stroke, fuel efficiency
    Claimed as the leader in fuel efficiency Fill it,
    shut it, forget it
    Livon
    After hair wash oil Smooth
    and silky hair

    Positioning 25
    Positioning in the market place

    7. QUALITY OR PRICE POSITIONING


    Positioning as offering the best scooters

    Bajaj Scooters
    – Lowest prices
    – You just cannot beat a Bajaj
    – Repositioned as ‘Hamara Bajaj’

    Positioning 26
    Adding Further Differentiation
    Differentiation: products feature
    meaningful and valuable
    differences that distinguish the
    company’s offering from the
    competition.

    Positioning 27
    Adding Further Differentiation

    Differentiation criteria:
    Important
    Distinctive
    Superior
    Preemptive
    Affordable
    Profitable
    Unique

    Positioning 28
    Positioning and Differentiation

    Performance Conformance

    Features Product Design


    Differentiation
    Form Tools Style

    Reliability Durability
    Repairability
    Positioning 29
    Positioning and Differentiation

    Services Differentiation Tools

    Ordering Customer
    ease consulting
    Maintenance Customer
    and repair training

    Installation Delivery

    Miscellaneous

    Positioning 30
    Positioning and Differentiation

    Personnel Differentiation Tools

    Competence Responsiveness

    Credibility Communication

    Courtesy Reliability

    Positioning 31
    Positioning and Differentiation
    Channel Differentiation Tools

    Coverage
    Performance
    Expertise
    Image Differentiation Tools

    Symbols Atmosphere
    Media Events
    Positioning 32

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