Positioning involves designing a company's products, services, and image to occupy a distinctive place in customers' minds compared to competitors. Developing a strong positioning strategy is important to differentiate a brand and establish what it uniquely offers customers. Positioning strategies may focus on specific attributes, benefits, target users, product categories, or competitor comparisons to communicate a brand's value proposition to customers. Communicating positioning through advertising is important in consumer markets, while personal selling, promotions, and advertising can convey positioning in industrial markets.
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Positioning involves designing a company's products, services, and image to occupy a distinctive place in customers' minds compared to competitors. Developing a strong positioning strategy is important to differentiate a brand and establish what it uniquely offers customers. Positioning strategies may focus on specific attributes, benefits, target users, product categories, or competitor comparisons to communicate a brand's value proposition to customers. Communicating positioning through advertising is important in consumer markets, while personal selling, promotions, and advertising can convey positioning in industrial markets.
Positioning involves designing a company's products, services, and image to occupy a distinctive place in customers' minds compared to competitors. Developing a strong positioning strategy is important to differentiate a brand and establish what it uniquely offers customers. Positioning strategies may focus on specific attributes, benefits, target users, product categories, or competitor comparisons to communicate a brand's value proposition to customers. Communicating positioning through advertising is important in consumer markets, while personal selling, promotions, and advertising can convey positioning in industrial markets.
Copyright:
Attribution Non-Commercial (BY-NC)
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Download as PPTX, PDF, TXT or read online from Scribd
Positioning involves designing a company's products, services, and image to occupy a distinctive place in customers' minds compared to competitors. Developing a strong positioning strategy is important to differentiate a brand and establish what it uniquely offers customers. Positioning strategies may focus on specific attributes, benefits, target users, product categories, or competitor comparisons to communicate a brand's value proposition to customers. Communicating positioning through advertising is important in consumer markets, while personal selling, promotions, and advertising can convey positioning in industrial markets.
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Positioning Strategies
What is Positioning? Positioning is the act of designing the companys offering and image to occupy a distinctive place in the mind of the target market.
Developing a Positioning Strategy Positioning is the result of differentiation decisions. It is the act of designing the company's offering and identity (that will create a planned image) so that they occupy a meaningful and distinct competitive position in the target customer's minds. While positioning a Brand ,the firm has to reckon competitors Especially the leaders positioning .Example
XEROX with photocopying ,COLGATE with toothpaste ,CADBURY with chocolates ..these have created a dominant position in market and any new competitor has to relate themselves in some way with the market leader . While a company can create many differences, each difference created has a cost as well as consumer benefit. A difference is worth establishing when the benefit exceeds the cost. More generally, a difference is worth establishing to the extent that it satisfies the following criteria.
Positioning of Caf Coffee Day
CCD VS BARISTA CCD BARISTA CCD Differentiated BARISTA is the brand by positioned as a crafting a unique premium coffee position in the retail outlet for young consumers the upwardly mind. mobile executives.
Value Propositions BRAND, PRODUCT, & COMPANY TARGET CUSTOMERS BENEFITS
CUSTOMER FOCUSED VALUE PROPOSITION
Scorpio, SUV, Mahindra & Mahindra
Lifestyle-Oriented Consumers
luxury & comfort
A vehicle that provides the luxury and comfort of a car, and the adventure and thrills of an SUV (sport utility vehicle-light trucks).
Domino's, Pizza
Convenience-minded pizza lovers
A good hot pizza, delivered to your door Delivery, Speed, & good within 30 minutes of quality ordering, at a moderate price.
Defining Associations Points-of-difference (PODs) Attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand. The brand must demonstrate clear superiority. Points-of-parity (POPs) Associations that are not necessarily unique to the brand but may be shared with other brands. There is a zone or range of tolerance or acceptance.
EXAMPLES POD APPLE (DESIGN) NIKE (PERFORMANCE) LEXUS (QUALITY)
POP VS POD VISA (MOST WIDELY AVAILABLE CARD) VERSUS AMERICAN EXPRESS (PRESTIGE)
CHOOSING POPs AND PODs
POPs:Category Points Of Parity Competitive Points Of Parity PODs:Desirability Delivery Capability
POPs CATEGORY POINT OF PARITY COMPETITIVE POINTS OF PARITY
They represent necessary but not sufficient-conditions for brand choice. Example - Travel Agency
These are the associations designed to negate competitors POD. Example Dettol & Savlon
Conveying Category Membership
Announcing category benefits
Comparing to exemplars
Relying on the product descriptor
Consumer Desirability Criteria for PODs
Relevance
Distinctiveness
Believability
Deliverability Criteria for PODs
Feasibility
Communicability
Sustainability
How many differences to promote?
Many marketers advocate promoting only one benefit in the market (Your market offering may have many differentiators, actually should have many differentiators in product, service, personnel, channel, and image). Kotler mentions that double benefit promotion may be necessary, if some more firms claim to be best on the same attribute. Kotler gives the example of Volvo, which says and "safest" and "durable". . Four major positioning errors 1. Under positioning 2. Over positioning 3. Confused positioning
4. Doubtful positioning
: Market only has a vague idea of the product. FLYING CARS : Only a narrow group of customers identify with the product. APPLES I-PAD : Buyers have a confused image of the product as it claims too many benefits or it changes the claim too often. CHINESE PRODUCTS : Buyers find it difficult to believe the brands claims in view of the products features, price, or manufacturer. KARBONN MOBILES OR LAVA.
Different positioning strategies or themes
1. Attribute positioning: The message highlights one or two of the
attributes of the product. 2. Benefit positioning: The message highlights one or two of the benefits to the customer. 3. Use/application positioning: Claim the product as best for some application. 4. User positioning: Claim the product as best for a group of users. Children, women, working women etc. 5. Competitor positioning: Claim that the product is better than a competitor. 6. Product category positioning: Claim as the best in a product category Ex: Mutual fund ranks Lipper. 7. Quality/Price positioning: Claim best value for price
Communicating the Companys Positioning
In consumer markets positioning strategy is mainly communicated through ADVERTISING. In industrial markets the communication of positioning strategy can be done through personal selling ,sales promotion and advertising . The implementation of the total quality management is important for a company so that all the activities like submission of quotations, sales presentations, negotiations, packing, dispatch, installations and after sales service display a superior quality in comparison to that of the competitors. The industrial marketer should find out customers perceptions through an independent marketing research agency before deciding on the positioning strategy
