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 MANAGEMENTMANAGEMENT

PRODUCT POSITIONING&

DIFFERENTIATTION

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Product positioning is influencing how consumersperceive a brand’s characteristics relative to thoseof competitive offerings

WHAT IS PRODUCT

POSITIONING ?

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What's the goal of product positioning ?

 

Types of product positioning ?

Specific Positioning Competitive Positioning Psychological Positioning

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Defining the market in which the product orbrand will compete (who the relevant buyers

are) Identifying the attributes (also called dimensions)

that define the product 'space' Collecting information from a sample of 

customers about their perceptions of each

product on the relevant attributes Determine each product's share of mind Determine each product's current location in the

product space Determine the target market's preferred

combination of attributes (referred to as anideal vector )

Examine the fit between:  The position of your product  The position of the ideal vector

Position.

PRODUCT POSITIONING PROCESS

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Single-Benefit Positioning is usually Best

 Best quality

Lowest priceBest value

Most reliable

Helps to gain “positioning intensity”

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People tend to remember # 1. But, what if you are #2 or # 3 ?

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If you are not # 1Strengthen current positionGrab an unoccupied positionDeposition or reposition the competition

Achieve the largest size within a segmentExclusive club strategy

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PRODUCT Positioning using Perceptual Maps

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Product Position Statement

For [target end user]

Who wants/needs [compelling reason to buy]

The [product name] is a [product category]

That provides [key benefit].

Unlike [main competitor],

The [product name] [key differentiation]

Good examples of positioning statements identify the target customers, their problem,your value proposition, and key competitors

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QUALITYUALITY

LOVE

PREMIUM

IGNORANCE RESPECT

ROVER 

HONDA

 NISSAN

SMART

SKODA

FORD

OPEL

BMW

AUDI

PORSCHE

MERCEDE

S

ALPHA

ROMEO

JAGUAR 

SAAB

VOLVO

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  A n k i t 

 S a h a 

A r p i t a  P

 a t e l 

Ro l l  no  15 

   R  o   l   l 

  n  o    3   0

  THANK YOU !

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Product differentiation is the process

of manipulating the marketing mix soas to position a product in a manner that allows consumers to perceivemeaningful differences between abrand and its competitors

PRODUCT DIFFERENTIATION

 

    P    R   O

    D    U   C    T

 

    D    I    F    F    E    R    E    N

    T    I   A    T    I   O    N

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THREE ELEMENTS OF PRODUCTTHREE ELEMENTS OF PRODUCTDIFFERENTIATIONDIFFERENTIATION

CONVENIENCE

CUSTOMIZATION

COST RECOVERY

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QUESTION ?QUESTION ?

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Process of creating favorable relative position:

(1) Identification of target market (2) Determination of needs, wants, preferences and

benefits desired (3) Examination of competitors’ characteristics and

positioning (4) Comparison of product offerings with competitors (5) Identification of unique position (6) Development of a marketing program (7) Continual reassessment

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