Marketing Positioning
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Transcript of Marketing Positioning
PARAMJIT SHARMA
PARAMJIT SHARMA
Positioning-Few Questions
Who flew solo Across North Atlantic?Who was first to land on Moon?Who was First to scale Mount Everest?What is name of Highest Mountain in the World?Which was the first small car produced in India ?
PARAMJIT SHARMA
Positioning-The Answers
FirstCharles LindberghNeil ArmstrongEdmond Hillery/ SherpaMount EverestMaruti
PARAMJIT SHARMA
Positioning-Few Questions
Who flew solo Across North Atlantic?Who was first to land on Moon?Who was First to scale Mount Everest?What is name of Highest Mountain in the World?Which was the first small car produced in India ?
Name The Second ?
PARAMJIT SHARMA
Positioning –What is it ?
Positioning is the act of designingthe Organization's Offerings& Imageto occupy a distinctive place in themind of the Target Market
PARAMJIT SHARMA
Positioning-What ?
OFFERING----Products Or ServicesIMAGE ----Perceived ValueTarget MKT ---Customers/Members
PARAMJIT SHARMA
Positioning-What ?
OFFERING----Products Or ServicesSarson Ka Saag( Markfed)Amul Pizza(Product)Atm’s(Banks)Cola Pepsi,(Coca-Cola)Car ( Maruti
Everest(Adventure)
Jagjjt Singh(Music)
Bill Clinton (Person)
Miss India( Event
PARAMJIT SHARMA
Positioning-What ?
IMAGE ----Perceived Value
Positioning is not Product.But ,What one Does to the mindOf the Prospect
PARAMJIT SHARMA
Getting Into Mind
KODAK XeroxIBM Coca -Cola
PARAMJIT SHARMA
Positioning-What ?
Target MKT ---Customers/MembersProduct Target Benefits
Price
Value
Sarson NRI’S Fe,Turnover 40% Premium Taste
ATM’S HMC Quickness 15% Prem Time
Maruti L/MIG Small 10% less Cheap
Pizza Serving Cp Home Del 10% Prem Esteem
Jagjit S MusicLove Relief CD conv
Everest Adv Sports Recognition 15% Prem Satisf
PARAMJIT SHARMA
Positioning-Strategic Options
Strengthening Own Position
Grabbing Unoccupied Position
De-positioning Or Repositioning
PARAMJIT SHARMA
Strengthening The Position- Multi branding
P&G •SOAP -ivory
•DETERGENT -tide
•DISHWASHERS -cascade
•SHAMPOO -heads & shoulders
PARAMJIT SHARMA
Repositioning
Scope Listerine
MedicineBreath
The Taste YouHate Twice a Day
PARAMJIT SHARMA
Repositioning
Tylenol Aspirin
Aspirin can irritatestomach lining……trigger asthmatic..
No,
Tylenol is NotFound safer
Than Aspirin.
PARAMJIT SHARMA
Positioning-Strategic Options
Product Ladders
Campa-Cola
Thumps-Up
Pepsi
coke
Leader
PARAMJIT SHARMA
Positioning- First in Mind
KODAK-photographyIBM -computersXEROX-copiersCOKE -colaGE -electricHM -ambassadorMaruti -small car
PARAMJIT SHARMA
Positioning- ladders in your mind
coke
Pepsi
Thumps-up
PARAMJIT SHARMA
Positioning –Greater Bank
PARAMJIT SHARMA
Positioning-how many ideas
USP-unique selling PropositionNumber One on Benefits
•Best Quality•Best Performance•Best Service•Best Styling•Best Value•Lowest Price•Safest
PARAMJIT SHARMA
Positioning-how many ideas
Double Benefit Positioning
•Best On Time Delivery•Best Installation Support•Safest and Most Durable
Triple Benefit Positioning•Aqua Fresh Tooth Paste Anti-cavity Protection Better Breath Whiter Teeth
PARAMJIT SHARMA
Positioning-avoidable errors
Under Positioning -Giving vague idea
Over Positioning -believing Buyer be knowing
Confused Positioning -changing Quickly
Doubtful Positioning -Buyers may believe claims
PARAMJIT SHARMA
Market Place
OLD ECONOMY NEW ECONOMY
•Organize By Product Units By Consumers Segments
•Focus on Profit Transactions On customer life time value•Marketing does the marketing Everyone does marketing
•Build Brand Through Adv Through Performance
•Focus on Customer Acquisition On Customer Retention •Over Promise,Under-deliver Under-deliver,Over-perform
PARAMJIT SHARMA
Communicating-all 4P’S
Car Manufacturers-Good Slamming DoorsHotels Signals High Quality By Trg.Employees
•Answer calls within 3 rings•Answer with genuine smile in voice•Extremely knowledgeable of Services
High Prices Signals Quality ProductPacking,Distribution,Adv & Promotion Helps
PARAMJIT SHARMA
Positioning –AMUL
Before1950
Before1970
Before1990
After1990
After2000
Threw Polson
Estb,Credibility
HiredMktg
Expert
FormedGCMMF
MilkLeaders
NDDBCompeting
PARAMJIT SHARMA