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 ?

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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 ?

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Positioning –What is it ?

Positioning is the act of designingthe Organization's Offerings& Imageto occupy a distinctive place in themind of the Target Market

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Positioning-What ?

OFFERING----Products Or ServicesIMAGE ----Perceived ValueTarget MKT ---Customers/Members

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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

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Positioning-What ?

IMAGE ----Perceived Value

Positioning is not Product.But ,What one Does to the mindOf the Prospect

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Getting Into Mind

KODAK XeroxIBM Coca -Cola

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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

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Positioning-Strategic Options

Strengthening Own Position

Grabbing Unoccupied Position

De-positioning Or Repositioning

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Strengthening The Position- Multi branding

P&G •SOAP -ivory

•DETERGENT -tide

•DISHWASHERS -cascade

•SHAMPOO -heads & shoulders

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Repositioning

Scope Listerine

MedicineBreath

The Taste YouHate Twice a Day

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Repositioning

Tylenol Aspirin

Aspirin can irritatestomach lining……trigger asthmatic..

No,

Tylenol is NotFound safer

Than Aspirin.

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Positioning-Strategic Options

Product Ladders

Campa-Cola

Thumps-Up

Pepsi

coke

Leader

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Positioning- First in Mind

KODAK-photographyIBM -computersXEROX-copiersCOKE -colaGE -electricHM -ambassadorMaruti -small car

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Positioning- ladders in your mind

coke

Pepsi

Thumps-up

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Positioning –Greater Bank

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Positioning-how many ideas

USP-unique selling PropositionNumber One on Benefits

•Best Quality•Best Performance•Best Service•Best Styling•Best Value•Lowest Price•Safest

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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

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Positioning-avoidable errors

Under Positioning -Giving vague idea

Over Positioning -believing Buyer be knowing

Confused Positioning -changing Quickly

Doubtful Positioning -Buyers may believe claims

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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

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Positioning –AMUL

Before1950

Before1970

Before1990

After1990

After2000

Threw Polson

Estb,Credibility

HiredMktg

Expert

FormedGCMMF

MilkLeaders

NDDBCompeting

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