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Positioning 1

Positioning

Presented by

VINAYKUMAR

FARHEENKRANTHI

TEJASHWINI

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Positioning 2

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?

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Positioning 3

What is Positioning?

- It is the act of designing the companys

offering and image to occupy a distinctive

place in the target markets 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 in the market place

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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.

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Examples

Crest toothpaste

Promotes its anti-cavity protectionMercedes

Promotes its great engineering

BMWUltimate driving machine

Attribute can be single or even multiples

Positioning in the market place

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Positioning 6

Positioning- How do you differentiate your product

from competitors

- Differentiation, which is

Important

Distinctive

Superior

Not easily copied or Unique.Affordable

Profitable

Positioning in the market place

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Positioning 7

Positioning: How many ideas to

promote?Unique selling proposition vs Unique

value proposition

Developing and Communicating a

Positioning Strategy

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Positioning 8

Four major positioning errors

1. Underpositioning2. Overpositioning

3. Confused positioning

4. Doubtful positioning

Developing and Communicating a

Positioning Strategy

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Positioning 9

Positioning in the market place

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Positioning 10

Positioning in the market place

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Positioning 11

Positioning in the market place

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Positioning 12

Positioning in the market place

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Positioning 13

Right Positioning is CriticalMake or break the organization

Nestle Maggi noodles

launched in 1983

Noodles a new concept in Indianhouseholds

Two options for Nestle

1.As a dinner item

2.As a snack item

Targeted at children

Positioning in the market place

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Positioning 14

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 andreplace tradition food?

Positioning in the market place

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Positioning 15

2. As a Snack Item

Between lunch and dinner

Children play

Spend energyWant to eat something

Quick preparation and delicious

Variety of flavors

Filing

Will mothers accept this as a snack Item

Positioning in the market place

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Positioning 16

Which PositioningMaggi

- 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 Maggi noodles.

Positioning in the market place

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Positioning 17

Developing a Positioning StrategyPositioning possibilities:

Attribute positioning

Benefit positioningUse or application positioning

User positioning

Competitor positioning

Product category positioningQuality or price positioning

Which Positioning to Promote?

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Positioning 18

1. ATTRIBUTE POSITIONING

- Positioning on attribute

Size

No of years in existence

Culture

DisneylandPositioned as the largest manmade park in the world

Dove soapContains moisturizing cream

Positioning in the market place

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Positioning 19

2. BENEFIT POSITIONINGPositioned as a leader in certain benefit

McDonalds

Positioned as a family restaurant (QSCV)Honda

Economy and reliability

BMW

Ultimate driving machine

VolvoSafety and Durability.

Positioning in the market place

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Positioning 20

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 in the market place

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Positioning 21

4. USER POSITIONING

Positioning the product as best for some

user group.

Red and white cigarettesPositioned for people who are bold and brave

Give bravery awards.

Positioning in the market place

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Positioning 22

5. COMPETITOR POSITIONING

Product claims to have better

performance than competitors

Brooke Bond Taj Mahal TeaEndorsed 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 in the market place

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6. PRODUCT CATEGORY POSITIONING

Positioning as a leader in certain category.

MarutiLaunched in 1990

Only luxury car in India

Positioned as ultimate in luxury

HeroFour Stroke, fuel efficiency

Claimed as the leader in fuel efficiency

Fill it, shut it, forget it

LivonAfter hair wash oilSmooth and silky hair

Positioning in the market place

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Positioning 24

7. QUALITY OR PRICE POSITIONING

Positioning as offering the best scooters

Bajaj Lowest prices

You just cannot beat a Bajaj

Repositioned as Hamara Bajaj

Positioning in the market place

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Adding Further Differentiation

Differentiation: products feature

meaningful and valuable

differences that distinguish the

companys offering from the

competition.

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Adding Further Differentiation

Differentiation criteria:Important

Distinctive

Superior

Preemptive

Affordable

Profitable

Unique

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Positioning and Differentiation

Form

Repairability

Performance

Style

Features

Reliability

Design

Durability

Conformance

ProductDifferentiation

Tools

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Positioning and Differentiation

Miscellaneous

Services Differentiation Tools

Installation

Maintenanceand repair

Orderingease

Delivery

Customertraining

Customerconsulting

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Courtesy Reliability

Positioning and Differentiation

Personnel Differentiation Tools

Credibility Communication

Competence Responsiveness

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Positioning and Differentiation

Coverage

Expertise

Performance

Channel Differentiation Tools

Symbols

Media

Atmosphere

Events

Image Differentiation Tools

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