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PENTAGON SERVICE POSITIONING

Service positioning is a component of effective demand generation. The objective of service

positioning is very simple: motivatepotentialcustomers to become actualcustomers

The Positioning Pentagon

1. Service Attributes: Every product or service is positioned around something. Thatsomething could be anything from cost savings to how cool the customer will be if it usesyour cutting-edge firm. The something you choose to position around is called theservice attribute. I will define service attributes in more detail, but for now, lets simplyacknowledge that to effectively position your service offering, you must understand whatyou want to position around.

2. Competitors Positioning: To differentiate your positioning, you should understand howyour competitors is positioned. If you do not understand what your competition isfocusing on, it is very difficult to claim your positioning is differentiated.

3. Current Positioning: Very few of us are starting this positioning exercise with a brandnew startup and a blank canvas. Your company and its products already stand forsomething. What is that something?

4. Benefits: What are the benefits of the service offering you want to position? Benefitscan be much more than simply cost savings. Service benefits can include reduced risk,higher customer satisfaction, or reduced time to market.

5. Customer Validation: Even though you have defined a set of benefits your service candeliver, can you demonstrate that the benefits are actually delivered? Do your customersactually receive the benefits you promote?

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POSITIONING OF YMT COLLEGE OF MANAGEMENT IN RELATION TO

PENTAGON POSITIONING

1. Service Attributes: Provides a list of items that could be used to differentiate andposition a service offering. In YMT all the internal teaching staff as well as non-teaching staff

are very co-operative in all aspects of educational service they provide. If any student

belongs to reserved category all updates regarding governments scholarship program and

government grants were given to students and proper guidance regarding this is given to

student. A good MESS (canteen) is located within the premises of institute. A small XEROX

center is also available in the institute. A good examination committee which held exams

according to the convenience of the students.

2. Service Benefits: Due to E-cell (NEN) students can take benefits of its membership and

can start their own businesses by taking ideas from other NEN members in the near future.

Due to Proavenue softwares each and every student can share their assignments, project

report with external & internal guides on-line provided freely by the institute to the students.

3. Current Positioning: YMT is only 4 management institute in NAVI MUMBAI which has

NEN (National Entrepreneur Network) cell where young MBAs students are motivated to be

ENTREPRENEUR after their graduation. A 15 days CSR (Corporate Social Responsibility)

for students is compulsory so that students will understand the importance of corporate

responsibility towards society. As YMT is famous for its DENTAL college all over the

Maharashtra the YMT MANAGEMENT INSTITUTE is surrounded by various other institute

like NIFT, ITM, YMT DENTAL COLLEGE. Well known external faculty like Prof.Thapar,

Prof.Dr.Pandit, Prof. Rajesh Kumar, Prof. Pai act as stimulant for Ymt position inmarket.YMT is the only management institute in Navi Mumbai to have proavenue software

system, IT lab with Excel teaching classes on regular basis.

4. Competitor positioning: ITM institute of management located next to YMT is

positioned itself as global institute where students can take advantage of

management studies, hotel management studies under one roof. A C PATIL

COLLEGE OF MANAGEMENT is positioned itself as Where knowledge is wealth.

SARASWATI COLLEGE known for its engineering college is applying engineering fundas in

management studies too. PILLAI INSTITUTE OF MANAGEMENT uses its Naac A

accreditation as position tool.

5. Customer Validation: More no. of experienced external faculty are provided to students

for good exposure about subjects which are directly or indirectly related to corporates.

Students are getting placed for the summer as well as the final job by the placement

committee. Good IV (industrial visits) for the students in companies like Levis..etc. Students

are given chance to attend management seminars held in other management institutes for

good exposure.

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