Presentation 2service marketing

8/7/2019 Presentation 2service marketing

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MARKET POSITIONING & SERVICES

DEFINATION AND CONCEPT OF POSITIONING

POSITIONING is not what you do the product

Positioning what you do the origin of the product

CHAPTER NO 2


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Steps

selection of target market

segmenting / understand requirement of the

customer clearly

develop a strategy

for differential and positing the product


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Example :

RITZ CARLTON customer servicearound the world

Mcdonals verity of product , speed , efficiency

Jet airways Indias best air ways


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Definition:

Positing is a process of establishingand Maintaining

distinctive

place in the marketfor an organization or

its individual product offering


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THE IDENTIFICATION DESCRIBE THE MAJOR

ISSUE IN DEVELOPINGA MARKETING STRATEGY

identification of target market

customerto whom to serve

creation of a differential advantage

or competition

promote positing strategies


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ATTRIBUTES

POSITING

Malayalam Manorama No. 1 daily

Allahabad Bank-oldest bank

Example:


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BENEFIT

POSITIONING

ICICI / City bank offerfacility ATM/internet

Example


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APPLICATION

POSITIONING

SBI bank foreducational loan

Example


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USER

POSITONING

Specific target group India

destination for tourist

seeing inner peace.

Example


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COMPETITIONING

POSITIONING

INDIAN INSTITUTE OF

MANGEMENT

EXAMPLE


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CATEGORY

POSITIONING

Essel world

entertainment

Example


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QUALITY/ PRICE

POSITIONING

Taj group value formoney

Example


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VALUE CHAIN

SERVICES

Concept: Maichel Porter the

introduced the concept

competitive advantage ,creating

and sustaining superior

performance

Machinery + people +

equipment + Money


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own value chain

customer value chain

( fit to the requirement )

Implement


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Primary activity

logistics

operatinginbound

outbound

marketing

sales/service


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Manufacture / deliver

product / services Instead of activities, if interacted

well between will produce betterresults

Can be divided in to primary

support activities for profitmanagement

In order to do this the

organization need to analyses


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ServiceInfrastructure

HRD

Tech. development

Purchase


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DIFFERENTIATION Important

Distinctive

Superior

Communicable

Preemptive

Affordable

Profitable


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ROLE OF POSITIONING IN MARKTING

STRATEGY:

important aspect

improve market share

in minds of target customer


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STEPS IN DEVELOPING A

POSITIONING STRATEGY

research of the target market

competition current position / future prospect

determine the level of positioning

identification of attributes

customer base uses

price decisions

service ability

attributes

Presentation 2service marketing

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