MISPERCEPTION OF POSITIONING
First of all there is no word like product positioning, its Positioning or Brand positioning.Positioning is what you do to the consumer mind, not to the product.
• Positioning is differentiating of the product in the mind of consumer
OR• Positioning is the
creation of the perception in the mind of consumer.
POSITIONING-• After deciding upon the target to cater to, the marketer needs
to position the product or service offering.• Positioning is the act of designing the product and service
offering of a company in the minds of the customer’s so that-1. The customer can relate the product and service offering to
a need or want.2. The marketer can create a distinctive image of himself.3. The consumer can perceive a brand’s characteristics relative
to those of competitive offerings.
IT IS THE PROCESS OF CREATING AN IMAGE OF THE PRODUCT AND SERVICE OFFERING IN THE MINDS OF THE CONSUMER.
A product or service offering is positioned on the basis of the attributes or features that the product or service
offering possesses;
EXAMPLES-1. Johnson and johnson- Baby care2. Dove- Skin care; soap with moisturizer3. Amul- The taste of india; cooperative movement4. Tata tea- Jagoo re; awareness
The marketer should choose the positioning parameters with care; they should be important and of value to the customer; distinctive, superior, affordable and viable.
Issues:
A. Choosing what to position-The criteria to promote could relate to products, services, the 4ps, company image and reputation, and the people.As a strategy , positioning can be based on:1. On perceived benefits, characteristics or image.2. On competition3. On a combination of both.
The product positing based on various bases-
Product attributes-LG golden eye :auto contrast and brightness control.
Benefits, problem solutions and basic needs-Pepsodent (decay prevention)
Close up (fresh breath)
Quality-Sony televisions for sound
Product user-Parker (amitabh bachchan), reid and taylor
(executive /lifestyle), johnson and johnson(babies)
Product usage-Burnol(as a burn skin)
Specific use-Greeting cards for every occasion
Service-Maruti service station all over
India.
Price-Subhiksa; isse sasta aur nahi?
Distribution Channel-Dell( direct selling and customization.)
Against other products (competitors)-Savlon vs dettol
In US what is the name of the safest car ANSWER is VOLVO. In consumer mind VOLVO is the perception of safety. People forget about speed, driving & luxury cars. If any company want to positioning their car so they must focus on either speed, driving or luxury.
B) How many criteria to use for positioning-
• Just one- UNIQUE SELLING PROPOSITION.• Few : other feature or attributes or benefits
C) What qualities should the criteria for positioning posses?
It should be-1. Important- value in the eyes of the segment;E.g.- sony color tv known for picture quality and sound effect.
2. Distinctive: uniqueE.g.; savlon antiseptic does not sting or burn when applied.
3. Superior: better than other available brands;E.g., cooling time for refrigerators ; helps make ice quicker
4. Communicable: the criteria should be easily communicable to the segment in a laymen's language ( less of technical description and jargons)
5. Primitive- the criteria should be such that it is not easy to copy or imitate easily.E.g.. Auto contrast of LG golden eye
6. Affordable- the criteria should be valuable but should not be so high price that is out of reach for the segment.
7. Profitable- the delivery of such value should not be at the cost of earning losses for the company. It must be valuable for both customer prospective and company prospective.
Positioning strategies-
• Two kinds of positioning strategies:1. Points of parity (POP) - category point of parity associations - competitive point of parity associations
2. Points of difference (POD)
Point of parity-
• The product or service offering is similar to that of the competitor.
• The brand association is not unique in nature; it is shared by other competitive brands;
Example- complan, Boost and Bourn vita : positioned as : all help children to grow.
Two basic forms-a) Category point of parity b) Competitive point of parity
Category point of parity-
• The product or service offering should posses these equalities in order to the qualify being a part of the product or service category.
- These are the bare minimum that all the brands should possess in order to qualify as a part of the product or service industry.
- Example- all mouthwashes contains antimicrobials; they are also minty.
Competitive point of parity-
• These are developed to fight against and balance out with the competitors points of difference.
- example-- Listerine vs scope: listerine claims to leave you fresh
after a rinse and prevents bad breath; scope claims that it does the same but in a milder way.
- Other examples-- Savlon versus dettol: savlon does not sting when applied
on wound.
HOLY BOOK
• Holy Book is the sacred book belonging to certain religious community or political groups.
List of Holy Books Hindu read
• The Vedas.• The Upanishads.• The Ramayana.• The Bhagavad
Gita.• The Puranas.
HINDU TEXT INCLUDE
Hindu text
smritishruti
Shruti + Smriti = Shastra
Positioning of Holy Books
• People Awareness.• Addition in syllabus.• Comics of Holy Books.• Celebrities.• Tours of Temple.• Theatre.
By make people aware to tell them about the benefits of Holly Books
• You will begin to mature in the things of God.
• Your faith will grow. • You will be filled with hope. • You will obtain freedom. • You will know the will of God for your life.• You will become and be known as a wise person. • You will receive power to overcome sin.
- You will find wisdom and direction. - Your mind will be washed from worldly patterns of thinking and moved into the divine mindset. - You will be filled with joy. - You will begin to learn hearing the voice of God. - You will be taught how to stay humble. - You will learn to fear the Lord. - You will become prosperous and successful in all you do.
Addition in Syllabus
• Haryana Education Minister Ram Bilas Sharma already introduced moral education as a subject for students of classes 6 to class 12, It should also be introduced at college & university level.
Comics of holy books
• As we know kids love to read comic books, so we can adopt this concept in the positioning of holy books by publishing comics of holy books.
How to Promote
• In current scenario there is a huge influence of celebrities in our society, so they can contribute to promote holly books.
Students are facing DEPRESSION-
• Depression among college students wears many faces, and in a survey conducted by the association for university and college counseling center directors, 36.4% of college students reported they experienced some level of depression in 2013.
• Depression is the number one reason students drop out of school.
Holly books may help to get rid of depression-
• Please note that in any situation, it may be difficult for you to approach a friend regarding these illnesses. Holly books can help the students to came out of these situations.
• Our guide is not a substitute for treatment, but it will help you find resources or ideas that lead to a happier and healthier college or school or life career.
Thank YouSANJEET CHHIKARAMBA 2YR
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