P O S I T I O N I N G

POSITIONING• Is the act of designing the company’s offering

and image to occupy a distinctive place in the target market’s mind.

• According to Al Ries and Jack Trout,– POSITIONING STARTS WITH A PRODUCT. A

PIECE OF MERCHANDISE, A SERVICE, A COMPANY, AN INSTITTUTION, OR EVEN A PERSON…BUT POSITIONING IS NOT WHAT YOU DO TO A PRODUCT. POSITIONING IS WHAT YOU DO TO THE MIND OF THE PROSPECT. THAT IS, YOU POSITION THE PRODUCT IN THE MIND OF THE PROSPECT.

POSITIONING Consumers are overloaded with information

about products and services. They cannot reevaluate products every time they make a buying decision. To simplify the buying

process, consumers organize products into categories – they “position” products,

services, and companies in their minds.

A product’s position is the complex set of perceptions, impressions, and feelings that consumers hold for the product compared

with competing products

POSITIONING STRATEGIES• Attribute Positioning. A company positions itself on

an attribute, such as size or number of years in existence.

Example: “25 Years of Real Education”

• Benefit Positioning. The product is positioned as the leader in a certain benefit.

Example: “Safe kahit walang laman ang tiyan”

• Use of Application Positioning. Positioning the product as best for some use or application.

Example: “Isang patak linis sangkatutak”

POSITIONING STRATEGIES• User Positioning. Positioning the product as best for

some user group. Example: “The official socks of the PBA”

• Competitor Positioning. The product claims to be better in some way than a named competitor.

Example: “Naiinom ba bote mo?”

• Product Category Positioning. The product is positioned as the leader in a certain product category.

Example: “Hari ng padala”

POSITIONING STRATEGIES

• Quality or Price Positioning. The product is positioned as offering the best value.

Example: “World’s longest life battery”

4 Major Positioning Errors

1. Under positioning – Buyers have only a vague idea of the brand.

2. Over positioning – Buyers have too narrow image of the brand.

4 Major Positioning Errors

3. Confused positioning – Buyers have a confused image of the brand resulting from the company’s making too many claims or changing the brand’s positioning too frequently.

4. Doubtful positioning – Buyers find it hard to

believe the brand claims in view of the product’s features, price or manufacturer.

Good Positioning MUST be…

True / Factual Easy to remember / keep in mind Easy to read / pronounce Claims are proven Short and simple Consistent

- Joel D. Cruz -

Remember

The easy way to get into a person’s mind is to be first.

If you did not get into the mind of your prospect first, then you have a positioning problem.

Build a positioning in prospect’s terms.

Reference:***Marketing Management (Millennium Edition)

By Philip Kotler ***Positioning by Al Ries and Jack Trout

I thank you for listening …

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The class will be divided into two groups. The class will be divided into two groups. The reporter will give one product/service to The reporter will give one product/service to

the group. You will be given 5 minutes to the group. You will be given 5 minutes to formulate a positioning line. Apply any formulate a positioning line. Apply any

positioning strategies you want. positioning strategies you want.

Good luck! Good luck!

Think of it…Think of it…

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Your 5 minutes starts now…Your 5 minutes starts now…