Amity Business School

Positioning, Methods of PositioningManaging Premium Products and

Brands

Amity Business SchoolDefinition

• "A product's position is how potential buyers see the product"

• The term positioning indicates the place the brand or product occupies in a given market.

Amity Business SchoolElements of Positioning

• The Product:

This is where the consumer decides how important the product is and what meaning it has and how he relates it with his need.

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• The Company

Every product comes from a company and every company has its own Image.

Better Company profile, Better the perceived value of the product.

In some cases the brand name overshadows the name of the company. Eg. Amul – GCMMF (Gujrat Co-operative Milk Marketing Federation)

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• The CompetitionProduct Positioning is done in relation to various competitive offerings.

Most of the cases a products are compared with the dominant brand in the same category.

Selecting a slot distinctly different from the competitors can avoid direct confrontation with them.

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• The ConsumerTo re-enforce, Positioning is essentially based on consumer perceptions rather than factual evaluations.

It becomes very important, to examine, what is the perceived value of the product for the consumer.

To Analyze this, we should be through with Consumer Behaviour.

Amity Business SchoolPositioning Methods

Positioning Methods for a product depends upon the nature of the product.

One Cannot position all the product in a same way.

Amity Business SchoolImpulse Goods

• Products like Chocolates, Soft drinks are generally purchased without a lot of deliberation. Here, Availability, Brand Awareness and Positioning Plays a key role. Simple slogans like “ Thanda Matlab Coca Cola”, “Kuch Meetha Ho jaye”, Utterly Butterly delicious” Works good and gives a strong brand recall during the purchase.

Amity Business SchoolDaily Use Items

• Daily use products like Soaps, Toothpaste, Shampoos, command a brand loyalty and are purchased as a habit on a regular basis.

• Here the positioning effort are aimed at promoting habitual buying of the same brand.

• The Basic aim becomes to influence the habit of the consumer.

Amity Business SchoolSpecialty Items

• Specialty Products like shoes, garments this segment of products involve deliberation as the consumers look for different combinations of Styles, Features and Price.

• The Marketer tries to highlight the products features. Tries to build emotional appeal.

Amity Business SchoolConsumer Durables

• Products like Refrigerators, Washing Machines, Television sets are the products which are not purchased frequently. The consumer gathers fair information about the product before making the purchase decision.

• Marketer tries to win the consumer by positioning the brand’s superiority over others. Mainly Known as USP.

Amity Business SchoolIndustrial Products

• Now a days, Industrial product manufacturers have also begun to position its products.

• Classification of Industrial Product:  categories of goods and services bought by organizations for use in production or in the operation of their business; classes include installation, accessories, raw materials, component parts, supplies, and services.

• Marketers mainly stresses on The quality, Features, Ingredients, productivity, Ease of Storage, handling, Technology etc to Position Industrial Products.

Amity Business SchoolExamples of Positioning

• Positioning by Specific Product Attribute and Benefits.Here the marketer associates a product with an attribute, a product feature or a consumer feature. A common approach is setting the brand apart from competitors on the basis of the specific characteristics or benefits offered.

Eg. Ariel – Cleans even the dirtiest- Micro Cleaning system in the product.

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• POSITIONING BY PRICE/ QUALITY

The positioning is done based on price and quality of the product.

Premium products are positioned like this.

Eg. Olay.

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• POSITIONING BY USE OR APPLICATION

specific image or position for a brand is to associate it with a specific use or application. 

Eg. Surf Excel hai na!

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• POSITIONING BY PRODUCT CLASS

Often the competition for a particular product comes from outside the product class.

Eg. For CD Players- Cassette Players, MP3 players, even radio are all are possible competitions.

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• POSITIONING BY PRODUCT USER

Here the persona of the product is associated with the User.

Eg. Motorola – Abhishek Bachan

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• POSITIONING BY COMPETITOR

This is similar to positioning by product class, although in this case the competition is within the same product category.

Eg. Onida TV – “Neighbour’s Envy, Owners Pride” .

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• POSITIONING BY CULTURAL SYMBOLS

the cultural symbols are used to differentiate the brands. Examples would be Humara Bajaj, MDH-Degi Mirch

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