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ompet t ve erent at on

Communicating Positioning Strategy

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sage

User

Product Benefit

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product.

Clear st nct

Attractive

Position in the minds of target customers

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Good positioning answers 3

u

What is the set of needs that product

fulfills?

those needs?

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Positioning Ries and Trout(1982)

prospect. That is you position the product in

the mind of the prospect.

Well known products holds a distinctive position in

.

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mind not against it

o e: e ea ng s ne; t s t e or g na co a

Coke: Always Coca-Cola may not be fine as half the

market is Pepsi

Many positioning ideas are founded on how company estimates

Avis: We are No.2. We try harder

e mp e: o vo r ve a e y

Positioning is long term. Do not be driven by the stock market

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Developing and Communicating

a os on ng ra egy

Basis of Positionin :

Attribute positioning

Benefit positioning

Use or application positioning User positioning

Competitor positioning

Quality or price positioning

Which Positioning to Promote?

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os on ng s ra eg es

Positioning by attribute Functional value..

Liril uses Freshness

Ingredient.

Promise with clove oil / Close-up with Gel ..

VIP Luggage with 360 wheelers

Packaging.

BrandedFruit Juices/Frooti in Six layer packaging/Tetra pack

ro uc es gn Kinetic Honda with self-start ignition

Quality/Technology.

Cross Pens offer lifelong warranty

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Lintas on Positioning

Since positioning represents the slot the brand occupies in the consumers mind,The best way to define a particular positioning slot is to use 3 or 4 words.

The lifelong plywood Kitply

The fun shoe polish Cherry Blossom

The freshness soap Liril

The health soap

The gentle soap

e uoy

Pears

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1. Determine Tar et Market

Laptop for the business professional

2. Determine category membership of the brand

under consideration

Hewlett Packard is a sophisticated business laptop

3. Identify the competition Sony, Toshiba, DELL

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-.

HPs manufacturing quality is no way.

decades of manufacturing electronic

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HP has the required organization to make the servicedeliverable and the required technology to offer avalue for money product

Communicability- s pro ucts are not nown as very expens ve

Sustainable

- as e requ re o con nue ma ng s a e-oart upgrades

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5. Establish the Points of Difference if any to take a

eren a e pos on. no ex s s en e ran a es a

head on position or a me-too position HP has an excellent service network in India as compared to

Toshiba. HP is not as expensive as Sony

Write out the Positionin Statement

To the young urban professionals (target market) our product HP system with all the necessary features of a state-Of-art

us ness compu er an s o ere as a va ue or money ap opwith Excellent service backup.

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meaningful and valued differences to

competitor offerings

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Product Personnel

Channel Image

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Features

Design

Durability

Delivery

Reparability Customer training

Maintenance

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Ordering ease-Amazon. COM, Dell

Delivery-Dominos Pizza-Fastest ande a e

Financial Arrangement-MUL-8 Companies

Installation, customer training customerconsultin and maintenance and re air

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Competence, courtesy, credibility, reliability,res onsiveness and communication.

British Airways-Knows job responsibility of

customer satisfaction McDonalds- Courteous Service

Sin a ore Airlines- Hire committed and well

trained individuals

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Trained personnel should exhibit the following

- Competence Repair engineers of process plants

- -

- Credibility Premium hospital doctors

- Responsiveness and Communication Beauty Consultants

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- Coverage HUL- Ex ertise Avon

- Performance - Caterpillar

Ima eDifferentiate Logo, colors, slogans, events and

sponsorships

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How many differences to

promote?

features) to promote?

proposition for each brand and stick to.

Lux soap: cleanses, deodorizes,moisturizes

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Over positioning-Buyers have narrow range of .

firm initially promotes brand as a premium

brand. For Example: Tanishq Perceived to be very high priced, but offers

jewelry that suits every budget also.

Under positioning: (not positioning stronglyenough) Products should be positioned withpowerful ideas.

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claims in view of product features, price or.

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Changing consumers

perceptions of a brand

in relation to

competing brands.

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Product Positioning and

epos t on ng

MUL decided to Launch more spacious

comfortably sit 6 passengers. It should

lu a e s ace and should run on etrol Product Positioning: Initial Questions

positioned?

A Multi purpose van?

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If ositioned with car it would be com etin with

than existing brands like Ambassador and Fiatalong with Maruti-800.

(Competition from Matador and Tampo)

that are considered important and customerlooks for in a van to be analyzed

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price and passenger space were most.

Maruti Omni High Space Low Price

Major Competing brands were more

spacious, though higher priced, Companyhad to take a fresh look at positioning.

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.

customers were using it as a family car., ,

company can reposition it as a family car.

os t on ng eme ost spac ous am ycar at the lowest price

Value proposition was justified by productattributes

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Case to be Discussed Next

Week

Targeting the creative Class

Cielo-A Car in trouble