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Positioning, Perceptual Maps - Beer, Chips and Headache
Positioning, Perceptual Maps - Beer, Chips and Headache
Positioning, Perceptual Maps - Beer, Chips and Headache
Positioning, Perceptual Maps - Beer, Chips and Headache
Positioning, Perceptual Maps - Beer, Chips and Headache
Positioning, Perceptual Maps - Beer, Chips and Headache
Positioning, Perceptual Maps - Beer, Chips and Headache
Positioning, Perceptual Maps - Beer, Chips and Headache
Positioning, Perceptual Maps - Beer, Chips and Headache
Positioning, Perceptual Maps - Beer, Chips and Headache
Positioning, Perceptual Maps - Beer, Chips and Headache
Positioning, Perceptual Maps - Beer, Chips and Headache
Positioning, Perceptual Maps - Beer, Chips and Headache
Positioning, Perceptual Maps - Beer, Chips and Headache
Positioning, Perceptual Maps - Beer, Chips and Headache
Positioning, Perceptual Maps - Beer, Chips and Headache
Positioning, Perceptual Maps - Beer, Chips and Headache
Positioning, Perceptual Maps - Beer, Chips and Headache
Positioning, Perceptual Maps - Beer, Chips and Headache
Positioning, Perceptual Maps - Beer, Chips and Headache
Positioning, Perceptual Maps - Beer, Chips and Headache
Positioning, Perceptual Maps - Beer, Chips and Headache
Positioning, Perceptual Maps - Beer, Chips and Headache
Positioning, Perceptual Maps - Beer, Chips and Headache
Positioning, Perceptual Maps - Beer, Chips and Headache
Positioning, Perceptual Maps - Beer, Chips and Headache
Positioning, Perceptual Maps - Beer, Chips and Headache
Positioning, Perceptual Maps - Beer, Chips and Headache
Positioning, Perceptual Maps - Beer, Chips and Headache
Positioning, Perceptual Maps - Beer, Chips and Headache
Positioning, Perceptual Maps - Beer, Chips and Headache
Positioning, Perceptual Maps - Beer, Chips and Headache
Positioning, Perceptual Maps - Beer, Chips and Headache
Positioning, Perceptual Maps - Beer, Chips and Headache
Positioning, Perceptual Maps - Beer, Chips and Headache
Positioning, Perceptual Maps - Beer, Chips and Headache
Positioning, Perceptual Maps - Beer, Chips and Headache
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Positioning, Perceptual Maps - Beer, Chips and Headache

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Positioning, Perceptual Maps, Marketing illustrated by Beer, Doritos, Tylenol, Dominos, Tata Salt, Smart Phones

Positioning, Perceptual Maps, Marketing illustrated by Beer, Doritos, Tylenol, Dominos, Tata Salt, Smart Phones

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  • 1. POSITIONING AND PERCEPTUAL MAPS Prof. Sameer Mathur, Ph.D.
  • 2. Overview What is Positioning Factors Influencing Positioning Perceptual Maps © Sameer Mathur
  • 3. © Sameer Mathur Sameer Mathur Indian Institute of Management, Lucknow Marketing Professor 2013 – Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 Manushree Gangwar BITS Pilani Student 2010 - 2015
  • 4. Segmentation – Targeting – Positioning Segmentation • Identify Bases for Segmentation © Sameer Mathur Targeting • Measure Segment Attractiveness • Select Target Segments Positioning • Develop Marketing Mix for each target segment
  • 5. Positioning Place occupied by a product in consumers’ minds relative to competing products Implants unique benefits and differentiation in the customer mind © Sameer Mathur
  • 6. Segments © Sameer Mathur Target Segment
  • 7. © Sameer Mathur Now how should we position our product?
  • 8. Points of Parity and Points of Difference © Sameer Mathur
  • 9. Positioning Factors Identifying Possible Competitive Advantages Choosing the right Competitive Advantage Choosing a Positioning Strategy © Sameer Mathur
  • 10. Identifying Possible Competitive Advantages Differentiation can be based on: • Products • Services • Distribution © Sameer Mathur
  • 11. Choosing the right Competitive Advantage How many differences to promote? Unique selling proposition © Sameer Mathur Several benefits
  • 12. Choosing the right Competitive Advantage Which differences to promote? Important Distinctive Superior Communicable Preemptive Affordable Profitable © Sameer Mathur
  • 13. More for more © Sameer Mathur More for the same More for less The same for less Less for much less Choosing a Positioning Strategy Value propositions represent the full positioning of the brand. Possible value propositions:
  • 14. Less for Less © Sameer Mathur
  • 15. More for More © Sameer Mathur
  • 16. Positioning Statements Positioning statements summarize the company or brand positioning FOR EXAMPLE: To [target segment and need] our [brand] is [concept] that [point-of-difference] © Sameer Mathur
  • 17. Mission Statement To bring inspiration and innovation to every athlete in the world. © Sameer Mathur
  • 18. Perceptual Map Displaying or graphing the location of products or brands in the minds of consumers. © Sameer Mathur A Picture is Worth A Thousand Words!
  • 19. http://www.youtube.com/watch?v=UjHxR1lwwtc © Sameer Mathur
  • 20. © Sameer Mathur
  • 21. OTC Pain Relievers © Sameer Mathur
  • 22. © Sameer Mathur
  • 23. © Sameer Mathur 88% of Beer is drunk by 16% of consumers BEER and the 80-20 Rule
  • 24. Good Value © Sameer Mathur Heavy Popular with Men Special Occasions Dining Out Premium Popular with Women • Coors Light Pale Color Blue Collar On a Budget Full Bodied • Meister Brau Stroh’s • • • Beck’s • Heineken Old Milwaukee • Miller • • Coors • Michelob Miller Lite • Light • Old Milwaukee Light Budweiser Less Filling BEER ANYONE?
  • 25. To be the world’s favorite snack and always within arm’s reach © Sameer Mathur
  • 26. Perceptual Map for Doritos Loud Image Bland Flavor Bold Flavor © Sameer Mathur Classic Image
  • 27. Doritos – Positioning For the Bold and Daring, Doritos indulgence snacks offer extreme taste, high decibel crunch and bold flavor © Sameer Mathur
  • 28. Doritos – Value Proposition Target Market – Generation Y Benefits offered – Bold Flavor; Extreme Image Price – Inexpensive Compared to Competition © Sameer Mathur
  • 29. EXAMPLES FROM INDIAN MARKET © Sameer Mathur
  • 30. Positioning in India “Hungry Kya” (Are you hungry) © Sameer Mathur ‘Khushiyon ki Home Delivery’ (Happiness Home delivered) “Yeh Hai Rishton Ka Time” (Time for relationships and bonding) Transition from a functional fulfilment brand to an emotionally connected brand
  • 31. Positioning in India “Desh ka namak” (Salt of the nation) “Desh ka namak” positioning relates the product to the honesty and integrity of ordinary Indians and also reiterates the brand’s commitment to millions of Indians. © Sameer Mathur
  • 32. Smartphone Brands in India © Sameer Mathur Style / Design Durability Features Affordable
  • 33. Segmentation – Targeting – Positioning Segmentation • Identify Bases for Segmentation © Sameer Mathur Targeting • Measure Segment Attractiveness • Select Target Segments Positioning • Develop Marketing Mix for each target segment
  • 34. Summary What is Positioning Factors Influencing Positioning Perceptual Maps © Sameer Mathur
  • 35. Credits http://www.youtube.com/watch?v=UjHxR1lwwtc http://laconfiserieskema.files.wordpress.com/2012/12/positioning-table1. jpg?w=490&h=243 http://images.fineartamerica.com/images-medium-large/neural-network-computer-artwork- pasieka.jpg http://4.bp.blogspot.com/-bgj9m5rL-X0/UFDciMFKCoI/AAAAAAAAABs/Gh-uix2mnKA/ s1600/history_of_insight4.jpg http://www.flixya.com/files-photo/D/h/a/Dhantez-2323069.jpg http://titagartala.nic.in/images/map_world.jpg © Sameer Mathur
  • 36. Read this book “This book is the bible of Marketing” Prof. Sameer Mathur
  • 37. Over 1 Million views from more than 100 countries Prof. Sameer Mathur Top 1% most viewed Over 250 presentations on Marketing www.BuddingMarkets.com

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