“ A name, term, sign, symbol,design, or a combination of them,intended to identify the goods orservices of one seller or group ofsellers and to differentiate themfrom those of competitors.”- American Marketing Association
IDENTIFICATION OF THESOURCE OR THE MAKER OFTHE PRODUCT.
VALUABLE FUNCTIONSFOR FIRMS.
TO SECURE A COMPETITIVE ADVANTAGE.
BETTER EARNING AND PROFIT PERFORMANCE.
PHYSICAL GOOD SERVICES A STORE A PERSON A PLACE AN ORGANIZATION AN IDEA
A PERSON( SHAHRUKH KHAN, AMIR KHAN) AN IDEA (FAMILY PLANNING, BLOOD DONATION) AN ORGANIZATION( BRILA GROUP, UNICEF etc.)
IF WE’RE GOING TOLEARN POSITIONING ITIS NECESSARY TO KNOWABOUT TWO MARKETGURUS……
Rule of thumb: when we talk about competitor the new term comes in- DIFFERENTIATION
Positioning is… VS
Take an example of mobile phone…. RELIABLE STYLISH BUSINESS HI-TECH CLASS
BUSINESS CLASS BLACKBERRY
The easy way to get in to a person’s mind is to be first. Example : xerox, maggi, The Hindu Newspaper
The basic approach is not to create something new or different, but manipulate what’s already in the mind of consumer… Example: fair & lovely
I wish to marry to a handsome man keY inSighT…
Conventional logic says you find concept inside product. “Not true”Its about looking inside the prospect’s mind
sprite You won’t find an uncola idea in It inside cola drinker’s head