Product & Brand Positioning

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Product & Brand Positioning

  1. 2. GULBARGA UNIVERSITY GULBARGA DEPATMENT OF STUDIES AND RESEARCH IN MANAGEMENT Sub: MARKETING MANAGEMENT TOPIC : Pdt & Brand Positioning Submitted by : Girish Gilda M.B.A 2 ND SEM Roll No : 59
  2. 3. Positioning ? Positioning is a technique which the marketing man has to employ with a lot of care & pre-planning . By positioning a product in a particular way, marketing man is committing the product to the particular decision & situation . It means putting the product in a predetermined orbit
  3. 4. <ul><li>Product Positioning </li></ul><ul><li>It is the act of fixing the exact locus of the product offer in the chosen market; it decides how & around what distinctive feature, the product offer has to be couched & communicated to the consumers . </li></ul><ul><li>While doing this the firm analyses the competitors positions searches its own competitive advantages & then identifies the best possible position for the product . </li></ul><ul><li>Lets us understand product positioning through certain examples . </li></ul>
  4. 5. <ul><li>Positioning of Complan : </li></ul><ul><li>It was also positioned against milk and as a health builder . Complan claimed superiority over milk . The promotion listed out the additional nutritive agents it possessed over milk and positioned it as a product superior to milk in health building . </li></ul><ul><li>Amul Milk Powder : </li></ul><ul><li>Amul Milk Powder which also positioned vis-à-vis milk , was positioned as convenient and ready substitute to milk and not as superior to milk . Amul Milk Powder the ‘milkman’ for thousands of households was not positioned as health builder either whereas complan was positioned as a health builder . </li></ul>
  5. 6. <ul><li>Positioning on Luxury , Economy , Quality , Fashion ….. ; </li></ul><ul><li>Oberoi hotel is positioned on the plank of luxury & exclusiveness , </li></ul><ul><li>Hero Honda 100cc motorbike is positioned on the plank of economy and aimed @ middle class market , </li></ul><ul><li>Surf is positioned on quality </li></ul><ul><li>Vimal fabrics are positioned on fashion for loving and well-to-do consumers , </li></ul><ul><li>Nirma is positioned on the plank of the economy & price-conscious segment . </li></ul>
  6. 7. Product Positioning <ul><li>Who -- Why -- How </li></ul><ul><li>To whom are we marketing? </li></ul><ul><li>Why should they buy it? </li></ul><ul><li>How do we best make the claim? </li></ul>
  7. 8. To Whom Are We Marketing? <ul><li>Users vs. non-users (primary vs. selective demand) </li></ul><ul><li>Target market criteria (demographic, geographic, psychographic, benefit segmentation) </li></ul><ul><li>Everybody -- no narrowing down (mass customization, Post-It notes) </li></ul><ul><li>The real issue here is commitment -- by all NPD participants and by management </li></ul>
  8. 9. Why Should They Buy It? <ul><li>This too we have been testing -- basic concept statement used for testing and for guiding technical (e.g., QFD “Whats”), and the key reason on the “How likely would you be to buy this if we marketed it?” (product use test) </li></ul><ul><li>Formatted in three ways: </li></ul><ul><ul><li>Solves major problem current products do not. </li></ul></ul><ul><ul><li>Better meet needs and preferences. </li></ul></ul><ul><ul><li>Lower price than current items. </li></ul></ul>
  9. 10. How Do We Make the Claim? <ul><li>Product positioning statement is a strategic driver --a core item -- not a list of advantages. Some new products get one short sentence -- technical items more. </li></ul><ul><li>Can be stated as one or more features (what it is). </li></ul><ul><li>Can be stated as a function (how it works). </li></ul><ul><li>Can be stated as one or more benefits (how the user gains). </li></ul><ul><li>Can be stated as a surrogate (no features, functions, benefits). </li></ul>
  10. 11. Product Positioning Options <ul><li>Position to an Attribute </li></ul><ul><li>Feature </li></ul><ul><li>Function </li></ul><ul><li>Benefit (direct or follow-on) </li></ul><ul><li>Position on a Surrogate </li></ul><ul><li>Nonpareil </li></ul><ul><li>Parentage </li></ul><ul><li>Manufacture </li></ul><ul><li>Target </li></ul><ul><li>Rank </li></ul><ul><li>Endorsement </li></ul><ul><li>Experience </li></ul><ul><li>Competitor </li></ul><ul><li>Predecessor </li></ul>Figure 17.2
  11. 12. Positioning of a Brand <ul><li>There certain brands and companies which occupy a dominant position in the consumer’s mind, on account of the distinction that the brand or company has already attained </li></ul><ul><li>For examples : I will be presenting certain world wide brands, and you can show me how loyal you are to your brand ? </li></ul>
  12. 13. What's my brand?
  13. 14. <ul><li>Instructions: </li></ul><ul><li>In groups, look at the brand logos. </li></ul><ul><li>Make a list of the brand and what they sell. </li></ul><ul><li>The team with the most correct brand and product associations wins! </li></ul>What's my brand?
  14. 19. Coca – cola Pop / Soda What's my brand? Microsoft Computer software
  15. 20. International Business Machines Computers What's my brand? General Electric Appliances Military hardware
  16. 21. Intel computer chips What's my brand? Disney Movies Entertainment
  17. 22. Nokia cell phones What's my brand? McDonalds fast food
  18. 23. Toyota Vehicles What's my brand? Marlboro cigarettes
  19. 24. Mercedes luxury vehicles What's my brand? Hewlett-Packard Printers Computers
  20. 25. Citi Bank financial services What's my brand? American Express Credit cards
  21. 26. Gillette Razors What's my brand? Cisco communications
  22. 27. BMW luxury vehicles What's my brand? Honda Cars / Vehicules
  23. 28. Ford vehicles What's my brand? Samsung Electronics
  24. 29. Sony Electronics Entertainment What's my brand? Pepsi Food / beverages
  25. 30. Nescafe Coffee What's my brand? Budweiser beer
  26. 31. Dell computer hardware What's my brand? Merill Lynch Investment Banking
  27. 32. Morgan Stanley Investment brokerage What's my brand? Oracle Database software
  28. 33. Pfizer pharmaceuticals What's my brand? J.P. Morgan Investment banking
  29. 34. Nike Shoes / clothing What's my brand? Merck drugs
  30. 35. HSBC Banking What's my brand? SAP Computer software
  31. 36. Canon cameras What's my brand? Kellogg’s cereal
  32. 37. Gap clothing / fashion What's my brand? IKEA furniture
  33. 38. Harley Davidson motorcycles What's my brand? Heinz ketchup
  34. 39. Apple Computers / Electronics What's my brand? Louis Vuitton Luxury clothing accessories
  35. 40. Nintendo computergames What's my brand? MTV Music Television
  36. 41. Volkswagen vehicles What's my brand? L’Oreal Cosmetics / Perfume
  37. 42. Xerox photocopiers What's my brand? KFC Fast food
  38. 43. Kodak cameras What's my brand? Wrigley’s chewing gum
  39. 44. Colgate toothpaste What's my brand? Pizza Hut Food and beverages
  40. 45. Gucci Luxury items What's my brand? Kleenex Kleenex
  41. 46. Avon cosmetics What's my brand? Ebay Internet shopping
  42. 47. Yahoo Internet services What's my brand? Nestle Food / confectionary
  43. 48. Adidas sports apparel What's my brand? Rolex watches
  44. 49. Porsche sports cars What's my brand? Levis Jeans
  45. 50. Smirnoff vodka What's my brand? Boeing Aerospace
  46. 51. Heineken beer What's my brand? Shell Oil and Gas
  47. 52. Nivea skin cream What's my brand? Google Internet
  48. 53. Starbucks coffee What's my brand? Moet & Chandon champagne
  49. 54. <ul><li>WHAT BRAND OF _______________________ </li></ul><ul><li>DO YOU USE / HAVE? </li></ul><ul><li>WHY THAT BRAND? </li></ul><ul><li>HOW LOYAL ARE YOU? </li></ul>
  50. 55. <ul><li>How loyal are they to their brand </li></ul><ul><li>0%________________________100% </li></ul><ul><li>Unloyal somewhat very Totally </li></ul>

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