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MARKETING MANAGEMENT
Positioning
By M.M.Killedar
Marketing Strategy
Segmentation

Targeting

Positioning
Positioning

Act of designing the company’s
offering and image to occupy
a distinctive place in the mind of
the target mar...
Value Propositions
Domino’s
A good hot pizza, delivered to your door within 30
minutes of ordering, at a moderate price.
...
Points-of-difference (PODs)
• Attributes or benefits consumers strongly
associate with a brand, positively
evaluate, and b...
Points-of-parity
(POPs)
• Associations that are not necessarily
unique to the brand but may be
shared with other brands.
BMW
Performance

Luxury
Category Membership
The products or sets of products
with which a brand competes and
which function as close substitutes....
Examples of Negatively Correlated
Attributes and Benefits
• Low-price vs. High
quality
• Taste vs. Low
calories
• Nutritio...
BURBERRY LTD.
Positioning- Marketing Management
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Positioning- Marketing Management

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Transcript of "Positioning- Marketing Management"

  1. 1. MARKETING MANAGEMENT Positioning By M.M.Killedar
  2. 2. Marketing Strategy Segmentation Targeting Positioning
  3. 3. Positioning Act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.
  4. 4. Value Propositions Domino’s A good hot pizza, delivered to your door within 30 minutes of ordering, at a moderate price. Maggi-noodles Health snack in 2 mins.
  5. 5. Points-of-difference (PODs) • Attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand.
  6. 6. Points-of-parity (POPs) • Associations that are not necessarily unique to the brand but may be shared with other brands.
  7. 7. BMW Performance Luxury
  8. 8. Category Membership The products or sets of products with which a brand competes and which function as close substitutes. Konica e-mini M
  9. 9. Examples of Negatively Correlated Attributes and Benefits • Low-price vs. High quality • Taste vs. Low calories • Nutritious vs. Good tasting • Efficacious vs. Mild • Powerful vs. Safe • Strong vs. Refined • Ubiquitous vs. Exclusive • Varied vs. Simple
  10. 10. BURBERRY LTD.
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