Positioning- Marketing Management

417 views
258 views

Published on

it's a short ppt on Positioning for M.com, MBA BBA & B,com .

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
417
On SlideShare
0
From Embeds
0
Number of Embeds
8
Actions
Shares
0
Downloads
11
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

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.

×