• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Positioning
 

Positioning

on

  • 1,305 views

 

Statistics

Views

Total Views
1,305
Views on SlideShare
1,305
Embed Views
0

Actions

Likes
2
Downloads
56
Comments
0

0 Embeds 0

No embeds

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Positioning Positioning Presentation Transcript

    • P O S I T I O N I N G
    • POSITIONING • Is the act of designing the company’s offering and image to occupy a distinctive place in the target market’s mind. • According to Al Ries and Jack Trout, – POSITIONING STARTS WITH A PRODUCT. A PIECE OF MERCHANDISE, A SERVICE, A COMPANY, AN INSTITTUTION, OR EVEN A PERSON…BUT POSITIONING IS NOT WHAT YOU DO TO A PRODUCT. POSITIONING IS WHAT YOU DO TO THE MIND OF THE PROSPECT. THAT IS, YOU POSITION THE PRODUCT IN THE MIND OF THE PROSPECT.
    • POSITIONING Consumers are overloaded with information about products and services. They cannot reevaluate products every time they make a buying decision. To simplify the buying process, consumers organize products into categories – they “position” products, services, and companies in their minds. A product’s position is the complex set of perceptions, impressions, and feelings that consumers hold for the product compared with competing products
    • POSITIONING STRATEGIES • Attribute Positioning. A company positions itself on an attribute, such as size or number of years in existence. Example: “25 Years of Real Education” • Benefit Positioning. The product is positioned as the leader in a certain benefit. Example: “Safe kahit walang laman ang tiyan” • Use of Application Positioning. Positioning the product as best for some use or application. Example: “Isang patak linis sangkatutak”
    • POSITIONING STRATEGIES • User Positioning. Positioning the product as best for some user group. Example: “The official socks of the PBA” • Competitor Positioning. The product claims to be better in some way than a named competitor. Example: “Naiinom ba bote mo?” • Product Category Positioning. The product is positioned as the leader in a certain product category. Example: “Hari ng padala”
    • POSITIONING STRATEGIES • Quality or Price Positioning. The product is positioned as offering the best value. Example: “World’s longest life battery”
    • 4 Major Positioning Errors 1. Under positioning – Buyers have only a vague idea of the brand. 2. Over positioning – Buyers have too narrow image of the brand.
    • 4 Major Positioning Errors 3. Confused positioning – Buyers have a confused image of the brand resulting from the company’s making too many claims or changing the brand’s positioning too frequently. 4. Doubtful positioning – Buyers find it hard to believe the brand claims in view of the product’s features, price or manufacturer.
    • Good Positioning MUST be…  True / Factual  Easy to remember / keep in mind  Easy to read / pronounce  Claims are proven  Short and simple  Consistent - Joel D. Cruz -
    • Remember The easy way to get into a person’s mind is to be first. If you did not get into the mind of your prospect first, then you have a positioning problem. Build a positioning in prospect’s terms.
    • Reference: ***Marketing Management (Millennium Edition) By Philip Kotler ***Positioning by Al Ries and Jack Trout I thank you for listening …
    • Work shopWork shop The class will be divided into two groups.The class will be divided into two groups. The reporter will give one product/service toThe reporter will give one product/service to the group. You will be given 5 minutes tothe group. You will be given 5 minutes to formulate a positioning line. Apply anyformulate a positioning line. Apply any positioning strategies you want.positioning strategies you want. Good luck!Good luck!
    • Think of it…Think of it… FuneralFuneral serviceservice
    • Your 5 minutes starts now…Your 5 minutes starts now…