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Positioning In Terms Of Advertising

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Positioning In Terms Of Advertising

Positioning In Terms Of Advertising

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  • 1. Presented By: Siddharth Shankar Nath-026
  • 2.  
  • 3.
    • Who - SERVE, consulting KIITSOM
    • What - A Consulting Service For KIITSOM
    • When - 2 nd Year Nov Of A Batch To Lifelong
    • Why - For Providing Employment For Student Not
    • Get Campus Placement
    • Where - Near KIIT School Of Management,
    • Bhubaneswar, Pune, Bangalore, Noida
    • Operating Worldwide
    • Whom - For Student OF KIITSOM Against
    • Competitor
    • How - Strategy
  • 4.
    • Serve - For Service
    • Symbols Of Golf Ball - 1. Giving job in Golf
    • Country
    • 2. Giving Worldwide
    • Placement
    • 3. Flexibility
  • 5.
    • It communicates Freedom, Self confidence, Belief of achievement, Optimistic thinking, Success by Power of Self confidence to compete against other college student.
  • 6.
    • Positioning is a science of process to create an unique image or identity or occupying a unique space in the minds of the target market for its product, brand, or organization by marketer.
    • It is the ‘relative competitive comparison’.
    • King Khan With
    • High End Product
  • 7.
    • Organization Positioning
    • Brand Positioning
    • Product Positioning
  • 8.
    • 1. Organization Positioning
    • It Defines The quality, value & differentiation of an organization by occupying a unique space in the mind of the target Market.
  • 9.
    • 2. Brand Positioning Statement
    • It is subjective in nature against others brands occupying unique place in the mind of target market.
    • The brand positioning statement is the single most important item in all of marketing tools.
    • It defines EVERYTHING about what your brand is to the consumer.
  • 10.
    • Packaging, Pricing, Distribution, Manufacturing, Sales, Marketing…, All work in integrating to each other to beat the competition.
    • Ex- Mango Frooti
    • Old Product -
    • New Product -
  • 11.
    • 3. Product Positioning
    • It Is objective in nature against others brands in the same product category occupying unique place in the mind of target market.
    • It is a strategic decision and have an impact on long-term success of a brand.
  • 12.
    • The Benz logo is a simplistic three-pointed star that represents its domination of the land, the sea, and the air. The famous three-pointed star show the ability of motors for land, air and sea-usage.
  • 13.
    • It Communicates women’s choice of men who love to drive sports car, crazy about sports car.
  • 14.
    • It communicates D.R. – it means choice of doctors
    • It’s a symbol of Dr Anji. Reddy ,
    • CMD, Dr.Reddy's Labs " The Pharma King of Hyderabad"
  • 15.
    • It communicates that it is technologically advanced.
    • “ Next Is What” means it adopts latest technology searching 24*7 advanced technology to adapt & giving a question statement that to be adopt by Samsung which latest technology.
  • 16.
    • Understand Brand’s UVP (Unique Value Proposition)
    • Understand your customers’ current perception of your brand position.
    • Determine what you want your customers’ perception of your brand to be.
    • Define and execute the changes within your organization that will meet your customers’ needs and ultimately, create the desired perception of your brand among your customers.
  • 17.
    • 1. Brand Attributes
    • Features & Benefits
    • Brand Consumers.
    • Delivers
    • 2. Consumer Expectations
    • Receive
    • Consumers Brand.
    • Expect
  • 18.
    • 3.  Competitor attributes
    • Features & Benefits
    • Other Brands in the market Consumers.
    • Offer
    • 4.  Price
    • Company’s prices vs. Competitors’ prices.
    • 5.  Consumer perceptions
    • Minds
    • Brand’s perceived   Consumer’s
    • Quality & Value
  • 19.
    • Defining the market in which the product or brand will compete (Who the relevant buyers are?)
    • Identifying the attributes that define the product 'space'
    • Collecting information from a sample of customers about their perceptions of each product on the relevant attributes
    • Determine each product's share of mind
  • 20.
    • Determine each product's current location in the
    • product space
    • Determine the target market's preferred combination
    • of attributes (referred to as an ideal vector )
    • Examine the fit between:
      • The position of your product
      • The position of the ideal vector
    • Position.
  • 21.
    • Ex of 5 Mobiles
    • Stylish & Attractive
    • Philips
    • ( Xenium X710)
    • Apple Windows
    • (HP iPAQ 914c) Samaung (F700)
    • (I Phone) Sony Ericssion (K800i)
    • Connectivity & Technology
    • Battery Backup Motorola (E 1000) Advanced
    • Nokia (N91)
    • LG
    • (GD 910)
    • Music & Picture Quality
  • 22.
    • It is important to fixing a competitive point of reference by defining customer target market & nature of competition.
    • Point of reference are 2 types.
    • 1. Point of parity
    • 2. Point of difference
  • 23.
    • 1. Points of parity
    • It means association deals not necessarily unique to brand but in reality shared with other brands
    • Those association are 2 types
    • A. Category points of parity
    • B. Competitive points of parity
  • 24.
    • A. Category points of parity
    • Association that consumer consider as
    • being necessary within a certain product
    • category.
    • It minimally in generic product level and
    • maximally in expected product level
    • Ex- Close Up gel paste
    • Customer expect freshness & good odour in
    • mouth as it is contain gel.
  • 25.
    • B. Competitive Points of parity
    • It associations attempt to discard or weaken
    • competitors point of difference association.
    • Ex-Pepsodent 12 Pack for major 12 teeth
    • Pepsodent 12 hours germ production
    • Colgate Total 12 hours germ protection
    • [Psychological intangible statement (2 in 1)]
  • 26.  
  • 27.
    • 2. Points of differences
    • It refers to strong, favourable & unique associations
    • for a brand in consumer’s perception.
    • Ex-Dettol Antibacterial Soap
  • 28.
    • Other major factor taking in to consider
    • Assessment of consumer’s perceptions of competition
    • Determining competitors position
    • Analyzing the consumer’s preferences
    • Making the positioning decision
  • 29.
    • By USP-Unique Selling Proposition
    • Ex –
    • USP –
    • By Celebrity –
    • World’s Popular “John Likon”
    • Sport star
  • 30.
    • It’s all about Mind Game deals with psychology to success or struggle in the market.
  • 31.  
  • 32.  
  • 33.