Positioning

3,612 views
3,323 views

Published on

positioning

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

  • Be the first to like this

No Downloads
Views
Total views
3,612
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
77
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Positioning

  1. 1. DEVELOPING AND COMMUNICATING A POSITIONING STRATEGY
  2. 2. Differences Worth Establishing Affordable Superior Profitable Preemptive Distinctive Important
  3. 3. POSITIONING
  4. 4. ACT OF DESIGNING THE COMPANY’S OFFERING AND IMAGE TO OCCUPY A DISTINCTIVE PLACE IN THE TARGET MARKET’S MIND
  5. 5. AL RIES JACK TROUT
  6. 6. <ul><li>POSITIONING STARTS WITH A PRODUCT. A PIECE OF MERCHANDISE, A SERVICE, A COMPANY, AN INSTITUTION OR EVEN A PERSON ……. BUT POSITIONING IS NOT WHAT YOU DO TO YOUR PRODUCT. POSITIONING IS WHAT YOU DO TO THE MIND OF THE PROSPECT. THAT IS YOU POSITION THE PRODUCT IN THE MIND OF THE PROSPECT </li></ul>
  7. 8. STRATEGIES FOR COMPETITORS <ul><li>STRENGTHEN ITS OWN POSITION…. </li></ul>
  8. 9. <ul><li>GRAB AN UNOCCUPIED POSITION……. </li></ul>
  9. 10. <ul><li>REPOSITION OR DEPOSITION THE COMPETITION….. </li></ul>
  10. 11. PRODUCT LADDERS
  11. 12. HOW MANY DIFFERENCES TO PROMOTE ? UNIQUE SELLING PROPOSITION (USP) ROSSER REEVES
  12. 13. <ul><li>SINGLE BENEFIT POSITIONING </li></ul><ul><li>DOUBLE BENEFIT POSITIONING </li></ul><ul><li>TRIPLE BENEFIT POSITIONING </li></ul>
  13. 14. POSITIONING ERRORS TO AVOID <ul><li>UNDERPOSITIONING </li></ul><ul><li>OVERPOSITIONING </li></ul><ul><li>CONFUSED POSITIONING </li></ul><ul><li>DOUBTFUL POSITIONING </li></ul>
  14. 15. POSITIONING STRATEGIES
  15. 16. ATTRIBUTE POSITIONING
  16. 17. BENEFIT POSITIONING
  17. 18. USE OR APPLICATION POSITIONING
  18. 19. USER POSITIONING
  19. 20. COMPETITOR POSITIONING
  20. 21. PRODUCT CATEGORY POSITIONING
  21. 22. PRICE / QUALITY POSITIONING

×