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8835909 Positioning

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Positioning

Positioning

Published in Business , Health & Medicine
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  • 1. POSITIONING The act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market The end result of positioning is the successful creation –focused value proposition ( reason for target market to buy the product )
  • 2.
    • Positioning starts with a product , it is not what you do to a product it is what you do to the mind of the prospect
  • 3. In case of well established products what does a competitor do ?
    • Strengthen it’s own current position in the consumer’s mind
    • Grab an unoccupied position
    • De-position or reposition the competition in the customer’s mind
    • Create an exclusive strategy
  • 4. How many ideas to promote
    • USP
  • 5. Positioning errors
    • Under positioning when consumers do not see clarity
    • Over-positioning too narrow image of a brand
    • Confused positioning company making too many claims or changing the brand image too frequently
    • Doubtful positioning
  • 6. Positioning possibilities
    • Attribute positioning size or no. of years
    • Benefit positioning leader in certain benefit
    • Use or application positioning
    • User positioning
    • Competitor positioning
    • Quality or price positioning
  • 7.
    • Differentiation
    • Important
    • Distinctive
    • Superior
    • Preemptive
    • Affordable
    • Profitable
  • 8.
    • Types of industries
    • Volume industry -profitability is correlated with company size and market share
    • Stalemated industry - few potential competitive advantages and each is small .profitability is unrelated to company market share
    • Fragmented industry - companies face many opportunities for differentiation but each small
    • Specialized industry - companies face many differentiation opportunities , and each differentiation can have high pay off
  • 9. Differentiation tools
    • Product
    • Service
    • Personnel
    • Channel
    • Image
  • 10. Product
    • Form
    • Features
    • Performance quality
    • Conformance quality
    • Durability
    • Reliability
    • Reparability
    • Design
  • 11. Services
    • Ordering ease
    • Delivery
    • Installation
    • Customer training
    • Maintenance and repair
  • 12. Image
    • Symbols , colours, slogans, special attributes