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8835909 Positioning
8835909 Positioning
8835909 Positioning
8835909 Positioning
8835909 Positioning
8835909 Positioning
8835909 Positioning
8835909 Positioning
8835909 Positioning
8835909 Positioning
8835909 Positioning
8835909 Positioning
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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. <ul><li>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 </li></ul>
  • 3. In case of well established products what does a competitor do ? <ul><li>Strengthen it’s own current position in the consumer’s mind </li></ul><ul><li>Grab an unoccupied position </li></ul><ul><li>De-position or reposition the competition in the customer’s mind </li></ul><ul><li>Create an exclusive strategy </li></ul>
  • 4. How many ideas to promote <ul><li>USP </li></ul>
  • 5. Positioning errors <ul><li>Under positioning when consumers do not see clarity </li></ul><ul><li>Over-positioning too narrow image of a brand </li></ul><ul><li>Confused positioning company making too many claims or changing the brand image too frequently </li></ul><ul><li>Doubtful positioning </li></ul>
  • 6. Positioning possibilities <ul><li>Attribute positioning size or no. of years </li></ul><ul><li>Benefit positioning leader in certain benefit </li></ul><ul><li>Use or application positioning </li></ul><ul><li>User positioning </li></ul><ul><li>Competitor positioning </li></ul><ul><li>Quality or price positioning </li></ul>
  • 7. <ul><li>Differentiation </li></ul><ul><li>Important </li></ul><ul><li>Distinctive </li></ul><ul><li>Superior </li></ul><ul><li>Preemptive </li></ul><ul><li>Affordable </li></ul><ul><li>Profitable </li></ul>
  • 8. <ul><li>Types of industries </li></ul><ul><li>Volume industry -profitability is correlated with company size and market share </li></ul><ul><li>Stalemated industry - few potential competitive advantages and each is small .profitability is unrelated to company market share </li></ul><ul><li>Fragmented industry - companies face many opportunities for differentiation but each small </li></ul><ul><li>Specialized industry - companies face many differentiation opportunities , and each differentiation can have high pay off </li></ul>
  • 9. Differentiation tools <ul><li>Product </li></ul><ul><li>Service </li></ul><ul><li>Personnel </li></ul><ul><li>Channel </li></ul><ul><li>Image </li></ul>
  • 10. Product <ul><li>Form </li></ul><ul><li>Features </li></ul><ul><li>Performance quality </li></ul><ul><li>Conformance quality </li></ul><ul><li>Durability </li></ul><ul><li>Reliability </li></ul><ul><li>Reparability </li></ul><ul><li>Design </li></ul>
  • 11. Services <ul><li>Ordering ease </li></ul><ul><li>Delivery </li></ul><ul><li>Installation </li></ul><ul><li>Customer training </li></ul><ul><li>Maintenance and repair </li></ul>
  • 12. Image <ul><li>Symbols , colours, slogans, special attributes </li></ul>

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