Marketing Positioning Strategies

Positioning Strategies,[object Object],By.,[object Object], Darrel Jeevan P D’Souza,[object Object]

A product can be positioned based on 2 main platforms,[object Object],1. The Consumer 2. The Competitor,[object Object],When the positioning is on the basis of CONSUMER, the campaigns and messages are always targeted to the consumer himself.,[object Object], When its based on Competition these campaigns are targeted towards competing with other players in the market. ,[object Object]

Types of Positioning Strategies,[object Object],By Product Attributes and Benefits. ,[object Object],By Price and Quality,[object Object],By Use and Application,[object Object],By product Class,[object Object],By Product user,[object Object],By Competitor,[object Object],By Cultural Symbols,[object Object]

1. By Product Attributes and Benefits,[object Object],Strategy consists in associating an object with a product characteristic or customer benefit.,[object Object],Examples……,[object Object],Positioned on its durability and style for its cycle.,[object Object]

2. By Price and Quality,[object Object],Certain product categories where high price is automatically associated with quality, or where low price is often considered to be synonymous with inferior quality.,[object Object],Example: ,[object Object]

3. By Use and Application,[object Object],Associating the product with a specific use.,[object Object],Example….,[object Object],Used during cold and Flu…..,[object Object]

4. By product Class,[object Object],Some brands need to compete against products of similar class.,[object Object],Example….,[object Object],Airlines companies has to compete with other modes of transport.,[object Object]

CD Players must compete with cassette Industry as well as with the I-pods and the latest Gadgets who serve similar purposes.,[object Object]

5. By product user,[object Object],Strategy of associating the product with a particular type or class of user.,[object Object],Example….,[object Object],AXE targets men Specifically the Youth.,[object Object]

6. By Competitor,[object Object],Positioning strategy consists in making consumers think that your brand is better than, or as good as the competitors,[object Object],Example….,[object Object],Nimbooz….. EkdumAsli Indian,[object Object],EkdumGharJaisa,[object Object]

7. By cultural symbols ,[object Object],Positioning strategy consist in identifying something that is very meaningful to people.,[object Object],Example….,[object Object], Maharajah of Air India has become a world figure,[object Object],It lays Emphasis on the royal Indian Comfort ,[object Object]

Marketing Positioning Strategies

Marketing Positioning Strategies

Marketing Positioning Strategies

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Marketing Positioning Strategies