The document discusses positioning and provides examples. It states that positioning involves differentiating a product in consumers' minds rather than the product itself. Positioning creates a perception in consumers' minds by relating a product to needs/wants and creating a distinctive brand image compared to competitors. A product is positioned based on attributes that convey benefits to consumers. Examples of positioning parameters include Johnson & Johnson focusing on baby care and Dove focusing on skin care. The document also discusses choosing positioning criteria, strategies like points of parity and difference, and issues around positioning a product.

1. MISPERCEPTION OF
POSITIONING
First of all there is no
word like product
positioning, its
Positioning or Brand
positioning.
Positioning is what you
do to the consumer
mind, not to the
product.

2. • Positioning is
differentiating of the
product in the mind of
consumer
OR
• Positioning is the
creation of the
perception in the mind
of consumer.

3. POSITIONING-
• After deciding upon the target to cater to, the marketer needs
to position the product or service offering.
• Positioning is the act of designing the product and service
offering of a company in the minds of the customer’s so that-
1. The customer can relate the product and service offering to
a need or want.
2. The marketer can create a distinctive image of himself.
3. The consumer can perceive a brand’s characteristics relative
to those of competitive offerings.
IT IS THE PROCESS OF CREATING AN IMAGE OF THE PRODUCT
AND SERVICE OFFERING IN THE MINDS OF THE CONSUMER.

4. A product or service offering is positioned on the basis
of the attributes or features that the product or service
offering possesses;
EXAMPLES-
1. Johnson and johnson- Baby care
2. Dove- Skin care; soap with moisturizer
3. Amul- The taste of india; cooperative movement
4. Tata tea- Jagoo re; awareness
The marketer should choose the positioning
parameters with care; they should be important
and of value to the customer; distinctive, superior,
affordable and viable.

5. Issues:
A. Choosing what to position-
The criteria to promote could relate to products,
services, the 4ps, company image and reputation,
and the people.
As a strategy , positioning can be based on:
1. On perceived benefits, characteristics or image.
2. On competition
3. On a combination of both.

6. The product positing based on various
bases-

11. In US what is the name of the safest car
ANSWER is VOLVO.
In consumer mind VOLVO is the
perception of safety. People forget about
speed, driving & luxury cars.
If any company want to positioning their
car so they must focus on either speed,
driving or luxury.

12. B) How many criteria to use for
positioning-
• Just one- UNIQUE SELLING PROPOSITION.
• Few : other feature or attributes or benefits

13. C) What qualities should the criteria
for positioning posses?
It should be-
1. Important- value in the eyes of the segment;
E.g.- sony color tv known for picture quality and sound effect.
2. Distinctive: unique
E.g.; savlon antiseptic does not sting or burn when applied.
3. Superior: better than other available brands;
E.g., cooling time for refrigerators ; helps make ice quicker
4. Communicable: the criteria should be easily communicable to the
segment in a laymen's language ( less of technical description and
jargons)

14. 5. Primitive- the criteria should be such that it is
not easy to copy or imitate easily.
E.g.. Auto contrast of LG golden eye
6. Affordable- the criteria should be valuable but
should not be so high price that is out of reach
for the segment.
7. Profitable- the delivery of such value should
not be at the cost of earning losses for the
company. It must be valuable for both customer
prospective and company prospective.

15. Positioning strategies-
• Two kinds of positioning strategies:
1. Points of parity (POP)
- category point of parity associations
- competitive point of parity associations
2. Points of difference (POD)

16. Point of parity-
• The product or service offering is similar to that
of the competitor.
• The brand association is not unique in nature; it is
shared by other competitive brands;
Example- complan, Boost and Bourn vita :
positioned as : all help children to grow.
Two basic forms-
a) Category point of parity
b) Competitive point of parity

17. Category point of parity-
• The product or service offering should posses
these equalities in order to the qualify being a
part of the product or service category.
- These are the bare minimum that all the
brands should possess in order to qualify as a
part of the product or service industry.
- Example- all mouthwashes contains
antimicrobials; they are also minty.

18. Competitive point of parity-
• These are developed to fight against and balance
out with the competitors points of difference.
- example-
- Listerine vs scope: listerine claims to leave you
fresh after a rinse and prevents bad breath; scope
claims that it does the same but in a milder way.
- Other examples-
- Savlon versus dettol: savlon does not sting when
applied on wound.

19. HOLY BOOK
• Holy Book is
the sacred
book belonging to
certain religious
community or
political groups.

20. List of Holy Books Hindu read
• The Vedas.
• The Upanishads.
• The Ramayana.
• The Bhagavad
Gita.
• The Puranas.

21. HINDU TEXT INCLUDE
Hindu text
smritishruti
Shruti + Smriti = Shastra

22. Positioning of Holy Books
• People Awareness.
• Addition in syllabus.
• Comics of Holy Books.
• Celebrities.
• Tours of Temple.
• Theatre.

23. By make people aware to tell them
about the benefits of Holly Books
• You will begin to mature in the things of God.
• Your faith will grow.
• You will be filled with hope.
• You will obtain freedom.
• You will know the will of God for your life.
• You will become and be known as a wise
person.
• You will receive power to overcome sin.

24. - You will find wisdom and direction.
- Your mind will be washed from worldly patterns of
thinking and moved into the divine mindset.
- You will be filled with joy.
- You will begin to learn hearing the voice of God.
- You will be taught how to stay humble.
- You will learn to fear the Lord.
- You will become prosperous and successful in all
you do.

25. Addition in Syllabus
• Haryana Education Minister Ram Bilas
Sharma already introduced moral
education as a subject for students of
classes 6 to class 12, It should also be
introduced at college & university level.

26. Comics of holy books
• As we know kids love to read
comic books, so we can adopt
this concept in the positioning of
holy books by publishing comics
of holy books.

27. How to Promote
• In current scenario there is a
huge influence of celebrities in
our society, so they can
contribute to promote holly
books.

28. Students are facing DEPRESSION-
• Depression among college students wears
many faces, and in a survey conducted by the
association for university and college
counseling center directors, 36.4% of college
students reported they experienced some
level of depression in 2013.
• Depression is the number one reason students
drop out of school.

29. Holly books may help to get rid of
depression-
• Please note that in any situation, it may be
difficult for you to approach a friend regarding
these illnesses. Holly books can help the
students to came out of these situations.
• Our guide is not a substitute for treatment,
but it will help you find resources or ideas that
lead to a happier and healthier college or
school or life career.

30. SANJEET CHHIKARA
MBA 2YR
Presented By :-