This presentation covers the following Aspects:
• Market-types of market
• Market segmentation
• Market segmentation strategies
• Target market strategies
• Positioning and its strategies
This unit covers the following points:
1.VMOST
2.What does Marketing Strategy Accomplish?
3. Overview of Strategic Market management
4. Objectives of strategic Market Management
5.Business Strategy
6.Strategic Marketing Management : Characteristics and trends
7.Objective of Strategic management
8.Difference between Strategic Marketing & Marketing Strategy
9.Business Vision its components
10. BHAG
11.Understanding how the Market segments
12.An analysis of Customer Motivation
13.Exploration of unmet needs
14.The KANO MODEL
This presentation covers the following points:
• Market Leader Strategies
• Market Challenger Strategies
• Market Follower Strategies
• Market Nicher Strategies
• Industry Life Cycle
• Challenges of A Mature Market
• Opportunities of A Mature Market
• Routes to revitalize a stagnant market
This presentation would cover the following topics:
1.Transactional marketing approach to relationship marketing philosophy – competitive advantage through Relationship Marketing
2. Key concepts in relationship marketing
3. Relationship Marketing Programmes-Continuity Marketing, Individual marketing & Co-Marketing
This unit explains the following topics:
1. Life Time Value (LTV)
2. Recency
3. RFM Model
4. Customer Life Cycle
5. Segmentation
6. Acquisition Tactical Management
7. Customer Retention Stages
This presentation would cover the following:
• Objectives of pricing
• Factors affecting pricing decisions
• Terms of sale used in international transaction
• Major pricing methods and practices in international
• Discuss pricing process and strategy
• Concept of transfer pricing and methods
• Types of conter trade
• The pricing angles and issues in counter trade
This unit covers the following points:
1.VMOST
2.What does Marketing Strategy Accomplish?
3. Overview of Strategic Market management
4. Objectives of strategic Market Management
5.Business Strategy
6.Strategic Marketing Management : Characteristics and trends
7.Objective of Strategic management
8.Difference between Strategic Marketing & Marketing Strategy
9.Business Vision its components
10. BHAG
11.Understanding how the Market segments
12.An analysis of Customer Motivation
13.Exploration of unmet needs
14.The KANO MODEL
This presentation covers the following points:
• Market Leader Strategies
• Market Challenger Strategies
• Market Follower Strategies
• Market Nicher Strategies
• Industry Life Cycle
• Challenges of A Mature Market
• Opportunities of A Mature Market
• Routes to revitalize a stagnant market
This presentation would cover the following topics:
1.Transactional marketing approach to relationship marketing philosophy – competitive advantage through Relationship Marketing
2. Key concepts in relationship marketing
3. Relationship Marketing Programmes-Continuity Marketing, Individual marketing & Co-Marketing
This unit explains the following topics:
1. Life Time Value (LTV)
2. Recency
3. RFM Model
4. Customer Life Cycle
5. Segmentation
6. Acquisition Tactical Management
7. Customer Retention Stages
This presentation would cover the following:
• Objectives of pricing
• Factors affecting pricing decisions
• Terms of sale used in international transaction
• Major pricing methods and practices in international
• Discuss pricing process and strategy
• Concept of transfer pricing and methods
• Types of conter trade
• The pricing angles and issues in counter trade
Segmentation, Targeting, positioning, differentiation, bases of segmentation, advantages of segmentation, types of targeting, Steps in Segmentation, Targeting, and Positioning
Contains about basics of sales management, Background, Selling as a career, B2C and B2B Markets, Different marketing concepts, Product Life Cycle, Relation between sales and marketing, Implementing the market concept, segmentation in B2C &B2B market.Adoption & Diffusion theory, Image of selling. Types of selling.
Deciding the store’s philosophy, mission and objectives
2 Situation analysis 3. Formulation of retail strategy 4. Strategy implementation and control.
1. Micro environment and 2.macro environment.
Micro Environment 1- Suppliers – are business firms and individuals who provide resources needed by the retailer. For example a retail store must obtain various products from different suppliers so that as and when customers come and ask the product, he will be in a position to sell them on tome.
4- Competitors – the retailers marketing system is surrounded and affected by a host of competitors. These competitors have to be identified, monitored and out manoeuvred to captured and maintain customer loyalty.
403 Competing in Global Markets Unit 1ashishjaswal
This presentation covers the following points:
1.Introduction to the curriculum
2.International Marketing Concepts
3.Reasons For Entering Global Markets
4.INTERNATIONAL MARKETING ORIENTATION
Segmentation, Targeting, positioning, differentiation, bases of segmentation, advantages of segmentation, types of targeting, Steps in Segmentation, Targeting, and Positioning
Contains about basics of sales management, Background, Selling as a career, B2C and B2B Markets, Different marketing concepts, Product Life Cycle, Relation between sales and marketing, Implementing the market concept, segmentation in B2C &B2B market.Adoption & Diffusion theory, Image of selling. Types of selling.
Deciding the store’s philosophy, mission and objectives
2 Situation analysis 3. Formulation of retail strategy 4. Strategy implementation and control.
1. Micro environment and 2.macro environment.
Micro Environment 1- Suppliers – are business firms and individuals who provide resources needed by the retailer. For example a retail store must obtain various products from different suppliers so that as and when customers come and ask the product, he will be in a position to sell them on tome.
4- Competitors – the retailers marketing system is surrounded and affected by a host of competitors. These competitors have to be identified, monitored and out manoeuvred to captured and maintain customer loyalty.
403 Competing in Global Markets Unit 1ashishjaswal
This presentation covers the following points:
1.Introduction to the curriculum
2.International Marketing Concepts
3.Reasons For Entering Global Markets
4.INTERNATIONAL MARKETING ORIENTATION
This presentation is related to unit 1 of Consumer behaviour and covers the following points:
1.1Defining Consumer Behavior
1.2Nature, Scope and Application of Consumer Behavior
1.3Application of Consumer Behavior
1.4Why Study Consumer Behavior?
1.5Evolution of Consumer Behavior as a Field Of Study and its relationship with Marketing Behavioral Dimension
1.6 The Interdisciplinary Nature of Consumer Behavior
1.7. De-marketing
301 STRATEGIC MANAGEMENT TOPIC strategic intent and visionashishjaswal
This Presentation covers the Understanding of the term Strategic Intent, Components of Strategic Intent and Vision. Vision covers were aspects as:
1. Definition of Vision
2. Characteristics
3.Importance
4. Necessity
5.Change in Vision
6. Critical Analysis
301 Unit 1 Strategic Management Processashishjaswal
This presentation is an understanding of some definitions in context to Process of Strategic Management. It makes to know the process through Block Diagram and Stepdown Diagram of the Strategic Management
301 Unit 1 lecture 4 definition ,nature and function of Strategyashishjaswal
This Presentation covers the critical analysis of the definition of Strategic Management. It also Discuss the Nature and Function of the strategic management
Unit 1 lecture 1.1 lesson from Mahabharata and Course introductionashishjaswal
This Presentation is created with an objective to Connect the lessons that can be learned with the Course of Strategic Management.It also gives a Bird View about the Course to be studied in Sem -III
National Pension System (NPS) is one of the most preferred investment instruments among investors because of its tax benefits, low-cost structure, and good returns
Financial Planning is the long-term method of wisely managing your finances so you can achieve your goals and dreams, while at the same time negotiating the financial barriers that inevitably arise in every stage of life.
This presentation highlights about Motor Insurance, Types
Basis of Sum Insured, Dos and Don'ts for Motor Insurance and
General Advice for Motor Insurance
With Introduction to CIBIL, it covers the difference between Cibil Score and CIBIL Report. Further Eligibility To Check CIBIL Score and Factors Affecting CIBIL Score are also Discussed
It covers an introduction to the concept of Credit rating. Further, understand the importance of Credit rating.it ends up summing the information of Credit Agencies operational in India
It covers the concept of Housing Finance which covers plethora of points such as Types of Home Loan, Considerations to be made before purchase of a Home Loan,What are the things periodically noticed on purchase of Home loan and Income tax Benefits
A life insurance policy is a contract with an insurance company. In this policy, a person has to make regular payments to the insurance and there are different Types of Life Insurance
It covers the following Principles
i. Law of large numbers
ii. Insurable interest
iii. Utmost good faith
iv. Indemnity
v. Subrogation and contribution
vi. Proximate cause
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
2. Market
•The group of consumers or organizations that is
interested in the product, has the resources to
purchase the product, and is permitted by law and
other regulations to acquire the product.
3. • Potential market
Those in the total population who have interest
in acquiring the product.
• Available market
Those in the potential market who have enough
money to buy the product.
• Qualified available market
Those in the available market who legally are
permitted to buy the product.
• Target market
The segment of the qualified available market
that the firm has decided to serve (the served
market).
• Penetrated market
Those in the target market who have purchased
the product.
4. Target Marketing
• Target marketing requires marketers to take three major steps:
• Market segmentation: Identifying and profiling distinct groups of
buyers who differ in their needs and preferences.
• Market targeting: Selecting one or more market segments to enter.
• Market positioning:
Establishing and communicating the key distinctive benefit(s) of the
company’s market offering to each target.
5. Market segmentation IPCI
luxury
Mid size Car
ECONOMY
Getz,Swift
Esteem
Accent
Chevrolet
Optra
Zen
Alto 800
Santro
Indigo
Ford Ikon
Hond Civic
Mercedes Bnz
BMW
AUDI
6. Titan Watches
THE RICH
THE MIDDLE
THE LOWER
Fashion accessory to add to style of their
dressed items
Gold Plated
Fine jewelry studded with precious gems and
coloured stones
Fashion & Design
Durable Product
Reasonable Price
Device Telling Time,Price
7. Segmentation
FOR GOLD LOVERS
AURUM & ROYALE
18 Carrot Gold
NEBULA
(Young Generation)
YOUTH/OUTDOOR
LOVERS
FAST TRACK YOUNG, Vibrant, COOL
DESIGNER SEGMENT EUROPEAN INSIGNIA
PROFFESIONAL SPORTS
INSTRUMENTS
FOR CHILDREN
DASH (G/B)
06-10 yrs, 11-14 Yrs
DASH(G/B)
06-10 yrs, 11-14 Yrs
DIGITAL SEGMENT
FOR YOUTH
DIGITAL FASTRACK
FUTURISTIC ANA
DIGITAL MODEL
MIS EXACTA
100 different designs
Rs 500-700
9. Target Marketing
• Target marketing requires marketers to take three major steps:
• Market segmentation: Identifying and profiling distinct groups of
buyers who differ in their needs and preferences.
• Market targeting: Selecting one or more market segments to enter.
• Market positioning:
Establishing and communicating the key distinctive benefit(s) of the
company’s market offering to each target.
11. • Market segmentation is the identification of
portions of the market that are different from
one another.
Segmentation allows the firm to better satisfy
the needs of its potential customers
12. Segmenting Consumer Markets
Bases for Segmentation
• Geographic
• Demographic
• Psychographic
• Behavioral
• Nation or country
• State or region
• City or metro size
• Density
• Climate
13. • Differentiate target customers BASED ON WHERE THEY LIVE.
• Mcdonald’s is the world’s biggest restaurant chain, with over 37,000
restaurants in more than 120 markets.
• The fast-food chain divides its TARGET MARKETS INTO SEGMENTS
by country, region, and cities, then customizes the menu by local
preferences.
• Different preferences and McDonald's does an excellent job of localizing its
products.
• Instead of trying to sell a big mac (a beef burger) in india and affecting the
local sentiment, they introduced the maharaja mac: a variation of the big mac
but without pork or beef.
• Mcdonald’s adapts its product offering in line with the geographic and
cultural region. This not only shows respect toward local traditions and
beliefs, but also improves their company’s image and bottom line.
14. Segmenting Consumer Markets
Bases for Segmentation
• Geographic
• Demographic
• Psychographic
• Behavioral
• Age, race, gender
• Income, education
• Family size
• Family life cycle
• Occupation
• Religion, nationality
• Generation
• Social class
20. Segmenting Business Markets
• Rackman and Vincentis proposed a segmentation scheme that
classifies business buyers into three groups:
• Price-oriented customers: best served via transactional selling
• Solution-oriented customers: best served by means of consultative selling
• Strategic-value customers: best served by means of enterprise selling
22. Market Segmentation Strategies
• Traditional Approaches
1. Mass Marketing
2. Differentiated Marketing
3. Niche Marketing
• Emerging Approaches
1. One to one Marketing
2. Mass Customization
3. Permission Marketing
23. • Mass Marketing
- involves no segmentation whatsoever
- Aimed at whole market for a particular product
- Undifferentiated approach that all customers in the market have
same needs & wants that can be reasonably satisfied with a
single marketing mix
- Works best when the needs of the entire market is homogeneous
- Advantageous in terms of production efficiency and lower marketing cost
- Is inherently risky ,vulnerable to competitors, specialized products can be
launched
Traditional Approaches to Segmentation
Single Marketing Mix to All customers in the
market
Comm
odities
Like
oil,
Agricu
ltural
Produ
cts,
24. More than one marketing mix to more than one
market Segment
• Differentiated Marketing
- involves dividing the market into groups of
customers having relatively common or
homogeneous needs and attempting to
develop a marketing mix that appeals to one
or more of this groups
- involves two options: Multi segment approach
and market concentration approach
Traditional Approaches to Segmentation
Aviation
industry
25. Traditional Approaches to Segmentation
• Niche Marketing
- involving focusing marketing efforts on one small, well defined
market segment or niche that is unique ,specific, set of needs
- Requires that firm understands & meet the needs of target
customers so completely that, despite the small size of the niche, the
firms substantial share makes the segment highly profitable
Single marketing Mix focused on small
market segment
26. Emerging Approaches
- Have become viable DUE TO ADVANCES IN TECHNOLOGY, particularly
communication technology and the internet.
- Possible because organization can now track customers with high degree of
specificity.
- Allow firm to combine demographic data with pat and current purchasing
behavior so they can tweak their marketing mixes in ways that allow them to
precisely match customers needs, wants & Preference
- Important in future as focus on individual customers critical in long term
relationship
- Depends on Automated delivery of the marketing mix & personalization
27. Emerging Approaches to Market Segmentation
• One to One Marketing
- Involves creation of an entirely unique marketing mix for
each customers in target segment
- Common in Business Market where unique programs/systems
are designed for each customer
- Growing in Consumer market also- luxury and custom made
products as well as in service
28. Emerging Approaches to Market Segmentation
• Mass Customization
- Providing unique products and solutions to individual customers
on a mass scale
- Cost effective due to advances in supply chain management ,
including just in time inventory control system
- Used in business Market in electronic Procurement Systems
29. Emerging Approaches to Market Segmentation
• Permission Marketing
- Customer choose to become member of the firms target
market
- Commonly executed via the opt- in- e-mail list , where
customer permit a firm to send periodic e mail about goods and
services they have interest in purchasing
- Customers who opt in are already interested in goods and
services offered
- Eliminates wasted marketing efforts and expense
32. Target marketing
• Recognizes the diversity of customers and does not try to please all of
them with the same offering.
• The first step in target marketing is to identify different market
segments and their needs
33. Target Market Strategies
• Single-segment Strategy ( Concentrated Strategy)
• One market segment (not the entire market) is served with one
marketing mix
• True specialist in a particular category
• A single-segment approach often is the strategy of choice for smaller
companies with limited resources
35. Selective specialization
• This is a multiple-segment strategy (Differentiated strategy)
• Different marketing mixes are offered to different segments.
• The product itself may or may not be different - in many cases only
the promotional message or distribution channels vary
37. Product specialization-
• The firm specializes in a particular product and tailors it to different
market segments
• Expertise in a product category is leveraged across many different
market segment
41. Full market coverage
• The firm attempts to serve the entire market.
• This coverage can be achieved by means of either a mass market
strategy in which a single undifferentiated marketing mix is offered to
the entire market, or by a differentiated strategy in which a separate
marketing mix is offered to each segment
42. Full Market Coverage strategy
S1 S2 S3
P1
P2
P3
Coca Cola –Many different Beverage
that fulfill many customers needs
45. Defination
• AL RIES AND JACK TROUT
• Creating image or identity in the minds of target market for a particular
product, Brand or Organization
• Positioning refers to ‘how organisations want their consumers to see
their product’.
• What message about the product or service is the company trying to put
across?
• The pricing strategy must reflect the benefit offered and the promotion
strategy must communicate this benefit
46.
47.
48.
49. Positioning Concept
• Positioning by Product Characteristics/Consumer Benefits
• Positioning by “Price-Quality
• Positioning by Use or Approach
• Positioning by Product User
• Positioning by Product Class
• Positioning by Culture Symbol
• Positioning by Competitor
50. Positioning by Product Characteristics/Consumer Benefits
a) This is commonly used strategy and consists in
associating an object with a product characteristic or
customer benefit.
“Colgate Total”
• Only toothpaste -12 Hr Protection-Cavities, Gingivitis,
Plaque- For whiter teeth and healthy Smile
“ ANCHOR WHITE”
100 percent Vegetarian Toothpaste
“CLOSE UPACTIVE GEL”
Vitamin Fluoride System- Fresh Breath and strong and whiter teeth
51. Positioning by Product Characteristics/Consumer Benefits
• Based on physical characteristics, pseudo-physical characteristics, or
benefits.
• Physical characteristics are objective and can be measured on some physical
scale: Temperature, colour, sweetness, saltiness, thickness, weight.
• Pseudo-physical characteristics- characteristics that cannot be easily
measured: Spiciness, greasiness, creaminess, shininess (Kiwi shoe polish)
• Benefits represents to advantages that promote the well being of the
consumer:
• Quenching thirst (Limca), not harmful to the skin, satisfying hunger,
convenience.
52. Positioning by “Price-Quality”
• Price and Quality Important considerations
• Ariel- Premium quality Product
Zenith Computers: “MNC quality. Indian price”
53. Positioning by Use or Approach
• Associating the product with a specific use
Vicks: “Use Vicks when cold attacks”
Dettol: “The liquid protection against
bacteria”
Clinic All Clear: “The dandruff-control
shampoo”
54. Positioning by Product User
• Associating the product with a particular type or class of user.
• Through celebrity endorsements.
• Lux-earlier their positioning was ‘Filmi Sitaroan Ka Saboon’,
• New advertise says that by using Lux you can also become a
star
55. Positioning by Product Class
• Associated with a Product Class
• Rolex Watches “ Best Expensive
SwissWatches”
• “Seven Up, the uncola
56. Positioning by Culture Symbol
• Identifying something that is very meaningful to people, and that
competitors are not using, and then associating the brand with that
symbol.
• Onida’s green eyed devil also set Onida apart from the
competition by positioning it as something that is envied and
talked about by neighbors .
57. Positioning by Competitor
• Making consumers think that your brand is better than, or as good as
the competitors
• Pears /Dove