This document discusses the importance of market positioning in marketing. It defines positioning as how a brand is perceived by consumers in terms of the benefits it provides compared to competitors. Creating an effective positioning involves understanding consumer needs, the brand's unique value proposition, and gaps in the category. Good positioning is relevant, clear, unique, consistent, committed to, and requires patience and courage. Positioning places a product in the consumer's mind in a way the brand wants to be seen. Examples of positioning include Mercedes as prestige, BMW as driving, Volvo as safety, and Google as a search engine. The document also discusses challenges in positioning, the need for repositioning, and positioning strategies of brands like Sunsilk, Amul

1. Market Positioning and its significance in marketing Practice
Diwakar Silwal
diwakarsilwal@gmail.com

2. THE POSITIONING STATEMENT
ITS WHO WE ARE AND WHAT WE STAND FOR

3. HOW TO GET THE POSITIONING
AUDDIENCE TRUTH
WHAT IS AUDDIENCE EMPATHETIC NEED?
BRAND TRUTH
WHAT IS UNIQUE VALUE PROPOSITION THAT
BRAND/PRODUCT PROVIDE?
CATEGORY TRUTH
WHAT ARE THE COMPONENTS COMPETITOR ARE
NOT FILLING?

4. CREATING A MARKET POSITIONING

5. RULES OF POSITIONING
 RELEVANCE
 CLARITY

6.  UNIQUENESS
 CONSISTENCY

7.  COMMITMENT
 PATIENCE

8.  COURAGE

9. WHY POSITIONING
THE BRAND POSITIONING IS ART OF PLACING THE PRODUCT IN
CONSUMER MIND THAT YOU WANT YOUR BRAND TO WIN. IT IS
THE BENEFIT YOU WANT YOUR CONSUMER TO PERCEIVE WHEN
THEY THINK OF YOUR BRAND.
A STRONG BRAND POSITIONING MEANS THAT THE BRAND HAS
A UNIQUE, CREDIBLE AND SUSTAINABLE POSITION IN THE
MIND OF THE CONSUMER
IT STANDS ON ONE BENEFIT THAT YOUR PRODUCT PROVIDES
APART FROM YOUR COMPETITORS.
IT ALSO GIVES YOU THE DIRECTION REQUIRED TO FOCUS ON
ORGANISATION GOAL AND THE STRATEGIC EFFORTS.

10. HOW THESE COMPANIES POSITIONED THEMSELVES
 MERCEDES-BENZ………………. PRESTIGE
 BMW……………………………….. DRIVING
 VOLVO…………………………….. SAFETY
 ROLEX…………………………….. HIGH-END WATCHES
 GOOGLE………………………….. SEARCH ENGINE
 RED BULL………………………… ENERGY DRINK
 FEDEX…………………………….. OVERNIGHT (DELIVERY)

11. IS POSITIONING ALWAYS BENEFICIAL?
XEROX FIRST MADE PHOTOCOPY MACHINE & SOLD THEM WORLD WIDE,
AS THE TIME PASSED XEROS BECOME SYNONYMOUS TO PHOTOCOPY
WHEN IT LAUNCHED XEROX DATA SYSTEM, FAX MACHINE AND PC ALL
WERE DISASTROUS AND XEROX LOST BILLIONS OF DOLLOR SINCE IT
COUND NOT CHANGE OR RECONSTRUCTED MINDS OF PROSPECT.
SAME HAPPENED WITH IBM & DALDA

12. REPOSITIONING : RECONTRACTION OF PRESECPTION
Company Traditional image Repositioned image
IBM Computer hardware Services & hardware
Xerox copier Hardware & software
Bajaj Scooters Motorcycles
Companies LIKE
IBM, BAJAJ AND
XEROX DID IT

13. # POSITIONING MAKE BRANDS AND BRAND
GIVE VALUES TO COMPANIES.

16. SUNSILK
…… “HAIR EXPERT”

17. AMUL
…… “TASTE OF INDIA”

18. COCA-COLA
…… “TASTE, CLASSIC, HAPPINESS”

19. PROBLEMS IN POSITIONING
POSITIONING IS A RESULT OF GOOD MARKETING STRAGEGIC
PLANNING
BUT TO ACHIVE DESIRABLE POSITIONING, WE SHOULD BRING
WITH AN IDEA OF WHERE WE WANT TO END UP
POSITIONING IS WHAT COSTUMER THINK ABOUT US- NOT
WHAT WE SAY OUR SELVES
THE POSITION MAY BE DIFFERENT IN ANOTHER MARKETS?
i.e. HONDA IN JAPAN & USA
JAPAN USA
YOUTHFUN ECONOMICAL
SPORTY GOOD ENOUGH FOR EVERYDAY
HI-TECH ENGINE IMPORT

20. Thank you 