This document discusses effective positioning strategies. It begins with an introduction that defines positioning as owning a piece of a consumer's mind by creating a distinct impression. It provides examples of how companies have positioned brands like Colgate, Lux, and Gillette. Guidelines are presented for starting with the desired market position rather than the product and answering what the brand can do and why consumers should believe it. Two approaches for measuring positioning effectiveness are described: company-based and customer-based. Advantages of effective positioning include building long-term brand direction, trust, loyalty, and equity. A case study of positioning at Procter & Gamble is presented, identifying brands with over $1 billion in annual sales. The conclusion restates that positioning occupies

1. Allama Iqbal Open University,
Islamabad
Topic:
Effective Positioning
Presented to: Miss Ayesha Gulzar
Presented by: Mateen Altaf
Class: MBA (B&F) 5th semester
Subject: Strategic Marketing (8537)
mataltaf@hotmail.com

2. Acknowledgment
First of all thanks to ALLAH, Who is most beneficent & the
most merciful, Whose blessings are abundant & favors are
unlimited.
It’s my pleasure to acknowledge the guidance and support
of my subject teacher Miss “Ayesha Gulzar” for his endless
guidance.
I would also like to acknowledge the “Procter & Gamble“.

3. Introduction
 Positioning is owning a piece of consumer’s mind
 Positioning is not what you do to a product, It’s
what you do to the mind of the consumer.
Positioning can be defined as the way by which the
marketers attempt to create a distinct impression in
the customer's mind.
SOURCE: Al Ries and Jack Trout, Positioning - The Battle for Your
Mind. (McGraw-Hill 1981)

4. Examples:
Colgate Protection
Lux Glamour
Gillette Quality
Head & Shoulder Anti Dandruff
Ariel cleanness

5. Start by looking not at the product but at the
position in the market that you wish to occupy, in
relation to competition
Think about how the brand will answer the main
consumer questions
 What will it do for me that others will not?
 Why should I believe you?
Try to keep it short and make every word count
and be as specific as possible
Guidelines

6. Groups of Measuring Positioning Effectiveness
Two main groups of positioning measurements exist:
 Company-Based Positioning Measurement Approaches
 Customer-Based Positioning Measurement Approaches

7. Advantages of Positioning
 Sets long term direction for your brand
 Builds trust and loyalty among customers
 If Implemented effectively over time, it builds brand
equity and establishes goodwill
 Prescribes all the P's of marketing and organizes them
within the context of a single, pervasive strategy

8. Practical Study
Procter & Gamble Co., also
known as P&G, is an American
multinational consumer goods
company headquartered in
downtown Cincinnati, Ohio,
United States, founded by
William Procter and James Gamble (October 31, 1837; 177
years ago), both from the United Kingdom. Its products
include cleaning agents, and personal care products. P&G
commenced operations in Pakistan in 1991.
Headquartered in Karachi.

9. Brands with net sales of more than US$1 billion
annually
 Ariel
 Gillette
 Head & Shoulders
 Olay
 Oral-B
 Pampers
 Pantene
 Tide
 Vicks
 Safeguard Soap

10. Conclusion
Positioning is the act of designing the company's offering
and image to occupy a distinctive place in the mind of the
target market. Positioning is not what you do to a product
it’s what you do to the mind of the consumers. And Procter &
Gamble has positioned its place in the mind of consumers