1. A Presentation On
Positioning and Differentiation
Submitted To:- Submitted By:-
Mr. Ajay Kumar Veeraj Vashishtha
(Assistant Professor) (NU-MBA)
(FMG 061)

2. Definition
• Product positioning is what comes to mind when your target market
thinks about your product compared to your competitor’s products.
• Product positioning is a crucial ingredient in the buying process and
should never be left to chance. It’s your opportunity to influence the
market’s perception of your products.

3. Frame of Reference.
• Point of Parity (PoP):- The specifications which may not be
unique to a single brand but may be shared by other brands.
• Points of Difference (PoD):- Refers to the specifications of a
product that are different from it’s competitors.
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• Example:- Dettol and Savlon

4. PoP:- Dettol is an Antiseptic Liquid
From Reckitt Benckiser India and
Savlon Is also Antiseptic Liquid
from Johnsons
PoD:- Dettol produces stinging
sensation, turns cloudy in water
and has a strong smell where as
Savlon did not have any of these
features.

5. Selecting Competitive Advantage
1. Identifying a set of possible competitive
advantages upon which to build a position.
2. Selecting the right competitive advantages.
3. Effectively communicating and delivering the
chosen position to a carefully selected target
market.
4. Selecting the target market and designing the
marketing mix go hand-in-hand.

6. Eureka Forbes achieved competitive advantage through
the way it’s distribution channel is designed. Reaching
out to the customers home for installing,
demonstrating, collecting money and offering after
sales service did it all for Eureka Forbes.

7. Category Membership
• A product should not get trapped into category.
• Sometimes consumers are not convinced that a brand
holds category membership.
• For Example:- Hewlett Packard has been positioned as laptop
and desktop manufacturing company, though it also produces
cameras but commonly HP cameras are not bought by people as
they do not believe that HP can manufacture cameras also.

8. Some Examples

9. Perceptual Map for Beer

10. Differentiation.
 Is the process of distinguishing a product or offering from others,
to make it more attractive to a particular target market. This
involves differentiating it from competitor’s products as well as a
firm's own product offerings.
 Product differentiation is the process of describing the differences
between products or services, or the resulting list of differences

11. Example:- How cars Differentiate among themselves in
Print Ads.

12. Colgate Max Fresh Differentiates itself from Close Up as Max
Fresh contains cooling crystals.
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Fresh-Commercial[www.savevid.com].flv
..DesktopmarketingClose-Up-Commercial-
India-NEW-[www.savevid.com].flv

13. Differentiation Parameters.
• Differentiation is due to buyers perceiving a difference, hence
causes of differentiation may be functional aspects of the
product or service, how it is distributed and marketed, or who
buys it. The major sources of product differentiation are as
follows.
• Differences in quality which are usually accompanied by
differences in price.
• Differences in functional features or design.
• Ignorance of buyers regarding the essential characteristics and
qualities of goods they are purchasing.
• Sales promotion activities of sellers and, in advertising.
• Differences in availability (e.g. timing and location).

14. Product Differentiation
Form
• Size, Shape, Form or physical structure of a product may
be different.
Features
• Features of different products may be different. As in
cars there are different models such as LX, LXi, VXi
Performance
Quality
• A product can be differentiated on quality parameters as
well. Levels may be low, high, superior.

15. Durability
• A measure of a product’s expected operating life
under natural circumstances and stressful conditions.
Example- If a cars body starts rusting within a year
no one will tend to that product.
Repairabili
ty
• Is a measure of the ease of fixing a product
when it malfunctions or fails at little cost and
time. Companies now offer free repair services
for initial period (say 6 months or a year).
Style
• Style describes the product look and feel to the
buyer. Ex:- Mont Blanc Pens, Apple computers.

16. Services Differentiation

17. SBI Increased
number of
branches and
differentiated
itself.
Lowest
Priced car in
the world.
Dove as creamy soap and
showing alkalinity
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Dove--Litmus-
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