1. Positioning Products
and Services In The
Market
Prof. Prashant Kumar Gupta
Jain College Of MBA and MCA

2. Positioning
Act of designing a company’s offerings and image
to occupy a distinctive place
in the mind of target market
It differentiates between brands
Marketers must:
• Plan positions to give their products the greatest advantage in
selected target markets

3. POP & POD
Points Of Difference:
• Attributes or benefits that a consumer closely associates with
the brand
• The brand is positively evaluated and consumer believes that
he will not find the same in other product
Points Of Parity
• Associations not necessarily unique with the brand, can be of
two types:1.
2.
Category POP: Benefits must be present for a product/service to
be in consideration set
Competitive POP: Designed to negate competitors POD

4. Differentiation Strategies
Product Differentiation
Personnel Differentiation
Channel Differentiation
Image Differentiation

5. Product
• Attributes
• Eg: Quality, reliability,
durability.
performance
Personnel
• Competence
• Courtesy
• Credibility
• Reliability
• Responsiveness
• Communication
Channel
• Coverage
• Expertise
• Performance
Image
• The way public
perceives

6. Steps In Positioning
• Step 1.
Identifying Possible Competitive Advantages: Competitive
Differentiation.
• Step 2.
Selecting the Right Competitive Advantage: Unique Selling
Proposition (USP).
• Step 3.
Communicating and Delivering the Chosen Position.
• Step 4.
Support the positioning strategy with a unique marketing mix

7. Essentials
• Difference promoted should be:
Important
Distinctive
Superior
Profitable
Communicable
Affordable