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Positioning
The document discusses various positioning approaches that marketers use to differentiate their brands, including focusing on user benefits, price and quality, specific uses, innovativeness, culture, and comparisons to competitors. Some examples provided include positioning Dabur Chyawanprash for health and fitness, Head & Shoulders as an anti-dandruff and conditioning shampoo, and Rin detergent as providing better whiteness at a lower price than Tide.
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Positioning
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- 4. Meetha (Sweet) Memories, Sharing
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- 12. User Features BenefitsPrice Quality Use Class Innovators Culture Competition
- 13. Positioning approach highlightsthe user (the ideal or representative target consumer) and suggests that the product is the ideal solution for that type of person and may even contribute to their social self-identity. User Features Benefits Price Quality Use Class Innovators Culture Competition
- 14. Disadvantages • Vulnerable toindividual behavior/actions • Can be limiting in some cases • Inherently exclusionary Advantages • Strong association with individual or group User Features Benefits Price Quality Use Class Innovators Culture Competition
- 15. With its ad-campaign over the years Dabur- Chyawanprash has been positioned for health, fitness for all age groups. User Features Benefits Price Quality Use Class Innovators Culture Competition
- 16. Previously Sunsilk usedPriyanka Chopra, then models, hair stylists to position it as upscale product, associated with fashion. Now in association with ‘Gori tere pyaar me’ and kareena kapoor positioned at lower scale. User Features Benefits Price Quality Use Class Innovators Culture Competition
- 17. User Features BenefitsPrice Quality Use Class Innovators Culture Competition
- 18. User Features BenefitsPrice Quality Use Class Innovators Culture Competition
- 19. The product was positionedas a User Features Benefits Price Quality Use Class Innovators Culture Competition
- 20. Bole mere lips,I love Uncle Chips User Features Benefits Price Quality Use Class Innovators Culture Competition
- 21. Positioned as brand forbabies. Also, Repositioned its shampoo for people who need a mild shampoo. User Features Benefits Price Quality Use Class Innovators Culture Competition
- 22. User Features BenefitsPrice Quality Use Class Innovators Culture Competition
- 23. Positioned itself asa brand for Kids by using Child Models. User Features Benefits Price Quality Use Class Innovators Culture Competition
- 24. Position itself asthe product for girls in their 20’s User Features Benefits Price Quality Use Class Innovators Culture Competition
- 25. User Features BenefitsPrice Quality Use Class Innovators Culture Competition
- 26. Sharply focused brandon the youth. User Features Benefits Price Quality Use Class Innovators Culture Competition
- 27. User Features BenefitsPrice Quality Use Class Innovators Culture Competition
- 28. User Features BenefitsPrice Quality Use Class Innovators Culture Competition
- 29. 22-Mar-16IIM RAIPUR 2 9 Features Marketers oftenposition themselves by reference to its specific features.
- 30. 22-Mar-16IIM RAIPUR 3 0 MAHINDRA XUV Payment ease(EMI) 6 airbags for safety LED head lights GPS Attractive and spacious interiors. User Features Benefits Price Quality Use Class Innovators Culture Competition
- 31. 22-Mar-16IIM RAIPUR 3 1 Frost-free freshness Twin Coolingkeeps food fresher ENERGY STAR® Compliant SAMSUNG REFRIGERATOR Bottom Freezer Refrigerator User Features Benefits Price Quality Use Class Innovators Culture Competition
- 32. 22-Mar-16IIM RAIPUR 3 2 Reversible Doors Moreice with an automatic ice maker SAMSUNG REFRIGERATOR Bottom Freezer Refrigerator External digital display to easily adjust controls User Features Benefits Price Quality Use Class Innovators Culture Competition
- 33. 22-Mar-16IIM RAIPUR 3 3 Dual Sim D Convenient &Easy to Use SAMSUNG GURU MOBILE Slim & Compact Comfortable Viewing User Features Benefits Price Quality Use Class Innovators Culture Competition
- 34. 22-Mar-16IIM RAIPUR 3 4 User FeaturesBenefits Price Quality Use Class Innovators Culture Competition
- 35. SAMSUNG GURU MOBILECOMMERCIAL 22-Mar-16IIM RAIPUR 3 5 User Features Benefits Price Quality Use Class Innovators Culture Competition
- 36. 22-Mar-16IIM RAIPUR 3 6 Benefits Marketers positiontheir product by quantifying the benefits that the user may derive out of the product.
- 37. Most Used Putting thebrand above competitors, based on specific brand attributes and customer benefit. Focus on product characteristics ignored by the competitor. Positioning with two or more characteristic simultaneously 22-Mar-16IIM RAIPUR 3 7 User Features Benefits Price Quality Use Class Innovators Culture Competition
- 38. ADVANTAGES •Communicates consumer wants orsatisfaction •Can provide clear distinction/separation from competitors DISADVANTAGES •Under or non delivery of promise/expectation can undermine brand and image •Competitors can undermine position by matching characteristic or benefit 22-Mar-16 IIM RAIPUR 3 8 User Features Benefits Price Quality Use Class Innovators Culture Competition
- 39. 22-Mar-16IIM RAIPUR 3 9 SENSODYNE TOOTHPASTE •Works torelieve tooth sensitivity due to sensitive teeth •Daily Toothpaste benefits •Provide lasting protection all day User Features Benefits Price Quality Use Class Innovators Culture Competition
- 40. 22-Mar-16IIM RAIPUR 4 0 Head & Shoulders LOREAL REVITALIFT Positionedas both anti-dandruff & conditioner shampoo Instantly perfects your complexion Intensely fights 10 signs of ageing Covers Imperfections Perfects Skin Texture User Features Benefits Price Quality Use Class Innovators Culture Competition
- 41. 22-Mar-16IIM RAIPUR 4 1 Flavoursof ginger, ginseng, liquorice, cardamom and basil. Families seeking wellness in their daily lives. Good for immunity. Red label natural care tea User Features Benefits Price Quality Use Class Innovators Culture Competition
- 42. 22-Mar-16IIM RAIPUR 4 2 Sugar FreeNatura Pellets •Convenient to dispense, easy to use pack •Wonderful sweetness of sugar without added calories •Useful for weight watchers, diabetic patients and fitness freaks User Features Benefits Price Quality Use Class Innovators Culture Competition
- 43. 22-Mar-16IIM RAIPUR 4 3 JetBlue Started providingSatellite TV Entertainment System on the airplane. User Features Benefits Price Quality Use Class Innovators Culture Competition
- 44. 22-Mar-16IIM RAIPUR 4 4 GumCare User Features Benefits Price Quality Use Class Innovators Culture Competition
- 45. Marketers oftenuse price/ quality characteristics to position their brands. One way they do it is with ads that reflect the image of a high-quality brand where cost, while not irrelevant, is considered secondary to the quality benefits derived from using the brand. Premium brands positioned at the high end of the market use this approach to positioning. User Features Price & Quality Benefits Use Class Innovators Culture Competition
- 46. • Timeless design •Driven by innovation • Sheer driving pleasure User Features Price & Quality Benefits Use Class Innovators Culture Competition
- 47. • High priced •Focussing on the built • Superlative ownership experience User Features Price & Quality Benefits Use Class Innovators Culture Competition
- 48. • Excellence • Style •Expertise User Features Price & Quality Benefits Use Class Innovators Culture Competition
- 49. • High PricedWatches User Features Price & Quality Benefits Use Class Innovators Culture Competition
- 50. User Features Price & Quality BenefitsUse Class Innovators Culture Competition
- 51. User Features Price & Quality BenefitsUse Class Innovators Culture Competition
- 52. User Features Price & Quality BenefitsUse Class Innovators Culture Competition
- 53. Another way touse price/quality characteristics for positioning is to focus on the quality or value offered by the brand at a very competitive price. McDonald’s with its campaign “Purane Zamane Ke Daam” emphasized on less price and now Happy Price Menu User Features Price & Quality Benefits Use Class Innovators Culture Competition
- 54. • Rin emphasizedon better whitening of clothes in affordable price. User Features Price & Quality Benefits Use Class Innovators Culture Competition
- 55. User Features Price & Quality BenefitsUse Class Innovators Culture Competition
- 56. Sonata is the'Value for Money' watch brand from Titan . Its range starts from a very reasonable price i.e. Rs. 200. The low cost detergent User Features Price & Quality Benefits Use Class Innovators Culture Competition
- 57. In thisoption, the specific application or uses of the product/services are highlighted. Products can be positioned as the right product to use for a particular occasion or purpose. User Features UseBenefits Price & Quality Class Innovators Culture Competition
- 58. User Features UseBenefits Price& Quality Class Innovators Culture Competition
- 59. User Features UseBenefits Price& Quality Class Innovators Culture Competition
- 60. Positioned themselves specifically asstain removal fabric care, additive to normal detergent • Stain removal fabric care • Additive to normal detergent • Middle aged women User Features UseBenefits Price & Quality Class Innovators Culture Competition
- 61. User Features UseBenefits Price& Quality Class Innovators Culture Competition
- 62. User Features UseBenefits Price& Quality Class Innovators Culture Competition
- 63. User Features UseBenefits Price& Quality Class Innovators Culture Competition
- 64. User Features UseBenefits Price& Quality Class Innovators Culture Competition
- 65. User Features UseBenefits Price& Quality Class Innovators Culture Competition
- 66. User Features UseBenefits Price& Quality Class Innovators Culture Competition
- 67. User Features UseBenefits Price& Quality Class Innovators Culture Competition
- 68. User Features UseBenefits Price& Quality Class Innovators Culture Competition
- 69. User Features UseBenefits Price& Quality Class Innovators Culture Competition
- 70. Usually they positionthemselves as “the one stop solutions” to all customer needs User Features ClassBenefits Price & Quality Use Innovators Culture Competition
- 71. You always purchase Bisleri,from shopkeeper, no matter what product it is. User Features ClassBenefits Price & Quality Use Innovators Culture Competition
- 72. In thirst you alwaysneed this Thanda. User Features ClassBenefits Price & Quality Use Innovators Culture Competition
- 73. Substitute of mango which availablein all season. User Features ClassBenefits Price & Quality Use Innovators Culture Competition
- 74. You always make Googlesearch no matter what you need to search. User Features ClassBenefits Price & Quality Use Innovators Culture Competition
- 75. For copying you alwaysremember one name Xerox User Features ClassBenefits Price & Quality Use Innovators Culture Competition
- 76. All construction equipment known asJCB User Features ClassBenefits Price & Quality Use Innovators Culture Competition
- 77. Colgate became the genericname in toothpaste industry. User Features ClassBenefits Price & Quality Use Innovators Culture Competition
- 78. Healing wounds is onlydone by Band- Aid. User Features ClassBenefits Price & Quality Use Innovators Culture Competition
- 79. Most secure wayto purchase you online. User Features ClassBenefits Price & Quality Use Innovators Culture Competition
- 80. They arefirst in the category. Consumer expect new things from them. User Features InnovatorsBenefits Price & Quality Use Class Culture Competition
- 81. • They arefirst company who launch Smartphone. User Features InnovatorsBenefits Price & Quality Use Class Culture Competition
- 82. Always make new kindof product which are need of consumers. User Features InnovatorsBenefits Price & Quality Use Class Culture Competition
- 83. New operating system technologies. User FeaturesInnovatorsBenefits Price & Quality Use Class Culture Competition
- 84. • They areknown for latest technology used in products User Features InnovatorsBenefits Price & Quality Use Class Culture Competition
- 85. • They madethose which are basic requirement of customer User Features InnovatorsBenefits Price & Quality Use Class Culture Competition
- 86. • They areknown for transforming the designer eyewear market User Features InnovatorsBenefits Price & Quality Use Class Culture Competition
- 87. • Developing Plantthat looks, feels, taste and act like meat User Features InnovatorsBenefits Price & Quality Use Class Culture Competition
- 88. • Making greattaste and different flavor of yogurt User Features InnovatorsBenefits Price & Quality Use Class Culture Competition
- 89. User Features CultureBenefits Price& Quality Use Class Innovators Competition
- 90. Associating cultural symbolswith a product or service to differentiate from competitors product User Features CultureBenefits Price & Quality Use Class Innovators Competition
- 91. The symbolic associationof Coca-Cola with a perceived American way of life was perhaps best epitomized by the U.S. soldier who supposedly said that he viewed his role in World War II, at least in part, as fighting for the right to drink Coke. User Features CultureBenefits Price & Quality Use Class Innovators Competition
- 92. User Features CultureBenefits Price& Quality Use Class Innovators Competition
- 93. Positioning itself asthe “worldwide local bank” which believes understanding one’s culture is important to maintain a good relationship with people in this globalised world. User Features CultureBenefits Price & Quality Use Class Innovators Competition
- 94. First Beef-lessand Pork-less menu. The Mayonnaise and all other sauces are egg- less. User Features CultureBenefits Price & Quality Use Class Innovators Competition
- 95. Through this ad, Camlinhas done the double job of trying to get people to register Camlin as a brand in their minds and presenting the product benefit (permanency) in a memorable way User Features CultureBenefits Price & Quality Use Class Innovators Competition
- 96. The primary objectiveof this branding exercise was to create a distinctive identity for the country. The campaign successfully established India as a high- end tourist destination, generating a 16% increase in tourist traffic in the first year. User Features CultureBenefits Price & Quality Use Class Innovators Competition
- 97. Associating with competitor’sproduct or service by comparison User Features CompetitionBenefits Price & Quality Use Class Innovators Culture
- 98. User Features CompetitionBenefits Price& Quality Use Class Innovators Culture
- 99. User Features CompetitionBenefits Price& Quality Use Class Innovators Culture
- 100. User Features CompetitionBenefits Price& Quality Use Class Innovators Culture
- 101. User Features CompetitionBenefits Price& Quality Use Class Innovators Culture
- 102. User Features CompetitionBenefits Price& Quality Use Class Innovators Culture
- 103. The commercial concludes thatRin is 'behtar' or superior to Tide, when it comes to whiteness, and at a 'chaunkane wala' price of Rs 25, at that. User Features CompetitionBenefits Price & Quality Use Class Innovators Culture
- 104. User Features CompetitionBenefits Price& Quality Use Class Innovators Culture
Editor's Notes
- #14 In this approach, the brand identifies and determines the target segement for which the product will be positioned. Many brand uses a model or a celebrity to position their product. The expectation are that a model or a celebrity is likely to influence the product’s image by reflecting their own image to it. For example:- Dabur Chyvanprash is positioned for all age groups. http://marketingpractice.blogspot.in/2008/11/brand-update-dabur-chyawanprash.html Actress Madhuri Dixit Nene has been signed as the brand ambassador of Dabur Chyawanprash, a healthcare product from the House of Dabur. ‘With its immunity strengthening properties, Dabur Chyawanprash protects my family from common day-to-day ailments,’ Madhuri, who has also judged dance reality show ‘Jhalak Dikhhla Jaa’, said in a statement. The soon-to-be launched campaign, featuring the ‘dhak dhak’ girl, will convey the message of providing three times more immunity to consumers and the role of the product in maintaining good health.
- #17 http://www.youtube.com/watch?v=CIstcyMLvjc
- #22 associate the product with its users or a class of users. Makes of casual clothing like jeans have introduced ‘designer labels’ to develop a fashion image. In this case the expectation is that the model or personality will influence the product’s image by reflecting the characteristics and image of the model or personality communicated as a product user. Lets not forget that Johnson and Johnson repositioned its shampoo from one used for babies to one used by people who wash their hair frequently and therefore need a mild people who wash their hair frequently and therefore need a mild shampoo. This repositioning resulted in a market share.
- #25 http://www.youtube.com/watch?v=KwVRNHrNDqU
- #27 We’re a very sharply focused brand. We’ve grown with this strategy of being sharply focused (on the youth). We don’t believe that being an inclusive brand helps us. The youth, our primary target audience, does not like things that are too kiddish or too old. We keep just one target audience in mind while defining or creating communication. And that’s been the strength of the brand.
- #30 Although this may be a successful way to indicate product superiority, consumers are generally more interested in what such features mean to them, that is, how they can benefit by the product.
- #32 External digital display to easily adjust controls Twin Cooling keeps food fresher Frost-free freshness Reversible Doors ENERGY STAR® Compliant More ice with an automatic ice maker 2-Minute Door Alarm
- #34 Simple & Compact Design Form matches function with a simple, uncluttered modern design. Spare and simple bar form with eye-catching colour contrast edging adds a touch of style. Unique scalloped surface back design provides better grip. Slim and compact dimensions make it easy to hold and carry, providing a nice, comfortable grip. Convenient & Easy to Use New rubber anti-dust keypad is both designed for utmost usability and offers a dust-resistance surface that keeps your handset clean and as good as new. Superior 4-way navigation key centralises all the most popular functions on the phone into one convenient place, easy to control and use. You’ll revel at how easy it is to access your important functions including call history and phone contacts -- press one button and you’re there. Comfortable Viewing Indulge in a large full-size screen in clear vivid colour -- what a contrast to the drab b&w offered by other entry-level phones. No need to compromise your viewing experience when you can enjoy a generously sized display that is more readable, more crisp in full living colour. Improved user interface with improved layout is easy to navigate and lets you move from screen to screen seamlessly. You’ll enjoy an extra energy boost from the more powerful battery that provides longer talk time and longer usage between recharges.
- #38 Most Used Putting the brand above competitors, based on specific brand attributes and customer benefit. Marketers identify positioning in respect of product characteristics that have been ignored by the competitor. Firms attempts to position their brands along with two or more characteristic simultaneously giving extra edge to the product from its rival and also helps increase the product’s life cycle.
- #40 Sensodyne works to relieve tooth sensitivity due to sensitive teeth and to provide lasting protection all day, every day when used as directed. If you have sensitive teeth, switching to a sensitivity toothpaste such as Sensodyne® toothpaste can make a big difference in not only your enjoyment of everyday life, but in your overall oral health.
- #44 Positioned as taking care of customer benefits as it started providing Satellite TV Entertainment System on the airplane.