The document discusses product positioning strategies, which involve designing a product's image and value in the mind of consumers in relation to competitors, and outlines various positioning approaches such as by product attributes, price/quality, use, class of user, or cultural symbols. It also identifies criteria for successful positioning like clarity, consistency, credibility, and competitiveness through unique selling propositions.

1. PRODUCT POSITIONING AND ITS STRATEGIES
PRESENTED TO -: PRESENTED BY -:
Prof. Ravneet Kaur Ms. Palvi Vohra
Assistant Professor Class Roll No-: 4506
Department of Commerce Uni. Roll No-:21761718702

2. INTRODUCTION
A Product may be defined as a set of tangible, intangible and associate
attributes capable of being exchanged for a value with the ability to satisfy
consumer and business needs. Its anything that can be offered to market to
satisfy the needs or wants of the consumer.
In words of PHILIP KOTLER ,”A Product is anything that can be offered to a
market for attention, acquisition, use or consumption. It includes physical
objects, services, places, organizations and ideas.”

3. PRODUCT POSITIONING
Product positioning is a creative exercise tried with every existing
product. Product positioning is not what you do to a product;
positioning is what you do to the mind of a prospect. It is an attempt to
project refined or revised product image in the market than one that
has been prevailing.
In words of PHILIP KOTLER,” Positioning is the act of designing the
company’s image and value offer so that the segment’s customers
understand and appreciate what the company stands for in relation to
its competitors.”

5. WHY PRODUCT POSITIONING ?
1. To make entire organization market oriented.
2. To cope with market changes.
3. To meet expectations of buyers.
4. To promote consumer goodwill and loyalty.
5. To design promotional strategy.
6. To win attention and interests of consumers.
7. To attract different types of customers.
8. To meet competition.
9. To introduce new products successfully.
10. To communicate new and varied feature added later on.

6. STEPS TO PRODUCT POSITIONING
Know your target audience well.
Identify the product features.
Unique selling propositions.
Know your competitors.
Ways to promote brands
Maintain the position of the brand.

7. TYPES OF POSITIONING STRATEGY

8. 1. By Product Attributes and Benefits
Strategy consists in associating an object with product characteristic and
customer benefits.
Example-: Diet Coke positioned itself for low calorie.

9. 2. By Price and Quality
Certain product categories where high price is automatically associated with
quality or where low price is often considered synonymous with inferior
quality.
Examples-: Rolex (High price) ; Nirma washing powder (Low price)

10. 3. By Use and Application
Associating the product with a specific use,
Examples-: Vicks VapoRub used during cold and flu.

11. 4. By Product Class
Some brands need to compete against products of similar class.
Examples-: For CD Players- Cassette Players, MP3 players all are possible
competitions.

12. 5. By Product User
Strategy of associating the product with the particular type or class of users.
Examples-: AXE targets men Specifically the youth.

13. 6. By Competitor
Positioning strategy consists in making consumers think that your brand is better
than, or as good as the competitors.
Examples-: Onida TV – “ Neighbour’s Envy, Owners Pride”.

14. 7. By Cultural Symbols
Positioning strategy consists in identifying something that is very meaningful to
people.
Examples-: Maharajah of Air India has become a world figure.
It lays emphasis on the royal Indian Comfort.

15. CRITERIA FOR A SUCCESSFUL POSITIONING
1. Clarity -: value proposition which they are going to serve
to target customers.
2. Consistency -: first year quality of service ; second year
product performance.
3. Credibility -: believability and trustworthiness.
4. Competitiveness -:unique selling propositions (USPs).

16. LIMITATION OF THE STUDY
 Time and cost constraint.
 Based on assumptions.
 Not absolute truth.
 Busy nature of the respondents.
 Lack of resources.
 Less reliable data.
 Less experience in research work.