Product positioning
•Download as PPTX, PDF•
4 likes•787 views
Product positioning refers to how a company presents and markets a product to differentiate it from competitors. It involves identifying key attributes that target customers value and want to be associated with. For example, Toyota positions itself on economy, Mercedes on luxury, and Porsche/BMW on performance. Proper positioning helps companies meet customer expectations, build loyalty, design effective promotions, attract different customer types, and strengthen their competitive position in the market. Regularly evaluating and adjusting positioning keeps the company's messaging aligned with customer needs and competitive offerings.
Report
Share
Report
Share
Recommended
Product decision
This document discusses product line decisions and the product life cycle. It defines a product and outlines the key decisions involved in forming and distributing a product, including product design, production, launch timing and product mix/line choices. It also explains the concept of the product life cycle and the typical stages of introduction, growth, maturity, saturation, and decline. Strategies for expanding, contracting or altering product lines are presented. Factors like market demand changes, competition, marketing influences, finances, and product attributes are noted as influencing product line decisions. The document uses examples and diagrams to illustrate product life cycle concepts.
Product decision
This document discusses product management and new product development. It defines a product, classifies products based on different factors, and describes levels of a product. It also discusses product line and mix decisions, factors influencing new product development, and the process for developing new products. The document notes that new product development is important for meeting changing demands but that new products can fail due to issues like weak distribution, insufficient marketing, higher costs, or defects.
product mix and product lines
This document discusses product mix and product lines. It defines a product mix as the set of all products offered for sale and explains how analyzing product mix dimensions can help businesses expand. It also discusses how product line analysis can help companies develop platforms to meet customer needs while lowering production costs. Key aspects of product line analysis are product length lines, which are influenced by company objectives, and product mix pricing, which involves finding a price mix that maximizes total profits.
Product positioning ppt
This presentation summarizes product positioning and the product positioning process. It introduces key concepts of positioning such as identifying a product's attributes and determining its place in the market based on customer needs and competitive pressures. The presentation also outlines the steps of the product positioning process, which includes defining the market, identifying product attributes, understanding customers and competitors, determining the product's market share and mind share, and examining the fit with the target market. Approaches to positioning discussed are using product characteristics or customer benefits, and price-quality approaches.
Physical distribution
This document discusses physical distribution and inventory control. Physical distribution includes all activities involved in moving goods from manufacturers to consumers, such as transportation, warehousing, and order processing. Inventory control determines what and how much inventory to keep in stock using techniques like economic order quantity and ABC analysis. Factors like customer service level, inventory costs, forecast accuracy, and distribution responsiveness determine optimal inventory levels.
Market Segmentation and Targeting
Market Segmentation and Targeting Prin. L. N. Welingkar Institute of Management Development & Research (WeSchool), Mumbai
The ppt explains the market segmentation process and bases. It also discusses the importance of segmentation. Marketing - Pricing
The document discusses pricing strategies, methods, and tactics. It provides an overview of how economists, accountants, customers, and marketers view price. Key factors that affect price are discussed such as costs, competition, demand, and objectives. Common pricing methods include market-based pricing using customer value and competitors' prices, and cost-based pricing using full costs, markups, and contributions. Pricing strategies aim to achieve objectives over the medium-long term and include skimming, penetration, leadership, and discrimination. Tactics are short term and include loss leaders, wars, and promotions. Demand elasticity measures responsiveness to price changes.
Product Positioning
Product positioning involves presenting a product's benefits to a targeted audience based on market research. It is important for marketers to understand customer needs and position their product accordingly based on competitors and key messages. To effectively position a product, marketers should 1) understand their target audience, 2) identify the product's features, 3) establish unique selling propositions, 4) know their competitors, 5) promote brands through advertising, and 6) maintain the brand position by meeting customer expectations. Possible competitive advantages include product differentiation, service differentiation, channel differentiation, people differentiation, and image differentiation.
Recommended
Product decision
This document discusses product line decisions and the product life cycle. It defines a product and outlines the key decisions involved in forming and distributing a product, including product design, production, launch timing and product mix/line choices. It also explains the concept of the product life cycle and the typical stages of introduction, growth, maturity, saturation, and decline. Strategies for expanding, contracting or altering product lines are presented. Factors like market demand changes, competition, marketing influences, finances, and product attributes are noted as influencing product line decisions. The document uses examples and diagrams to illustrate product life cycle concepts.
Product decision
This document discusses product management and new product development. It defines a product, classifies products based on different factors, and describes levels of a product. It also discusses product line and mix decisions, factors influencing new product development, and the process for developing new products. The document notes that new product development is important for meeting changing demands but that new products can fail due to issues like weak distribution, insufficient marketing, higher costs, or defects.
product mix and product lines
This document discusses product mix and product lines. It defines a product mix as the set of all products offered for sale and explains how analyzing product mix dimensions can help businesses expand. It also discusses how product line analysis can help companies develop platforms to meet customer needs while lowering production costs. Key aspects of product line analysis are product length lines, which are influenced by company objectives, and product mix pricing, which involves finding a price mix that maximizes total profits.
Product positioning ppt
This presentation summarizes product positioning and the product positioning process. It introduces key concepts of positioning such as identifying a product's attributes and determining its place in the market based on customer needs and competitive pressures. The presentation also outlines the steps of the product positioning process, which includes defining the market, identifying product attributes, understanding customers and competitors, determining the product's market share and mind share, and examining the fit with the target market. Approaches to positioning discussed are using product characteristics or customer benefits, and price-quality approaches.
Physical distribution
This document discusses physical distribution and inventory control. Physical distribution includes all activities involved in moving goods from manufacturers to consumers, such as transportation, warehousing, and order processing. Inventory control determines what and how much inventory to keep in stock using techniques like economic order quantity and ABC analysis. Factors like customer service level, inventory costs, forecast accuracy, and distribution responsiveness determine optimal inventory levels.
Market Segmentation and Targeting
Market Segmentation and Targeting Prin. L. N. Welingkar Institute of Management Development & Research (WeSchool), Mumbai
The ppt explains the market segmentation process and bases. It also discusses the importance of segmentation. Marketing - Pricing
The document discusses pricing strategies, methods, and tactics. It provides an overview of how economists, accountants, customers, and marketers view price. Key factors that affect price are discussed such as costs, competition, demand, and objectives. Common pricing methods include market-based pricing using customer value and competitors' prices, and cost-based pricing using full costs, markups, and contributions. Pricing strategies aim to achieve objectives over the medium-long term and include skimming, penetration, leadership, and discrimination. Tactics are short term and include loss leaders, wars, and promotions. Demand elasticity measures responsiveness to price changes.
Product Positioning
Product positioning involves presenting a product's benefits to a targeted audience based on market research. It is important for marketers to understand customer needs and position their product accordingly based on competitors and key messages. To effectively position a product, marketers should 1) understand their target audience, 2) identify the product's features, 3) establish unique selling propositions, 4) know their competitors, 5) promote brands through advertising, and 6) maintain the brand position by meeting customer expectations. Possible competitive advantages include product differentiation, service differentiation, channel differentiation, people differentiation, and image differentiation.
Pricing in marketing Management
This document discusses various pricing concepts and methods in marketing management. It defines key terms like price and pricing. It outlines common pricing objectives like maximizing profit and increasing market share. Some pricing policies are also mentioned like flexible pricing and bundle pricing. The document then describes the steps to set a price and various pricing methods such as mark-up pricing, perceived value pricing, going rate pricing, target return pricing, and break-even pricing. It concludes by listing several pricing strategies used in business.
Pricing
This presentation introduces the term pricing and briefly explains different types of pricing techniques
Product Decisions
The document discusses various concepts related to product decisions and new product development, including defining the core, basic, expected, and augmented levels of a product offering. It also outlines the stages of the product life cycle and marketing strategies at different stages. Additionally, it covers frameworks for classifying products and differentiating them, as well as the process for developing new products from idea generation to commercialization.
CONSUMER BEHAVIOUR INDUSTRIAL BUYING BEHAVIOUR
Introduction to Consumer Behaviour; Consumer Behaviour
and Marketing Strategy; Consumer Involvement – Levels
of involvement, and Decision Making
Consumer Decision Process – Stages in Decision Process,
Information Search Process; Evaluative Criteria and
Decision Rules, Consumer Motivation – Types of Consumer
Needs, Ways of Motivating Consumers. Information
Processing and Consumer Perception.
Consumer Attitudes and Attitude Change; Influence of
Personality and Self Concept on Buying Behaviour,
Psychographics and Lifestyles, Impuse Buying.
Diffusion of Innovation and Opinion Leadership, Family
Decision Making, Influence of Reference Group
Industrial Buying Behaviour– Process and factors, Models
of Consumer Behaviour – Harward Seth, Nicosia, E& D,
Economic Model; Introduction to Consumer Behaviour
Audit; Consumer Behaviour Studies in India
Branding
This document discusses branding, including its meaning, definition, types, process, challenges, importance, advantages, and disadvantages. Branding involves developing a name, symbol or design to represent a product or company and distinguish it from competitors. It creates an identity and emotional connection with customers. While branding can boost sales and loyalty, it also requires substantial costs and long-term marketing to establish a brand image over time. The document provides an overview of key aspects of effective branding for businesses.
Concept of Marketing
The document discusses different marketing concepts, including the production concept, product concept, and modern marketing concept. The production concept focuses on efficient production and mass distribution to achieve low costs. The product concept concentrates on building and selling high-quality products. Modern marketing integrates different functions like sales, advertising, and customer service to most effectively create and deliver customer value.
Market Segmentation ppt
This document discusses market segmentation. It defines market segmentation as dividing a market into distinct subgroups of customers according to needs, characteristics, or behaviors. The key goals of segmentation are to evaluate new business opportunities and craft successful marketing offers for specific customer segments. Segments should be identifiable, accessible, measurable, substantial, with unique needs, and durable. Common bases for segmentation include geographic, demographic, psychographic, and behavioral factors. The document also discusses market targeting, positioning, marketing strategies like undifferentiated vs differentiated vs concentrated marketing, and the goals of market segmentation for organizations.
Product line decisions & Product Life Cycle
Includes Product line decisions along with their relative importance. The concept of product life cycle is also depicted using apt examples.
Marketing Management Unit 2
UNIT - II: MARKET SEGMENTATION AND CONSUMER BEHAVIOR: Market
Segmentation, Targeting and Positioning, Segmenting Markets - Bases and Process, Market
Segmentation and Product Differentiation, Target Market Selection, Positioning —
Importance and Process of Marketing Research. Consumer Behavior; Consumer Markets and
Industrial Markets; Market measurement and forecasting. Marketing information system
(MkIS), Marketing research process.
Promotion mix
This document provides an overview of promotion mix strategies. It defines promotion as communicating with customers to inform them about a product and persuade them to purchase it. The document then discusses various promotion techniques including advertising, sales promotion, personal selling, publicity, direct marketing, and public relations. It provides details on each technique, such as the objectives and examples. The factors that influence a company's promotion mix are also reviewed.
Global Marketing
The document discusses various aspects of global marketing including defining global marketing, the global marketing environment, reasons for engaging in global marketing, what makes global marketing unique, and how government influences the marketing mix. Some key points include:
- Global marketing is the coordinated performance of marketing activities across countries to create exchanges that satisfy individual, organizational, and societal objectives.
- The global marketing environment consists of the economic, financial, political, cultural, and regional/global environments in each country, which affect how marketing is conducted.
- Firms engage in global marketing to survive and grow, diversify and improve competitiveness, capitalize on attractive markets, and operate in an increasingly global marketplace.
- Global marketing
Marketing - Product Portfolios
The Boston Matrix is a tool used to analyze a company's portfolio of products or business units. It categorizes products based on their relative market share and the market growth they operate in. This assigns them to one of four categories: stars, cash cows, question marks, and dogs. Stars have high market share in a high growth market and require investment. Cash cows have high share in a slow growth market and should be harvested. Question marks have low share in a fast market and require investment to determine their potential. Dogs have low share in a slow market and should be divested from or harvested. The matrix is useful but has limitations as it does not consider competitive dynamics or a product's life cycle over time.
Market segmentation presentation
The document discusses different types of market segmentation. It defines market segmentation as breaking buyers into internally similar but externally different groups. There are four main bases for segmentation: geographic, demographic, psychographic, and behavioral. Demographic segmentation divides the market based on variables like age, gender, income, occupation, and household size. Psychographic segmentation uses psychological attributes, lifestyles, and attitudes to develop behavioral profiles of customers. Behavioral segmentation focuses on factors like usage occasions, benefits sought, and brand loyalty.
Marketing Management Unit 3
Product management is an important organizational role that typically involves analyzing market conditions, laying out a product vision, and providing cross-functional leadership between different departments like engineering, sales, and marketing. The role spans both strategic and tactical activities. At its best, product management bridges gaps within a company to deliver unique customer value based on demands.
Product mix
1. A company's product mix consists of its various product lines and has four dimensions: width, length, depth, and consistency.
2. Product-mix decisions involve analyzing product lines, reviewing a market profile against competitors, and methods to extend product lines such as line stretching, line filling, and line modernizing/featuring/pruning.
3. Product-mix management is important for companies like Hindustan Unilever to effectively offer the right portfolio of products.
Product Positioning
Product positioning refers to activities undertaken by marketers to create and maintain value for their brand in customers' minds compared to competitors. Successful positioning has clarity on value proposition, consistency in quality and performance, and credibility/trustworthiness. For market leaders, reinforcing their first-mover advantage or introducing new brands to changing needs works. For followers, identifying unoccupied positions allows being first in customers' minds. Repositioning includes changing a product's image, modifying it for changing customer needs, targeting different market segments with the same product, or changing both product and target market. Pitfalls include under positioning by diluting ideas, over positioning by promoting an unrealistic image, confused positioning by changing strategies too much, doubtful positioning by promoting
Product life cycle
The document discusses the product life cycle (PLC) and strategies companies use at each stage. It notes that products pass through distinct stages of introduction, growth, maturity, and decline. During introduction, strategies focus on creating awareness and trial with high promotion at a premium price. Growth focuses on market share gains through distribution expansion, promotions, and price reductions. Maturity aims to maximize profits through diversification while defending market share. Decline entails cost cutting and milking remaining brand value. Strategies may also include market, product, or marketing program modifications to change a brand's course.
Channels of distribution
This document discusses channels of distribution and types of distribution channels. It defines channels of distribution as the path through which products move from production to consumption, connecting producers and consumers. There are direct and indirect channels. Indirect channels involve intermediaries and can be one, two, or three levels depending on how many intermediaries are involved. The choice of channel depends on factors like the product, market, company capabilities, competitors, and the business environment.
Nature and scope of marketing
Marketing is defined as the process of exploring, creating, and delivering value to satisfy customer needs for profit. It identifies unfulfilled customer needs and desires. Marketing incorporates activities from product development to distribution and involves studying customer behavior to create and maintain relationships. It is both a science, by following principles to study markets, and an art that anticipates human needs. Marketing encompasses economic, managerial, and social functions to efficiently exchange goods and services between producers and consumers.
Pricing methods and strategies
This document discusses various pricing strategies that businesses can use to set prices for their products and services. It identifies different types of pricing strategies such as price skimming, market penetration pricing, premium pricing, economy pricing, bundle pricing, value-based pricing, and dynamic pricing. It also discusses pricing methods that businesses use to calculate prices, including cost-oriented pricing which is based on the costs to produce and market a product, and market-oriented pricing which sets prices based on competitor prices.
Marketing mix product
The document discusses marketing mix strategies, focusing on product strategies. It defines the marketing mix as controllable variables including product, price, place, and promotion. For product strategies, it emphasizes that the product level should provide core, actual, and augmented benefits to customers. It provides examples of key product strategy considerations like product design, quality, features, branding, and how understanding customer benefits is essential to effective marketing.
Marketing obj. 3.02 -ppt_part_a
Marketers use positioning to distinguish their products from competitors in the marketplace. Positioning involves developing a marketing mix to influence how target customers perceive a brand. The objective is to position products to appeal to the target market's desires and perceptions, while using positioning to gain an advantage over competitors. Common bases for positioning include highlighting product attributes, associating with price or quality, unique uses, type of user, or competitive differences. Positioning strategies outline how a company will present its product and compete through influencing consumer perceptions, competitors, and responding to business environment changes using the marketing mix elements of product, price, place, and promotion.
More Related Content
What's hot
Pricing in marketing Management
This document discusses various pricing concepts and methods in marketing management. It defines key terms like price and pricing. It outlines common pricing objectives like maximizing profit and increasing market share. Some pricing policies are also mentioned like flexible pricing and bundle pricing. The document then describes the steps to set a price and various pricing methods such as mark-up pricing, perceived value pricing, going rate pricing, target return pricing, and break-even pricing. It concludes by listing several pricing strategies used in business.
Pricing
This presentation introduces the term pricing and briefly explains different types of pricing techniques
Product Decisions
The document discusses various concepts related to product decisions and new product development, including defining the core, basic, expected, and augmented levels of a product offering. It also outlines the stages of the product life cycle and marketing strategies at different stages. Additionally, it covers frameworks for classifying products and differentiating them, as well as the process for developing new products from idea generation to commercialization.
CONSUMER BEHAVIOUR INDUSTRIAL BUYING BEHAVIOUR
Introduction to Consumer Behaviour; Consumer Behaviour
and Marketing Strategy; Consumer Involvement – Levels
of involvement, and Decision Making
Consumer Decision Process – Stages in Decision Process,
Information Search Process; Evaluative Criteria and
Decision Rules, Consumer Motivation – Types of Consumer
Needs, Ways of Motivating Consumers. Information
Processing and Consumer Perception.
Consumer Attitudes and Attitude Change; Influence of
Personality and Self Concept on Buying Behaviour,
Psychographics and Lifestyles, Impuse Buying.
Diffusion of Innovation and Opinion Leadership, Family
Decision Making, Influence of Reference Group
Industrial Buying Behaviour– Process and factors, Models
of Consumer Behaviour – Harward Seth, Nicosia, E& D,
Economic Model; Introduction to Consumer Behaviour
Audit; Consumer Behaviour Studies in India
Branding
This document discusses branding, including its meaning, definition, types, process, challenges, importance, advantages, and disadvantages. Branding involves developing a name, symbol or design to represent a product or company and distinguish it from competitors. It creates an identity and emotional connection with customers. While branding can boost sales and loyalty, it also requires substantial costs and long-term marketing to establish a brand image over time. The document provides an overview of key aspects of effective branding for businesses.
Concept of Marketing
The document discusses different marketing concepts, including the production concept, product concept, and modern marketing concept. The production concept focuses on efficient production and mass distribution to achieve low costs. The product concept concentrates on building and selling high-quality products. Modern marketing integrates different functions like sales, advertising, and customer service to most effectively create and deliver customer value.
Market Segmentation ppt
This document discusses market segmentation. It defines market segmentation as dividing a market into distinct subgroups of customers according to needs, characteristics, or behaviors. The key goals of segmentation are to evaluate new business opportunities and craft successful marketing offers for specific customer segments. Segments should be identifiable, accessible, measurable, substantial, with unique needs, and durable. Common bases for segmentation include geographic, demographic, psychographic, and behavioral factors. The document also discusses market targeting, positioning, marketing strategies like undifferentiated vs differentiated vs concentrated marketing, and the goals of market segmentation for organizations.
Product line decisions & Product Life Cycle
Includes Product line decisions along with their relative importance. The concept of product life cycle is also depicted using apt examples.
Marketing Management Unit 2
UNIT - II: MARKET SEGMENTATION AND CONSUMER BEHAVIOR: Market
Segmentation, Targeting and Positioning, Segmenting Markets - Bases and Process, Market
Segmentation and Product Differentiation, Target Market Selection, Positioning —
Importance and Process of Marketing Research. Consumer Behavior; Consumer Markets and
Industrial Markets; Market measurement and forecasting. Marketing information system
(MkIS), Marketing research process.
Promotion mix
This document provides an overview of promotion mix strategies. It defines promotion as communicating with customers to inform them about a product and persuade them to purchase it. The document then discusses various promotion techniques including advertising, sales promotion, personal selling, publicity, direct marketing, and public relations. It provides details on each technique, such as the objectives and examples. The factors that influence a company's promotion mix are also reviewed.
Global Marketing
The document discusses various aspects of global marketing including defining global marketing, the global marketing environment, reasons for engaging in global marketing, what makes global marketing unique, and how government influences the marketing mix. Some key points include:
- Global marketing is the coordinated performance of marketing activities across countries to create exchanges that satisfy individual, organizational, and societal objectives.
- The global marketing environment consists of the economic, financial, political, cultural, and regional/global environments in each country, which affect how marketing is conducted.
- Firms engage in global marketing to survive and grow, diversify and improve competitiveness, capitalize on attractive markets, and operate in an increasingly global marketplace.
- Global marketing
Marketing - Product Portfolios
The Boston Matrix is a tool used to analyze a company's portfolio of products or business units. It categorizes products based on their relative market share and the market growth they operate in. This assigns them to one of four categories: stars, cash cows, question marks, and dogs. Stars have high market share in a high growth market and require investment. Cash cows have high share in a slow growth market and should be harvested. Question marks have low share in a fast market and require investment to determine their potential. Dogs have low share in a slow market and should be divested from or harvested. The matrix is useful but has limitations as it does not consider competitive dynamics or a product's life cycle over time.
Market segmentation presentation
The document discusses different types of market segmentation. It defines market segmentation as breaking buyers into internally similar but externally different groups. There are four main bases for segmentation: geographic, demographic, psychographic, and behavioral. Demographic segmentation divides the market based on variables like age, gender, income, occupation, and household size. Psychographic segmentation uses psychological attributes, lifestyles, and attitudes to develop behavioral profiles of customers. Behavioral segmentation focuses on factors like usage occasions, benefits sought, and brand loyalty.
Marketing Management Unit 3
Product management is an important organizational role that typically involves analyzing market conditions, laying out a product vision, and providing cross-functional leadership between different departments like engineering, sales, and marketing. The role spans both strategic and tactical activities. At its best, product management bridges gaps within a company to deliver unique customer value based on demands.
Product mix
1. A company's product mix consists of its various product lines and has four dimensions: width, length, depth, and consistency.
2. Product-mix decisions involve analyzing product lines, reviewing a market profile against competitors, and methods to extend product lines such as line stretching, line filling, and line modernizing/featuring/pruning.
3. Product-mix management is important for companies like Hindustan Unilever to effectively offer the right portfolio of products.
Product Positioning
Product positioning refers to activities undertaken by marketers to create and maintain value for their brand in customers' minds compared to competitors. Successful positioning has clarity on value proposition, consistency in quality and performance, and credibility/trustworthiness. For market leaders, reinforcing their first-mover advantage or introducing new brands to changing needs works. For followers, identifying unoccupied positions allows being first in customers' minds. Repositioning includes changing a product's image, modifying it for changing customer needs, targeting different market segments with the same product, or changing both product and target market. Pitfalls include under positioning by diluting ideas, over positioning by promoting an unrealistic image, confused positioning by changing strategies too much, doubtful positioning by promoting
Product life cycle
The document discusses the product life cycle (PLC) and strategies companies use at each stage. It notes that products pass through distinct stages of introduction, growth, maturity, and decline. During introduction, strategies focus on creating awareness and trial with high promotion at a premium price. Growth focuses on market share gains through distribution expansion, promotions, and price reductions. Maturity aims to maximize profits through diversification while defending market share. Decline entails cost cutting and milking remaining brand value. Strategies may also include market, product, or marketing program modifications to change a brand's course.
Channels of distribution
This document discusses channels of distribution and types of distribution channels. It defines channels of distribution as the path through which products move from production to consumption, connecting producers and consumers. There are direct and indirect channels. Indirect channels involve intermediaries and can be one, two, or three levels depending on how many intermediaries are involved. The choice of channel depends on factors like the product, market, company capabilities, competitors, and the business environment.
Nature and scope of marketing
Marketing is defined as the process of exploring, creating, and delivering value to satisfy customer needs for profit. It identifies unfulfilled customer needs and desires. Marketing incorporates activities from product development to distribution and involves studying customer behavior to create and maintain relationships. It is both a science, by following principles to study markets, and an art that anticipates human needs. Marketing encompasses economic, managerial, and social functions to efficiently exchange goods and services between producers and consumers.
Pricing methods and strategies
This document discusses various pricing strategies that businesses can use to set prices for their products and services. It identifies different types of pricing strategies such as price skimming, market penetration pricing, premium pricing, economy pricing, bundle pricing, value-based pricing, and dynamic pricing. It also discusses pricing methods that businesses use to calculate prices, including cost-oriented pricing which is based on the costs to produce and market a product, and market-oriented pricing which sets prices based on competitor prices.
What's hot (20)
Similar to Product positioning
Marketing mix product
The document discusses marketing mix strategies, focusing on product strategies. It defines the marketing mix as controllable variables including product, price, place, and promotion. For product strategies, it emphasizes that the product level should provide core, actual, and augmented benefits to customers. It provides examples of key product strategy considerations like product design, quality, features, branding, and how understanding customer benefits is essential to effective marketing.
Marketing obj. 3.02 -ppt_part_a
Marketers use positioning to distinguish their products from competitors in the marketplace. Positioning involves developing a marketing mix to influence how target customers perceive a brand. The objective is to position products to appeal to the target market's desires and perceptions, while using positioning to gain an advantage over competitors. Common bases for positioning include highlighting product attributes, associating with price or quality, unique uses, type of user, or competitive differences. Positioning strategies outline how a company will present its product and compete through influencing consumer perceptions, competitors, and responding to business environment changes using the marketing mix elements of product, price, place, and promotion.
Brand Positioning .pdf
This document discusses branding and positioning strategies. It defines what a brand is and lists common brand elements. It then defines positioning as designing a company's offering and image to have a distinctive place in the target market's mind. The document outlines various positioning strategies such as quality, value/price, benefit, demographic, competitor, and cultural symbol positioning. It provides examples of each and discusses how to identify differentiating factors and communicate the brand's values. Overall, the document provides an overview of common branding and positioning concepts, tactics, and best practices.
Brand positioning
This document discusses various strategies for positioning a brand, including:
- Quality positioning - Focusing on a specific area of quality or expertise to differentiate from competitors.
- Value/price positioning - Emphasizing either a high-end or value-priced offering while ensuring quality.
- Benefit positioning - Highlighting the unique benefits of a product or service to appeal to consumer needs.
- Demographic positioning - Targeting brands towards specific age groups or genders.
- Competitor positioning - Establishing superiority by directly comparing to other similar brands.
- Cultural symbol positioning - Leveraging cultural icons to associate the brand with certain attributes.
Brand positioning
This document discusses various strategies for positioning a brand, including:
- Quality positioning - Focusing on a specific area of quality or expertise to differentiate from competitors.
- Value/price positioning - Emphasizing either a high-end or value-priced offering while ensuring quality.
- Benefit positioning - Highlighting the unique benefits of a product or service to appeal to consumer needs.
- Demographic positioning - Targeting brands towards specific age groups or genders.
- Competitor positioning - Establishing superiority by directly comparing to other similar brands.
- Cultural symbol positioning - Leveraging cultural icons to associate a brand with certain values.
How to position a brand powerfully 04 11-2013
This document provides an overview of how to effectively position a brand. It discusses that positioning is creating a perception or image in the consumer's mind to make a brand appear different and better than competitors. Key aspects of positioning include developing a sustainable competitive advantage by managing consumer perceptions through strategic activities rather than tactics. Effective positioning strategies discussed include focusing on benefits, problem-solving, competition, corporate reputation, target users, causing emotions, value, and personality. Combining multiple positioning strategies is most effective. Proper positioning requires understanding target audiences, competitors, and clearly communicating points of difference and reasons to believe the brand's claims.
Product positioning & competitive advantage
Here are the answers to the questions:
1. Positioning is not over at one stroke. It is an ongoing process that requires continuous monitoring and refinement based on market feedback.
2. Positioning is not an afterthought. It needs to be planned from the beginning as an integral part of the marketing strategy.
3. Positioning is deciding how to communicate the differentiation to the target audience. Differentiation is having actual attributes that set the product apart, while positioning is communicating those attributes strategically.
4. Positioning is broader than just advertising. Advertising is one element of the promotional mix to communicate the position. Positioning also involves other elements like packaging, pricing etc.
5. Yes, an
Segmentation Targeting Positioning
There are five criteria that segments must meet to be effective: measurable, accessible, substantial, differentiable, and actionable. Target marketing can be carried out at several levels from undifferentiated to micromarketing. Positioning is designing a company's offering and image to occupy a distinctive place in the target market's mind through value propositions. Communicating and delivering the chosen positioning strategy requires coordinating all aspects of the marketing mix.
Product branding
Some information about Product Branding, their pros and cons along with their objectives and their SWOT analysis.
Advance marketing management
This document discusses product strategy and new product development. It begins by defining what a product is and outlines the five levels of product potential: core, basic, expected, augmented, and potential. It then discusses elements of an effective product strategy, including defining the target market, product, value proposition, pricing, and distribution. The document emphasizes determining customer needs and problems to solve. It also discusses product mix and analyzing a company's ability to exploit opportunities in its industry or market. The goal of product strategy is to focus a company and guide new product releases.
MARKETING-CH5
Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers
Positioning
The document discusses various methods of positioning products and brands. It defines positioning as how potential buyers perceive a product. There are several elements to consider for positioning including the product itself, the company that produces it, competitors, and consumers. Positioning methods depend on the type of product, whether it's an impulse good, daily use item, specialty item, or consumer durable. Examples of positioning techniques include associating a product with specific attributes, price/quality, use or application, product class, user, competitor, or cultural symbols.
Marketingmix 1
The document discusses the marketing mix principles known as the 4 P's - product, price, place, and promotion. It explains that these controllable variables must be carefully managed to meet the needs of the target group. The marketing mix involves analyzing product strategies like design and packaging, price strategies, place strategies for distribution, and promotion strategies. An effective marketing mix offers the right combination of the 4 P's to improve marketing results.
Marketing - Brand Positioning
Brand positioning aims to make a brand distinct in customers' minds relative to competitors. Companies emphasize distinguishing features or create a suitable image through advertising. Once positioned, it is difficult to reposition without losing credibility. Successful positioning requires elements like uniqueness, importance to customers, being communicable, understandable, and sustainable through marketing efforts. Companies employ strategies like emphasizing attributes, benefits, applications, user groups, comparisons, or different categories. Brand alliances allow two brands to cooperate, helping penetrate new markets through industrial cooperation or joint promotions. Proper positioning can help brands achieve market success through brand association with leaders or differentiation with new attributes.
CASE STUDY.KP
Unique luggages has faced increased competition after decades as the leader in the moulded luggage market. To defend its position, it has implemented strategies including continuing product augmentation, proliferating low-priced models, trade pushes and sales promotions, and expansion and diversification. While these strategies help, the company could also consider market integration, test markets, a total market strategy, first entry markets, product repositioning, and product design strategies to better adapt to changes. Suggestions include setting up a creative team, more advertising/research, recruiting talent, experimenting, and improving branding.
Product and Brand Management unit - 1
This document discusses product and brand management. It defines key concepts like product, branding, product mix, product lines, packaging, and brand positioning. It also discusses brand equity and best practices for brand management, including focusing on customer experience, nurturing brand advocates, and using social media to engage customers. The overall content provides an overview of developing, managing, and strengthening products and their associated brands.
Brand equity.docx
This document discusses brand equity and how it is created and measured. It defines brand equity as the total value provided by a brand and discusses how brands can build equity through strong brand awareness, positive customer perceptions and associations, loyalty, and experience. It provides examples of brands with high equity like Apple, Coca-Cola, and Porsche. Brand equity is measured using tools that assess brand strength, differentiation, relevance, esteem and knowledge. Developing strong, favorable and unique brand associations over time is key to building brand equity.
Ayesha Ahmed - Brand Resonance and the Brand Value Chain BM Lecture 5 6_0132...
Ayesha Ahmed - Brand Resonance and the Brand Value Chain BM Lecture 5 6_013213.pptx
Branding challenges and opportunities
The document discusses several challenges and opportunities related to branding. It outlines 6 key challenges: 1) a shift from long-term strategy to short-term tactics, 2) a shift from advertising to promotions, 3) the growth of online shopping, 4) opportunities from new technologies, 5) more sophisticated buyers, and 6) the growth of corporate branding. It also discusses the importance of branding and maintaining key branding concepts like a clear brand promise, defining brand attributes, and establishing a brand personality. Strong brands build loyalty by consistently meeting customer expectations.
Similar to Product positioning (20)
Ayesha Ahmed - Brand Resonance and the Brand Value Chain BM Lecture 5 6_0132...
Ayesha Ahmed - Brand Resonance and the Brand Value Chain BM Lecture 5 6_0132...
Recently uploaded
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
PickUp_conversational AI_Capex, Inc._20240610
PickUp, Improve conversions with scenario-based conversational AI.
How To Navigate AI - The Future is Yours to Define - Tim Hayden
How To Navigate AI - The Future is Yours to Define - Tim HaydenDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
How to Use AI to Write a High-Quality Article that Ranks
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.Grow Your Business Online: Introduction to Digital Marketing
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
Podcast, The New Marketing Currency - Ozeal Debastos
Podcast, The New Marketing Currency - Ozeal DebastosDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Journey of amplification and buzz creation through podcast marketing, appealing to brands and marketers looking to expand their reach.Mastering The Best Restaurant Advertising Campaigns Detailed Guide
A guide for making the Best Restaurant Advertising Campaigns with demographics, data analytics, and digital advertising for measurable results.
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.Etsy Marketing Guide - Tips For Selling Digital Products
This guide is for those who are selling digital products on Etsy platform.
Growth Marketing in 2024 - Randy Rayess, Outgrow
Growth Marketing in 2024 - Randy Rayess, OutgrowDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing gameWTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
No Cookies, No Problem - Steve Krull, Be Found Online
No Cookies, No Problem - Steve Krull, Be Found OnlineDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"Gokila digital marketing| consultant| Coimbatore
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
Breaking Silos To Break Bank: Shattering The Divide Between Search And Social
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
Top digital marketing institutein noida
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Mastering Your Online Visibility - Fernando Angulo
Mastering Your Online Visibility - Fernando AnguloDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis YuDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.How to Kickstart Content Marketing With A Small Team - Dennis Shiao
How to Kickstart Content Marketing With A Small Team - Dennis ShiaoDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assetsRecently uploaded (20)
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
How To Navigate AI - The Future is Yours to Define - Tim Hayden
How To Navigate AI - The Future is Yours to Define - Tim Hayden
Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
How to Use AI to Write a High-Quality Article that Ranks
How to Use AI to Write a High-Quality Article that Ranks
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Grow Your Business Online: Introduction to Digital Marketing
Grow Your Business Online: Introduction to Digital Marketing
Podcast, The New Marketing Currency - Ozeal Debastos
Podcast, The New Marketing Currency - Ozeal Debastos
Mastering The Best Restaurant Advertising Campaigns Detailed Guide
Mastering The Best Restaurant Advertising Campaigns Detailed Guide
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Etsy Marketing Guide - Tips For Selling Digital Products
Etsy Marketing Guide - Tips For Selling Digital Products
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
No Cookies, No Problem - Steve Krull, Be Found Online
No Cookies, No Problem - Steve Krull, Be Found Online
Breaking Silos To Break Bank: Shattering The Divide Between Search And Social
Breaking Silos To Break Bank: Shattering The Divide Between Search And Social
Mastering Your Online Visibility - Fernando Angulo
Mastering Your Online Visibility - Fernando Angulo
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis Yu
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
Product positioning
- 1. PRODUCT POSITIONING BY: - SUMIT SHARMA
- 2. Positioning Positioning: The process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization.
- 3. Product Positioning Product Positioning: refers to the way in which the product or service is presented to the market. The factors in positioning the products could be: performance, quality, packaging, price, characteristics, and more. Example: Toyota is positioned on economy. Mercedes positioned on luxury. Porsche and BMW on performance. Volvo positioned on safety. In all the above four stated examples, the product is car. But each company is positioning their product in a different way.
- 4. Product Positioning Some other products and how they are positioned in the market:- Dettol Soap: - Antiseptic soap, Maggie noodles: - Instant food, Dove: - Beauty soap, Pepsi: - Soft drink for fun, Diet Pepsi: - Less sugar, Axe: - Sexual attraction.
- 5. Importance of product positioning To Make Entire Organization Market- oriented: It concerns with identifying superior aspects of product and matching them with consumers more effectively than competitions.
- 6. Importance of product positioning To Meet Expectation of Buyers: Generally, the advantages to be communicated are decided on the basis of expectations of the target buyers. So, product positioning can help realize consumers’ expectations.
- 7. Importance of product positioning To Promote Consumer Goodwill and Loyalty: Systematic product positioning reinforces the company’s name, its product and brand. It popularizes the brand. The company can create goodwill and can win customer loyalty.
- 8. Importance of product positioning To Design Promotional Strategy: More meaningful promotional program can be designed. Based on what advantages are to be communicated, appropriate means are selected to promote the product.
- 9. Importance of product positioning To Win Attention and Interest of Consumers: Product positioning signifies those advantages that are significant to consumers. When such benefits are promoted through suitable means of advertising, it definitely catches the interest and attention of consumers.
- 10. Importance of product positioning To Attract Different Types of Consumers: Consumers differ in terms of their expectations from the product. Some want durability; some want unique features; some want novelty; some wants safety; some want low price; and so on. A company, by promoting different types of competitive advantages, can attract different types of buyers.
- 11. Importance of product positioning To Face Competition: This is the fundamental use of product positioning. Company can respond strongly to the competitors. It can improve its competitive strength.
- 12. Importance of product positioning To Communicate New Feature Added Later on: When a company changes qualities and/or features of the existing products, such improvements can be positioned against products offered by the competitors. Product positioning improves competitive strength of a company. Normally, consumers consider product advantages before they buy it. So, product positioning proves superiority of company’s offers over competitors. It may also
- 13. Thank you