This ppts describes the application of traditional method of segmentation, targeting & positioning in the digital arena and tools that are used for STP
Customer Driven Market Strategy is comprised of 3 main functions of Marketing management. This is STP which Segmentation, Targeting and Positioning. Marketing is about building profitable customer relationship by providing superior customer value as well as satisfaction.
Made by Me and designed by my respectable team members.
Addressing Competition and Driving Growth. Presentation Sebagai kelengkapan pengerjaan Tugas Besar satu, mata kuliah Strategic Marketing. Universitas Mercu Buana Program Studi Magister Management. Kampus Warung Buncit
This ppts describes the application of traditional method of segmentation, targeting & positioning in the digital arena and tools that are used for STP
Customer Driven Market Strategy is comprised of 3 main functions of Marketing management. This is STP which Segmentation, Targeting and Positioning. Marketing is about building profitable customer relationship by providing superior customer value as well as satisfaction.
Made by Me and designed by my respectable team members.
Addressing Competition and Driving Growth. Presentation Sebagai kelengkapan pengerjaan Tugas Besar satu, mata kuliah Strategic Marketing. Universitas Mercu Buana Program Studi Magister Management. Kampus Warung Buncit
‘Accounting Mechanics’ shows us how Accountants collect and record accounting data for preparation of principal financial statements required by GAAP.
Learn the basics of Accounting Mechanics bought to you by Welingkar’s Distance Learning Division.
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21-24 Nisan 2012 tarihlerinde Cezayir İş Gezisine katılacak olan üyelerimizin dosyayı indirerek doldurmaları ve formun altında yazılı olan mail adresine göndermeleri önemle rica olunur.
Projenin Adı:
İşletmelerin Dış Ticaret Kabiliyetlerini Yabancı Uyruklu Öğrenciler İle Geliştirme Projesi
Projenin Özeti:
Üye işletmelerimizin ve bölgedeki KOBİ'lerin dış ticaret kabiliyetlerini ve rekabet gücünü arttırabilme doğrultusunda Kocaeli iline önlisans, lisans, lisansüstü ve doktora öğrenimi görmek üzere gelen yabancı uyruklu öğrencilerden bir kısmının iş dünyasına entegrasyonu sağlanacak faaliyetlerin planlanması ve uygulanmasıdır.
KİRA GURU CEO'su Sayın Doğan RAZON'un 5 Aralık 2012 tarihinde İstanbul Maslak Sun Plaza | Sun Plus Toplantı Merkezinde SATIŞ - SALES grubuna yaptığı sunum.
Market segmentation:
It is the process of dividing a broad consumer or business market, normally consisting of existing and potential customers, into sub-groups of consumers (known as segments) based on some type of shared characteristics such as shared needs, common interests, similar lifestyles or even similar demographic profiles.
Pricing strategies:
Good pricing strategy helps you determine the price point at which you can maximize profits on sales of your products or services. When setting prices, a business owner needs to consider a wide range of factors including production and distribution costs, competitor offerings, positioning strategies and the business’ target customer base.
Consumer Adoption Process:
The Consumer Adoption Process is a 5 step mental process by which all the customers/ consumer go through while adopting a product from learning about a new product to becoming a happy loyal user of that product or to decline/reject the product completely. The process of a consumer of moving from a cognitive state toward the emotional state and finally reaching towards the behavioral or conative state is another way to explain Consumer Adoption Process.
Buyer decision making process:
The customer buying process (also called a buying decision process) describes the journey your customer goes through before they buy your product.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Taurus Zodiac Sign_ Personality Traits and Sign Dates.pptxmy Pandit
Explore the world of the Taurus zodiac sign. Learn about their stability, determination, and appreciation for beauty. Discover how Taureans' grounded nature and hardworking mindset define their unique personality.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...Kumar Satyam
According to TechSci Research report, “India Orthopedic Devices Market -Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030”, the India Orthopedic Devices Market stood at USD 1,280.54 Million in 2024 and is anticipated to grow with a CAGR of 7.84% in the forecast period, 2026-2030F. The India Orthopedic Devices Market is being driven by several factors. The most prominent ones include an increase in the elderly population, who are more prone to orthopedic conditions such as osteoporosis and arthritis. Moreover, the rise in sports injuries and road accidents are also contributing to the demand for orthopedic devices. Advances in technology and the introduction of innovative implants and prosthetics have further propelled the market growth. Additionally, government initiatives aimed at improving healthcare infrastructure and the increasing prevalence of lifestyle diseases have led to an upward trend in orthopedic surgeries, thereby fueling the market demand for these devices.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
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Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
As a business owner in Delaware, staying on top of your tax obligations is paramount, especially with the annual deadline for Delaware Franchise Tax looming on March 1. One such obligation is the annual Delaware Franchise Tax, which serves as a crucial requirement for maintaining your company’s legal standing within the state. While the prospect of handling tax matters may seem daunting, rest assured that the process can be straightforward with the right guidance. In this comprehensive guide, we’ll walk you through the steps of filing your Delaware Franchise Tax and provide insights to help you navigate the process effectively.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
2. Babasabpatilfreepptmba.com
What is market segmentation?What is market segmentation?
Market Segmentation
Process of dividing a large market into
smaller target markets, or customer
groups with similar needs and/or
desires
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3. According to Philip kotler :
“ Market segmentation is sub-dividing a
market into distinct and homogeneous
subgroups of customers, where any group
can conceivably be selected as a target
market to be met with distinct marketing
mix.”
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4. Market SegmentationMarket Segmentation
MS is a method of “dividing a market
(Large) into smaller groupings of
consumers or organizations in which each
segment has a common characteristic such
as needs or behaviour.”
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5. CONCEPT AND DEFINITIONCONCEPT AND DEFINITION
The concept of market segment is based on
the fact that the market of commodities are
not homogeneous but they are
heterogeneous. Market represent a group
of customer having common
characteristics but two customer are never
common in their nature, habits, hobbies
income and purchasing techniques.
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6. Babasabpatilfreepptmba.com
Target MarketingTarget Marketing
Advantages
Easier analysis of potential and actual
consumers
Tailoring of products to market
Assessment of demand potential
Identify competing products
Increased sales effectiveness and cost
efficiencies
Product positioning and easy identification
of opportunities
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7. Babasabpatilfreepptmba.com
Target MarketingTarget Marketing
Disadvantages
Increased marketing costs
Personalization can become
burdensome to manage
Faux segmentation may be viewed
cynically
Narrow segmentation can impact
brand loyalty
Ethics and stereotyping issues
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8. Babasabpatilfreepptmba.com
Target Market SelectionTarget Market Selection
Identify Total Market
Determine Need for
Segmentation
Determine Bases for
Segmentation
Profile Each Selected
Segment
Assess Potential
Profitability of Segment
and Select Target Segment
Select Positioning
Strategy
Develop and Implement
Appropriate Marketing Mix
Monitor, Evaluate and
Control2/13/2014
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10. Babasabpatilfreepptmba.com
Levels of Market SegmentationLevels of Market Segmentation
Mass
Market
Niche Micro-
marketing The
Individual
Personal-
izationMicro-
marketingNicheStandardized
Marketing
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11. 1. Mass Market1. Mass Market
Consists of a group of customers
who share a similar set of needs
and wants.
Identifiable Group with in a
Market with Similar
• Wants
• Purchasing Power
• Geographical Location
• Buying Attitudes
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12. 2. NICHE MARKETING2. NICHE MARKETING
Group of customers seeking a distinctive mix of benefits who are ready to
pay extra premium.
Niche = segment sub – segments
Eg. Washing detergents hard & gentle washes . Surf excel for tough stains (
hard on clothes) & Ezee from Godrej for delicate clothes.
--- Astha , Sanskar , Q TV – focus on religion & spiritualism.
DISTINCT NEEDS
PAY PREMIUM
SPECIALIZATION
LESS COMPETITION
POTENTIAL
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14. 3. Micro Market3. Micro Market
Marketing programs tailored to the needs & wants of
local customer groups in trading areas, neighborhoods ,
etc.
this trend is called grass roots marketing.
Ex. – Spiderman 3 was released in 5 different language in
India including bhojpuri.
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15. 4. INDIVIDUAL MARKETING4. INDIVIDUAL MARKETING
Ultimate segmentation – segments of 1 or customized
marketing or one to one marketing.
Customerization – empower the consumers to design the
product or service offering of their choice.
Dell- Customerization (Computers)
Ex. Paint companies have started doing this- Asian Paint ,
Nerolac , Berger Paints
Arvind mills launched Ruff’n Tuff Jeans, branded ready – to –
stitch2/13/2014 Babasabpatilfreepptmba.com
23. Babasabpatilfreepptmba.com
Light Users
80%
Light Users
80%
Heavy Users
20%
Heavy Users
20%
Behavior/Usage SegmentationBehavior/Usage Segmentation
Markets can be segmented by how often or how
heavily consumers use a specific product
80/20 Principle - 80% of revenue generated by 20%
of customers
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24. Conti…Conti…
Occasions: Special Occasions, Holiday, Seasonal
Benefits: Quality, Service, Economy, Convenience,
Speed
User Status: Nonuser, ex-user, potential user, first-
time user, regular user
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25. Babasabpatilfreepptmba.com
Segmenting Business MarketsSegmenting Business Markets
Demographic:
1. Industry: Which industries should we
serve?
2. Company size: What size companies
should we serve?
3. Location: What geographical area
should we serve.
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26. Conti…Conti…
Operating Variable:
1.Technology:What customer technologies
should we focus on?
2. User or nonuser status: Should we serve
heavy users, medium users, light users, or
non-users
3. Customer Capabilities: Should we serve
customers needing many or few services
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27. Conti…Conti…
Purchasing Approaches
1. Purchasing-function organization: Should we serve
companies with highly centralized or decentralized
purchasing organization?
2. Power Structure: Should we serve companies that
are engineering dominated, financially dominated and
so on?
3. Nature of Existing Relationship: Should we serve
companies with which we have strong relationships or
simply go after the most desirable companies
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28. 4. General Purchase Policies: Should we serve companies that
prefer leasing? Service contract? Systems purchase? Sealed
Bidding?
5. Purchasing Criteria: Should we serve companies that are
seeking quality? Service Price?
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29. Situational Factors:
1. Urgency: Should we serve companies that need
quick and sudden delivery or service?
2. Specific Applications: Should we focus on certain
applications of our products rather than all
applications?
3. Size of Order: Should we focus on large or small
orders?2/13/2014 Babasabpatilfreepptmba.com
30. Personal Characteristics
1. Buyer-seller Similarity: Should we serve
companies whose people and values are similar to
ours?
2. Attitude Towards Risk: Should we serve risk-
taking or risk-avoiding customers?
3. Loyalty: Should we serve companies that show high
loyalty to their suppliers?
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31. Babasabpatilfreepptmba.com
Segmenting Global MarketsSegmenting Global Markets
Economic
Stage of development in a host country
Political/Legal
Regulations and laws
Cultural
Language barriers, differences in
consumer customs
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32. Requirements for Effective SegmentationRequirements for Effective Segmentation
MeasurableMeasurable
SubstantialSubstantial
AccessibleAccessible
DifferentiableDifferentiable
ActionableActionable
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33. 1. Measurable
Size, purchasing power, and profile of segment
2. Accessible
Can be reached and served
3. Substantial
Large and profitable enough to serve
4. Differentiable
Respond differently
5. Actionable
Effective programs can be developed
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34. Evaluating and Selecting the Market SegmentsEvaluating and Selecting the Market Segments
Through concentrated
marketing, the firm gains a
strong knowledge of the
segment’s needs and achieves a
strong market presence.
Firms enjoys operating
economies through a strong
Specializing its production,
distribution and promotion
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35. Conti…Conti…
A firm selects a number of
segments, each objectively
attractive and appropriate.
There may be little or no
synergy among the segments,
but each promises to be a
moneymaker. This multi
segment strategy has the
advantage of diversifying the
firm’s risk
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36. The firm makes a certain
product that it sells to several
different segments. Ex: A
microscope manufacturer who
sells to university,
government, and commercial
laboratories. The firms makes
different microscopes for the
different customers groups &
build a strong reputation in the
specific product area
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37. The firm concentrates on
serving many needs of a
particular group. Ex: A
firm that sells an
assortment of products
only to university
laboratories.
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38. The firm attempts to serve all
customers groups with all the
products they might need. Only very
large firms such as IBM (Computer
Market), GM (Vehicle Market),
Coco-Cola can undertake a full
market coverage strategy.
Can cover whole market in to two broad
ways:
1. Un-differentiated Marketing (coco
cola )
2. Differentiated Marketing (HUL
soaps)2/13/2014 Babasabpatilfreepptmba.com
39. Choosing and implementing Positioning
Strategy
Choosing and implementing Positioning
Strategy
Differentiation through:
Product attributes - characteristics as a
positioning base
Product usage - positioning based on a
products typical use
Product Position: The way the products is
defined by consumers on important attributes-the
place the product occupies in consumer’s minds
relative to competing products
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40. Identifying Possible Value Differences and
Competitive Advantage
Competitive Advantage: An advantage over
competitors gained by offering greater customer
value, either through lower prices or by
providing more benefits that justify higher
prices
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41. Choosing the Right Competitive AdvantagesChoosing the Right Competitive Advantages
1. How Many Differences to Promote (USP)
2. Which Difference to Promote
Important: The difference delivers a highly valued
benefit to target buyers
Distinctive: Competitors do not offer the differences
Superior: Superior to other ways that customers
might obtain the same benefit.
Communicable: The Difference is communicable
and visible to buyers
Preemptive: Competitors cannot easily copy the
differences2/13/2014 Babasabpatilfreepptmba.com
42. Conti….Conti….
Affordable: Buyers can afford to pay for the
differences
Profitable: The company can introduce the
difference profitability
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43. Babasabpatilfreepptmba.com
Selecting an overall Positioning StrategySelecting an overall Positioning Strategy
Value Proposition:
A Value Proposition statement must contain
Describe "What" we provide
Answer "So what?"
Quantify "How much"
Provide Proof
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45. More for MoreMore for More
“More for More” positioning involves providing
the most upscale product or service and
charging a higher price to cover the higher
costs.
Ex: Mercedes Automobile
IIMB
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46. More for the SameMore for the Same
Companies can attack competitor’s more-
for-more positioning by introducing a
brand offering comparable quality but at a
lower price.
Ex: Toyota introduced its Lexus line with
a “more-for-more” value proposition
versus Mercedes and BMW
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47. The Same for LessThe Same for Less
Offering the Same for less can be a powerful
value proposition.
Ex: Wal Mart, Big Bazar, Croma, E-Zone
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48. Less For MuchLess For Much
A Market almost always exists for products that
offer less and therefore cost less. Few people
need, want, or can offered “the very best” in
everything they buy.
Ex: TATA NANO offers very few features and
less requirements at a much lower price
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49. More For LessMore For Less
Of course, the winning value proposition would be
to offer “More for less”.
(only for short term)
Ex: TATA Indica Offers “More Car per car”
(more space and better fuel economy at a lower
price)
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Positioning StrategyPositioning Strategy
Differentiation
through:
Product attributes -
characteristics as a
positioning base
Product usage -
positioning based
on a products
typical use
Differentiation
through:
Symbol - use of a
symbol or icon to
position a product
in the consumer
consciousness
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