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  • Lec On 16th July-Positioning

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    shashankkapur22
    26 views11 pages
    Positioning involves differentiating a company's offerings in the mind of the prospect through meaningful differences compared to competitors. Differentiation can occur through product features, quality, packaging, services like ordering, delivery and installation, personnel competence and skills, distribution channels, brand image, management and events. Effective positioning is important, distinctive, superior, preemptive, affordable and profitable while avoiding under positioning, over positioning, confused or doubtful positioning.

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    Lec on 16th July-Positioning

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    Positioning involves differentiating a company's offerings in the mind of the prospect through meaningful differences compared to competitors. Differentiation can occur through product features, quality, packaging, services like ordering, delivery and installation, personnel competence and skills, distribution channels, brand image, management and events. Effective positioning is important, distinctive, superior, preemptive, affordable and profitable while avoiding under positioning, over positioning, confused or doubtful positioning.

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    Attribution Non-Commercial (BY-NC)
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    26 views11 pages

    Lec On 16th July-Positioning

    Uploaded by

    shashankkapur22
    Positioning involves differentiating a company's offerings in the mind of the prospect through meaningful differences compared to competitors. Differentiation can occur through product features, quality, packaging, services like ordering, delivery and installation, personnel competence and skills, distribution channels, brand image, management and events. Effective positioning is important, distinctive, superior, preemptive, affordable and profitable while avoiding under positioning, over positioning, confused or doubtful positioning.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    of 11

    Positioning:

    Positioning is not what you do to


    a product,Positioning is what you
    do to the mind of the Prospect.

    Differentiation: To design
    Meaningful differences to distinguish
    The company’s offering from
    competitors’ offerings.
    Product Differentiation:
    • Form • Design

    • Features
    • Size of Package

    • Product Quality
    • Durability
    • Ease of Reparability
    Service Differentiation:
    • Ordering ease
    • Delivery

    • Installation
    Service Differentiation
    (Cont.):
    • Guaranty/Warranty
    • Financial
    Arrangements

    • Customer Training
    • After sales service
    Personnel Differentiation:
    • Competence, Courteous, Credibility,
    Responsiveness, Reliability &
    Communication skills.
    Channel
    Differentiation:
    • Direct sales

    • Wide presence
    Image Differentiation:

    • Logos/Symbols • Company’s
    Management
    Image Differentiation (Cont.):

    • Atmosphere
    • Events

    • Media
    Positioning should be:

    • Important
    • Distinctive
    • Superior
    • Preemptive
    • Affordable
    • Profitable
    Positioning Pit Falls:

    • Under positioning
    • Over positioning
    • Confused Positioning
    • Doubtful Positioning

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