Differentiation and Positioning central to Marketing Strategy

Group Members
Nirali Shah Shipra Gowda Sourabh Chopra Pallavi Singh Risabh Srivastava Rahul Kishnani

What is Positioning?
Positioning- Is the act of designing the company s offering and image to occupy distinctive place in the mind of people. The goal is to locate the brand in the mind of consumer to maximize the potential benefit of the firm.

Product differentiation

Channel Differentiation

Service Differentiation

Five dimensions of Differentiation

Personnel Differentiation

Image Differentiation
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Product differentiation
Act of distinguishing a product or offering from other to make it more attractive.
Features Form Customization Durability Performance quality Conformance- like design, style, reparability etc Reliability

Product differentiation
Examples: -Vim bar (Plastic Coating) -Cello Gripper Pen -Hit spray (sneak and kill)

Service differentiation
Is an act of differentiating a service offered by the organization along the with the product. Ordering ease Delivery Installation Customer training Maintenance and repair Returns Customer consulting
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Service differentiation
Examples: -Dominos and Pizza Hut -Axis bank- priority banking -Dell computers

Image differentiation
Image is the understanding and view of the market about the company. An effective image does three things for a product or company: It establishes the product's planned character and value proposition. It distinguishes the product from competing products. It delivers emotional power and stirs the hearts as well as the minds of buyers.
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Image differentiation
Examples: -Rolex watches - Polio, eye donation- celebrity -Tata

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Personnel differentiation
Act of differentiating itself to gain a competitive advantage through well trained people, who can serve customer in an excellent manner. Competence Courtesy Responsiveness Communication
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Personnel differentiation
Examples: -Singapore Airlines -MacDonald -IBM

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Channel differentiation
Ways of distributing, selling or offering the products to consumers. Example-Eureka Forbes -Louis Vuitton

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Bases and Strategies for Positioning

Target market POD POP Competitor positioning

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Errors in Positionting
Under Positioning Over Positioning

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Comparison
Quality Not easy to Copy Ready to pay any cost Example

Conclusion
To be a successful, a company must differentiate itself and its products from others. They should also position itself among its competitors in public's mind to curve out its own market niche.

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THANK YOU

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