Professional Documents
Culture Documents
Positioning
Positioning
By Vidushi Sharma
Definition:
• It is the act of developing the company’s
offerings and image to occupy a distinct place
in mind’s of customers.
• It is the position in the perceptual space of
the consumer’s mind that the product takes
in relation to competitor’s product.
• It helps Brand Manager in identifying the core
meaning of brand and communicate them as
unique to brand.
• End result of Positioning: it gives customer a
value proposition – a reason to buy the
product
• Positioning also involves developing and
implementing marketing strategies to
achieve the desired position in market.
• Product, price ,distribution and promotion
are the potential tools for positioning a
company and its offerings.
• Market segmentations and positioning are
interrelated
• One can select target market first and
then develop positioning or visa versa.
• Positioning is needed because of intense
competition in many product
categories(clutter)
• E.g. : Maggi – Convenience food to solve
frequent food demand for growing kids.
• Dove – Premium brand with high
moisturizer content.
• Mahindra Scorpio: hybrid positioning-
luxury car & thrill of SUV
• Indica : more space with no extra cost.
“more car per car”
• Virgin, Vodafone, Pepsi, ICICI- Jeetey raho
• Raymond “The Complete Man”
Positioning Strategies:
1. Positioning by product features / unique attributes:-
Reference to specific features.
Indicate product superiority.
Telling the customers what the features mean to
them(benefits achieved).
E.g. front loading, semi automatic washing machine,
power steering of the car.
medimix ayurvedic soap – 24 different herbal
ingerdiant .
J&J no tears shampoos, Lava mobile phone
Titan raga-fashion accessory.
2. Positioning by benefits :-