Transcript
POSITIONING & DIFFERENTIATION
POSITIONINGPOSITIONING
• When you think of thanda, [ ] often comes to mind.
• If you are looking for luxury of a car and thrill of SUV, you probably think of
[ ].• Whenever you want a long lasting paint for
your home, [ ] often comes to mind.
POSITIONINGPOSITIONING
These products have well defined positions in
the minds of consumer
POSITIONINGPOSITIONING
DefinitionDefinition
• Act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.
•Defined by consumers on the basis of important attributes.
Process of Market PositioningProcess of Market Positioning
1. Identify key offer characteristics and their weight age by target market
2. Draw a perceptual/ positioning map on characteristics considered most important by target market
Positioning of Hotels in Belleville:Price vs. Service Level
Expensive
Shangri-LaHigh
Service Moderate Service
Grand
Regency
Sheraton
Italia
CastleAlexander IV
Airport Plaza
PALACE
Atlantic
Less Expensive
Positioning of Hotels in Belleville: Location vs. Physical Luxury
High Luxury
Shopping District and Convention Centre
Shangri-La
Moderate Luxury
Financial District
Inner Suburbs
Grand Regency
Sheraton
ItaliaCastleAlexander IV
Airport Plaza
PALACE
Atlantic
3. Identifying possible competitive advantages
(Cost leadership or differentiation)
4. Choosing the right competitive advantage How many differences to promote?
• Unique selling proposition (i.e. pick one benefit; Volvo = safety)
• Choose more than one if others share a claim to be best:
Which differences to promote?
- Important Benefits, Distinctive, Superior, Affordable
Process of Market Process of Market PositioningPositioning
5. Developing a positioning statement Positioning statements summarize the company or
brand positioning EXAMPLE: To (target segment and need) our
(brand) is (concept) that (point-of-difference).
6. Communicating the chosen positionA common way to communicate a product’s positioning is through its marketing mix especially promotion.
Process of Market PositioningProcess of Market Positioning
POSITIONING STATEMENTSPOSITIONING STATEMENTS
Example:
• To young, active soft-drink consumers who love adventure, Mountain Dew is the soft drink that gives you more energy than any other brand.
Mountain Dew – DAAR KE AAGE JEET HAIN
Differentiation Strategies
• Product
• Personnel
• Channel
• Image
• Based on product design – Kinetic honda
• Based on Formula/Ingredients – Vatika
• Based on functional value – Whirlpool Refrigerator 6th sense door open alarm
• Based on additional features – Aristocrat suitcase with wheels
Differentiation through Product
• Maruti
• Hutch
• Reliance mobile
• Dell computers
• Eureka-Forbes
Differentiation through Channel
• Educational institutes – IIMs, IITs
• ICICI bank
Differentiation through People
• Soft-drinks – Pepsi, Thumbs up, Fanta
• Luxury products – Ornaments
• Cigarettes and liquor brands
• Hotels
• Tourist destinations
Differentiation through Image
Define positioning statements of
PULSAR
DOMINO’S PIZZA
THUMBS UP
MOUNTAIN DEW
Task of the dayTask of the day
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