Product Positioning By: Rahul Gupta Presented to: Dr. Ranjan Kantha AMITY GLOBAL BUSINESS SCHOOL BHUBANESWAR
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Product Positioning
By: Rahul GuptaPresented to: Dr. Ranjan Kantha
AMITY GLOBAL BUSINESS SCHOOLBHUBANESWAR
Unique position that a product occupies in the mind of a consumer
Web Search“Reliable” - Google
“New” - Bing
My mind space
E-Commerce“Reliable” - Flipkart
“Worldwide” - Amazon“Attractive” - Snapdeal
Email“Professional” - Rediffmail
“Productive” - Gmail
Online reservation“Reliable” - IRCTC
“All In one” - YatraOnline transaction“Reliable” - PAYtm
“Offers” - Freecharge
Positioning
Name
Logo
Creative Message
Requirements
Product Design
Tagline
Brand
Why?
"Positioning is the single largest influence on the buying decision.”
Geoffrey Moore in his book “Crossing the Chasm”
Emergence Growth Maturity Decline
Market Life Cycle
Positioning varies with market phase
“It's not enough to invent or discover something. You must be first to get into
the prospect's mind”
Al Ries and Jack Trout
Kindle - “Take your book library with you”
Access to over 200,000 books
Longer battery life
Read from anywhere
Sleek interface
Light weight (241 grams)
No glare
Fevicol- Pakde rehnaaa, chodna nahiiii
FedEx- When it absolutely, positively, has to be there overnight
Nestle Milk Maid- “Bana De Everything Tempting”
OLAY: Love the Skin You are In
Related Documents
