SWAPNIL 1_2

8/7/2019 SWAPNIL 1_2

http://slidepdf.com/reader/full/swapnil-12 1/18

1. RAHUL GOLAIT2. RAVI HIWASE3. AKASH SAHU4. HARSHAL AMBATKAR 5. SWAPNIL KOHALE6. MANOJKUMAR SAHU

8/7/2019 SWAPNIL 1_2


PRODUCT POSITIONING CONCEPT

y PRODUCT POSITIONING IS A COMMUNICATIONSSTRATERY BASED ON THE NOTION OF MENTAL

SPACE .

y POSITIONING REFERS TO THE ACT OF LOCATING A BRAND IN CUSTOMERS MIND OVER AND

AGAINST OTHER PRODUCTS IN TERMS OFPRODUCT ATTRIBUTES AND BENEFITS THAT THEBRAND DOES AND DOES NOT OFFER.

8/7/2019 SWAPNIL 1_2


FA CTOR AFF ECTING PRODUCT

POSITIONING

y THE PRODUCT

EX. THE ONLY TELIVISON WITH EFFECTIVESPEAKERS SLOGAN FOR LG

y THE COMPANY EX. A CONSUMER MAY PERSIVE A BETTER IMAGE

OF A PRODUCT IF IT S COME FROM SONY ,WIPRO,RELIANCE,HP ETC.

8/7/2019 SWAPNIL 1_2


y

THE COMPITITION

IT ENABLES THE CONSUMER THE COMPARE THEPRODUCT WITH THE DOMINANT BRAND.

EX. ALL COOKERS ARE COMP ARED WITH TTKPRESTI G E COOKERS AND PC S WITH HCL

y THE CONSUMER EX. GENERATION X LIKE NEW PRODUCTS WITH

LATEST DESING, FEATURES ,STYLE .

8/7/2019 SWAPNIL 1_2


M AJ OR POSITIONING

ERRORS

1. UNDER POSITIONING

2. OVER POSITIONING

3. DOUBTFUL POSITIONING

8/7/2019 SWAPNIL 1_2


GENER AL STR ATEGIES F OR

POSITIONING PRODUCT1. ATTRIBUTE OR BENEFIT

2. QUALITY /PRICE

3. USE/APPLICATION

4. HIGH-TECH POSITIONING

8/7/2019 SWAPNIL 1_2


PERCEPTU AL M A PPING

y Perceptual mapping is a graphics technique used by marketers that attempts to visually display the

perceptions of customers or potential customers .

y Product or perceptual mapping refers to methods to

analyze and understand consumer perception of products.

8/7/2019 SWAPNIL 1_2


y Typically the position of a product ,product line,brand ,or company displayed relative to their

competition.

y Product mapping produces a picture or map of market.The map shows how products are perceived on specific

features or attribute such as reputation ,price , quality etc.

8/7/2019 SWAPNIL 1_2


B R A ND POSITIONING

Act of designing the company's offers and image sothat it occupies a distinct and valued place in the

target customers minds .Ex.. S prite - "Clear Hai!"C oke - "Thanda Matlab Coca-Cola", "Piyo sar utha ke"I dea C ellular I ndia -An Idea can change your life

Adidas -Impossible is Nothing

8/7/2019 SWAPNIL 1_2


B R A ND POSITIONING

5 F A CTOR OF BR AND POSITIO NI NG

y BRAND ATTRIBUTESFeatures & benefits to consumer

y CONSUMER EXPECTATIONS What consumer except to receive from the brand

y COMPPETITOR ATTRIBUTES What other brands in the market offer through features

and benefits to consumers.

8/7/2019 SWAPNIL 1_2


PRICEan easily quantifiable factor

Our product price Vs. our competitors price.

y CONSUMER PERCEPTIONS.The perceived quality & value of our brand in consumer

mind.

8/7/2019 SWAPNIL 1_2


B R A ND POSITIONING STR ATEGIESy Target Market-y Nature of Competition-y Point of difference Associations -

Strong, favorable, unique brand associations May be any kind of attribute or benefit

y Points of Parity Association-

1 category- attributes that are required to include yourproduct as a member of that category.

2 competitive- POP that negate your competitorsPODs.

8/7/2019 SWAPNIL 1_2


IN ORDER TO POSITION A B R A ND

WE MUST DECIDEy WH O IS T H E T A R G ET CO NSUMER IS .y WH O M A I N COMPETITORS A RE .y H O W T H E BR AND SIMI L A R TO COMPETITORS

PRO DUCT .y H O W T H E BR AND DIFFER NCE FROM

COMPETITORS PRO DUCT .

8/7/2019 SWAPNIL 1_2


POSITIONING GUIDE LINE

y THE CONCEPTS OF POINTS OF DIFFERNCE ANDPOINTS OF PARITY CAN BE IN VALUABLE TOOLSTO GUIDE POSITONING.

8/7/2019 SWAPNIL 1_2


POSITIONING GUIDE LINESy DEFINING AND COMMUNICATING THE

COMPETITVE FRAME OF REFERENCE

y ESTABLISHING POINT OF PARITY AND POINT OFDIFFERENCE

y UPGRADING POSITIONING OVERTIME

8/7/2019 SWAPNIL 1_2


INTERN AL B R A NDING

y INTERNAL BRANDING IS A SET OF STRATEGICPROCESSES THAT ALIGN AND EMPOWER EMPLOYEE TO DELIVER THE APPROPRIATECUSTOMER EXPERENCE IN A CONSISTENTFASHION.

8/7/2019 SWAPNIL 1_2


IN INTERN AL B R A NDING FA CTOR O F

FA ILURE A ND SUCCESSy INFORMATION

y MANAGEMENT

y COMMUNICATION

y STRATEGY

y STAFF

8/7/2019 SWAPNIL 1_2


SWAPNIL 1_2

Documents