positioning in service markething

8/9/2019 Positioning in Service Markething

1/30

POSITIONING IN

SERVICE MARKETING

POSITIONING INSERVICE MARKETING


2/30

INTRODUCTION TO SERVICE

MARKETING

INTRODUCTION TO SERVICE

MARKETING

What is a service?

A service is an act or performance offeredby one party to another.

Services are economic activities that createvalue and provide benefitsfor customers.


3/30

Basic Differences Between Goods & ServicesBasic Differences Between Goods & Services

GOODS

Goods are physical

objects

Goods are devices that

provide benefits for

customers throughownership or use

SERVICES

A Service is essentially

intangible.

A Service does not

normally result in

ownership of any of thefactors of production.


4/30

WHAT IS SERVICE MARKETING?WHAT IS SERVICE MARKETING?

Services marketing is marketing based onrelationship and value.

It may be used to market a service or a product.

Marketing a service-base business is different from

marketing a goods-base business.

There are 4 major differences :

1. The buyer purchases are intangible.

2. The service may be based on the reputation of a single

person.

3. It's more difficult to compare the quality of similar services.

4. The buyer cannot return the service.


5/30

Levels of Marketing StrategyLevels of Marketing Strategy

Segmentation

Segmentation

Targeting

Targeting

Positioning

Positioning


6/30

Levels of Service Marketing StrategyLevels of Service Marketing Strategy

Market segmentation: is defined as theprocess of splitting customers, or potentialcustomers, in a market into differentgroups, or segments.

Market targeting: Market Targeting is theprocess in which intended actual marketsare defined, analyzed and evaluated just

before the final decision to enter is made.


7/30

What is Positioning?What is Positioning?

Positioning is the act of

designing the companys offeringand image to occupy a distinctive

place in the mind of the target

market.


8/30

How do I begin to Position my Brand?How do I begin to Position my Brand?

Why? For Whom?

Against whom?When ?


9/30

In order to Position a BrandIn order to Position a Brand

you must decide :-

Who the Target Consumer is

Who your main competitors are How the Brand is similar to your

competitors

How the Brand is different from your

competitors

Where do you get this information?

Your BRAND INVENTORY!!


10/30

FOCUS OF POSITIONINGFOCUS OF POSITIONING

Attributes and benefits of the product

Competition

Product user

Product use or application

Product class

Cultural symbols


11/30

Identify Competitors. Determine most important attributes

consumers use in choosing a brand.

Determine consumers perceptions of

competitors. Determine perceptions of your brand

What is the ideal brand for your market segments?

Assess best positioning strategy

Track image of brand over time

STEPS IN POSITIONINGSTEPS IN POSITIONING


12/30

Positioning Strategies ofvarious companies using

punch lines or tag lines

Positioning Strategies ofvarious companies using

punch lines or tag lines


13/30

BanksBanks

SBI - With You all the Way

ICICI Bank - Hum Hai Na

HSBC Worlds Local Bank

Central bank of India Build A Better LifeAround Us

Syndicate Bank - Your Faithful & Friendly

Financial Partner

Karur Vysya Bank - Smart Way To Bank


14/30

Telecom CompaniesTelecom Companies

Airtel Express yourself

Reliance Kar lo duniya muthhi mein.

Cell One The One for Everyone

Idea An Idea Can Change Your Life

Vodafone Happy To Help


15/30

POP and PODPOP and POD

Points-of-difference unique brand values

Desirable Deliverable

Points-of-paritysharedbrand values

Necessary

Competitive


16/30

Point of Difference Questions.Point of Difference Questions.

Is the key benefit important to our

customer?

Can we deliver the benefit? Can we own this point of difference over

time?

Is this point of difference sustainableover our competition and their

directions?


17/30

Craft the Brand Positioning Statement

Relevant.

differentiated and

single-minded!

Craft the Brand Positioning Statement

Relevant.

differentiated and

single-minded!


18/30

Three ElementsThree Elements

Target Audience

Compelling benefit

Reason Why (Kitchen Logic)


19/30

All ElementsAll Elements

Packaging, Pricing, Distribution,

Manufacturing, Sales, Marketing.

All work in unison to the beat of the

brand positioning statement.


20/30

The CornerstoneThe Cornerstone

The brand positioning statement is

the single most important item in all of

marketing.

It defines EVERYTHING about what

your brand is to the consumer.


21/30

Product

Creative Leaps

Going From Strategy to IdeaGoing From Strategy to Idea

Consumer Understanding

Strategy / Positioning

Advertising Idea


22/30


23/30

Brand PositioningBrand Positioning

Perceived fit

between a

particularproduct offering

and the needs of

target market

Positioning is

defined relative

to:

competitive

offerings

consumer needs


24/30

Physical Positioning

How a firms product compares to the

competitions on some set of objectivephysical characteristics

Perceptual Positioning

How a firms product compares to thecompetitions on some set of subjectivecharacteristics

Brand Positioning


25/30

A brand can be positioned in

several ways:

A brand can be positioned in

several ways:

Benefit positioning.

Target positioning.

Price positioning.

Positioning by distribution.


26/30

Similar conceptsSimilar concepts

Unique Selling Proposition (USP; Reeves and Bates) Advertisers should give a compelling reason to buy a

product that competitors could not match

What component of the IBM reflects this?

Sustainable Competitive Advantage (SCA)

The advantage of delivering superior value in the marketplacefor a prolonged period of time

Further, SCAs can result from any component of the firm

Similar to notion that Principle exists in every part of the firm


27/30

CONCLUSION.CONCLUSION.

Adopting a strong position is not a

passive act; rather it is a deliberate

attempt to influence events. It requiresignoring certain business targets in

favor of others, and if successful, will

yield growth in sales and profits and aconsumer franchise who believe that

your brand has no adequate substitute,

even if it costs more.


28/30

CONCLUSION (cont.).CONCLUSION (cont.).

Neither innovation or quality are, bythemselves, sufficient to guarantee

that a brand will achieve all that it is

capable of in the market place.


29/30

PRESENTED BY :-PRESENTED BY :-

Prashanth

RakeshNeha

Bhargavi


30/30

THANK YOU FOR HEARINGTHANK YOU FOR HEARING

positioning in service markething

Documents