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Positioning Marketing

Ashwini Darvatkar Utpal Barman

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Agenda

Definition

ConceptsProcessStrategy

Examples

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Definition

Marketing strategy that aims to make a brand occupy adistinct ' position ,' relative to the competing brands , inthe mind of the customer .

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Concepts

Functional– Solve a problem, or satisfy consumers’ product-related needs.– Complan.

Symbolic– Brands bought to enhance self or social esteem– Onida – neighbor’s envy owner’s pride

Experiential– Provide sensory or cognitive stimulation– Dermicool – thanda thanda cool cool

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Buyer’s perceptual map in terms of Price and Quality

Low QualityHigh

Economy Brands Bargain Brands

Cowboy Brands Premium Brands

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ProcessDefining the market.

Identifying the attributes.

Sampling customers perceptions

Determine each product's share of mind

Determine each product's current location in the product space.

Determine the target market's ideal vector

Examine the fit between the position of your product and the ideal vector.

Position.

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StrategiesA product can be positioned based on 2 main platforms:The Consumer

When the positioning is on the basis of CONSUMER, the campaignsand messages are always targeted to the consumer himself (the user of the product)Peter England always campaigns their productconcentrating on the consumer, the user of its product.Louis Philip alsoconcentrates on this kind of campaigns.

The Competitor.

The other kind of positioning is on basis of COMPETITION. Thesecampaigns are targeted towards competing with other players in themarket. Dettol television commercials always concentrate onadvertisements, which show that this product would give you moreprotection, then the others.

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StrategiesSome commonly used positioning strategies:

- Positioning against a broader market . For example, positioning a bicycle

brand as a substitute for the automobile, rather than as a substitute for other brands of bicycles.- Positioning against a price segment of the market. One example would bepositioning a car brand against luxury imported cars.- Positioning against a usage segment of the market. For example, positioninga brand of cooking oil as the very best brand of oil for frying chicken.- Positioning against a geographic segment of a market. An example of thiswould be positioning Ford trucks as made for driving conditions in Texas.

- Positioning against a psychographic segment of the market. For example,positioning Volvo as the best car for drivers who are primarily concerned aboutsafety.- Positioning against a channel of distribution , a season of the year, aparticular type of weather, a human fear, etc

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ExamplesPOSITIONING BY PRODUCT ATTRIBUTES ANDBENEFITS

– Ariel that offers a specific benefit of cleaning even thedirtiest of clothes because of the micro cleaning system inthe product.

– Colgate offers benefits of preventing cavity and freshbreath.

– Promise, Balsara’s toothpaste, could break Colgate’s

stronghold by being the first to claim that it contained clove,which differentiated it from the leader.– Nirma offered the benefit of low price over Hindustan

Lever’s Surf to become a success.

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Examples

POSITIONING BY PRICE/ QUALITY– Parle Bisleri – “Bada Bisleri, same price” ad campaign.

POSITIONING BY USE OR APPLICATION– Surf Excel is positioned as stain remover ‘ Surf Excel hena!’– Clinic All Clear – “Dare to wear Black”.

POSITIONING BY PRODUCT CLASS– CDs must compete with cassettes industry.– Airlines can compete with trains and buses.

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Examples

POSITIONING BY COMPETITOR– Onida was positioned against the giants in the

television industry through this strategy, ONIDAcolour TV was launched with the message that allothers were clones and only Onida was the leader.“neighbour’s Envy, Owners Pride”.

POSITIONING BY CULTURAL SYMBOLS– Humara Bajaj, Tata Tea, Ronald McDonald. Each

of these symbols has successfully differentiatedthe product it represents from competitors

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Examples

Questions?

THANK YOU.