positioning of service sector

8/3/2019 Positioning of Service Sector

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Positioning



Positioning

Kotler defined: “designing an offer so that it

occupies a distinct and valued place in the minds

of the target customer.”

Image that customers have about a product in

relation to the product’s competitors

Purpose of planned positioning is to establish

and maintain a distinctive and desirable place foritself in customer’s mind relative to competing

organisation and its offering.



Objective of Positioning



Positioning Strategy

• A strategy is- a statement of how objectiveswill be achieved.

• A positioning strategy describes what the ad is

going to say and how it is going to say it.• Identifies target markets, the position of the

product in the market and the marketing mix.

• Positioning determines the way in which acustomer perceives your product in relation toother products.



Effective Positioning

• What consumers currently think about the

product, especially in relation to competing

products

• What the marketer wants consumers to think

about the product

• Which positioning strategy will elevate the

consumers’ current product image to the

desired product image



- Size

- Composition

- Location

- Trends

Marketing

ActionPlan

MARKET

ANALYSIS

INTERNAL

ANALYSIS

- Resources

- Reputation

- Constraints- Values

COMPETITIVE

ANALYSIS

- Strengths

- Weaknesses

- Current

Positioning

Define, Analyze

Market Segments

Select

Target Segments

To Serve

Articulate

Desired Positionin Market

Select Benefits

to Emphasize

to Customers

Analyze

Possibilities for

Differentiation



Positioning of intangibles



Positioning process

• The positioning process should be dynamicand it must keep pace with pace the changes inthe marketing environment including changing

needs of the customer and the changing tacticsof the competitor.

Steps-

•

Marketing Positioning• Psychological Positioning

• Positioning Approaches



Market Positioning

Market positioning is a process of identifying

and selecting markets or segments that

represent business potential, to determine the

criteria for competitive success.

Factors-

• Through knowledge of needs, wants and

perceptions of the target market.

• Benefits offered by the service.



Psychological positioning



i) Objective Positioning



ii) Subjective Positioning



Positioning Approaches



i) Features or customer benefits



ii) Price Value



iii) Use of application



iv) Class of users



vi) Positioning against competition



vii) Endorsement



viii) Quality dimension



ix) Reliability



x) Assurance



xi) Tangibility



xii) Empathy



xiii) Responsiveness

positioning of service sector

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