Positioning

• Positioning is not what you do to a

product but what you do to the mind
of the prospect.
• It is used to fill the gap created due
to mismatch between wish image
and current image.
• Why positioning?
To provide competitive edge
To create distinctive place of
product/service
• Image is the picture of the
organisation as perceived by a target
groups
• Types of images:
Current image-the way the company
is seen by different groups
Mirror image-the way that a
company thinks it is seen by different
groups
Wish image-the way that company
would like to be seen by different
 Positioning process
MARKET POSITIONING

PSYCHOLOGICAL POSITIONING

POSITIONING APPROACHES
 MARKET POSITIONING
• It is the process of identifying &
selecting markets to determine the
criteria for competitive success.
PSYCHOLOGICAL POSITIONING
• It enables marketers to create a
unique product image with the
objective of creating interest &
attractingcustomers.
 POSITIONING
APPROACHES/STRATEGIES
• Positioning by price value- we provide
value for money.
• Positioning by use of application-
positioning on the basis of reason for its
use
• Positioning according to users or class of
users- “shatabdi” is promoted as meant
for those who have time limitations
• Positioning by product class-positioning
associated with unique experiences of the
product/service. It is based upon functional
as well as psychological & emotional
benefits
• Positioning against competition-used
for meeting the competition. Eg-
pepsi-coke ads
• Positioning by endorsement-involves
celebrities
• Positioning by quality dimensions-
RATER
• Positioning by service evidence-use
of people
• Positioning by physical evidence
 Positioning Maps
• It is also called perceptual map
• It is used for graphical representation of
consumers perception about different
products & services
• If we consider a consumer’s mind space as
allotting specific positions for various
organizations or its offerings, we can study
the extent of competition an organization
or its offering faces depending upon the
distance between the organizations or its
offering in question & the competing
organizations & their offerings.
• The information regarding
organization or its offering’s position
relative to any attribute can either be
inferred from market data, derived
from ratings by representative
consumers or both.
Diagram: Perceptual Map UK
Confectionery Brands
 EXAMPLE USING THE AUTO
MARKET(PRODUCT: FERRARI, BMW,
KIA, RANGE ROVER, SAAB, HYUNDAI)