Strategic Positioning.

Specifies how a business brand or a product should be [perceived by the customer relative to competition This is strategic and is a long-term effort to give advantage over competition Strategic Position: Differentiates from competition Resonates with customers Drives strategic initiatives Expresses the value/ culture of an organization Is the face of business strategy Two case studies 1. Virgin Atlantic Airlines 2. IBM Strategic positioning options: 1. The quality with a defined product space- Mercedes car 2. The value option- Hyundai, Amul, West-side stores, K-Mart 3. The pioneer-HP< IBM 4. Narrow product focus- Ferrari cars 5. Target Segment focus: Pepsi, Coca-Cola, Star One 6. Product category: Dove 7. Product Attributes- Fair & Lovely, Close-up 8. Emotional, self-expressive benefit Gap, Levis, 9. Competition position- Visa, Avis 10.Organizational intangibles- Maruti service stations, Visa international acceptance

The Process of Positioning

Segmentati on

Co Competitor analysis

Choice Choice of Customer targets

Analyzing their offering

Customer insights

Developing an edge

Matching offering to needs

Why yours is better choice

Position your offer