Positioning

•Over communicated society

•Customers are exposed to numerous
marketing related message
•Marketers must successfully create a
distinct and persuasive service/ product
image in the mind of the consumers.
•Brand positioning is a major decision.
•Product positioning is a strategic
decision.
•Perception is subjective and governed
by individual’s needs, belief
Positioning strategies revolved
around
• Who am I?
• What am I?
• For whom I am?
• Why me?
 Six basic question to create a
positioning
• What position do we have in prospect’s
mind?
• What position do we want to own?
• What companies must be outgunned if
we are to establish that position?
• Do we have enough money to occupy
and hold the position?
• Do we have guts to stick with one
consistent positioning strategy?
• Does our creative approach match our
positioning strategy
 Six steps taken to reach a
decision
• Identify competitors
• Assessment of consumers'
perception of competition
• Determining competitor’s position.
• Analysing the consumers’
preference.
• Making the positioning decision.
 Positioning Strategy
1.Corporate Identity.
2. Product attributes and or benefits.
3. Use, occasion and time
4. Price-quality
5 Product category
6 Product user
7 Competitor