Professional Documents
Culture Documents
SERVICE MARKETING
INTRODUCTION TO SERVICE
MARKETING
What is a service?
GOODS SERVICES
Segmentation
Segmentation
Targeting
Targeting
Positioning
Positioning
Levels of Service Marketing Strategy
When ?
Against whom?
In order to Position a Brand…
• Competition
• Product user
• Product class
• Cultural symbols
STEPS IN POSITIONING
• Identify Competitors.
• Determine most important attributes
consumers use in choosing a brand.
• Determine consumers’ perceptions of
competitors.
• Determine perceptions of your brand
• What is the ideal brand for your market segments?
• Assess best positioning strategy
• Track image of brand over time
Positioning Strategies of
various companies using
punch lines or tag lines
Banks
• Desirable
• Deliverable
• Necessary
• Competitive
Point of Difference Questions….
Relevant.
differentiated and
single-minded!
Three Elements
• Target Audience
• Compelling benefit
Creative Leaps
Advertising Idea
Strategy / Positioning
Product
Consumer Understanding
Going From Strategy to Idea
Advertising Idea:
Some Definitions. . . Transforms the strategy
into a powerful,
motivating, and
consumer relevant
selling idea.
Brand Positioning
Provides the strategic
framework for how we
are going to
differentiate our brand
vs. competition.
Brand Positioning
Physical Positioning
• How a firm’s product compares to the
competition’s on some set of objective
physical characteristics
Perceptual Positioning
• How a firm’s product compares to the
competition’s on some set of subjective
characteristics
A brand can be positioned in
several ways:
• Benefit positioning.
• Target positioning.
• Price positioning.
• Positioning by distribution.
Similar concepts
• Unique Selling Proposition (USP; Reeves and Bates)
– Advertisers should give a compelling reason to buy a
product that competitors could not match
• What component of the IBM reflects this?
• Sustainable Competitive Advantage (SCA)
• The advantage of delivering superior value in the marketplace
for a prolonged period of time
• Further, SCAs can result from any component of the firm
– Similar to notion that Principle exists in every part of the firm
CONCLUSION….
Prashanth
Rakesh
Neha
Bhargavi
“THANK YOU FOR HEARING”