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  • Positioning: Group Members Vineet Rajoria. Vijay Bajariya. Aniruddha Falke. Amol Panchabhai. Nikhil Bhatt

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    vineet08-11-1987
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    The document discusses positioning and defines it as putting a product or service in the customer's mind in relation to competitors. It explains that positioning creates differentiation which drives preference, market share, and bottom line growth. Factors that affect positioning include brand attributes, consumer expectations, competitor attributes, price, and consumer perception. The document also relates positioning to top of mind awareness and provides examples of positioning for Dabur Chyvanprash and Marlboro cigarettes.

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    Posit on Ing

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    The document discusses positioning and defines it as putting a product or service in the customer's mind in relation to competitors. It explains that positioning creates differentiation which drives preference, market share, and bottom line growth. Factors that affect positioning include brand attributes, consumer expectations, competitor attributes, price, and consumer perception. The document also relates positioning to top of mind awareness and provides examples of positioning for Dabur Chyvanprash and Marlboro cigarettes.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as ODP, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    6 views6 pages

    Positioning: Group Members Vineet Rajoria. Vijay Bajariya. Aniruddha Falke. Amol Panchabhai. Nikhil Bhatt

    Uploaded by

    vineet08-11-1987
    The document discusses positioning and defines it as putting a product or service in the customer's mind in relation to competitors. It explains that positioning creates differentiation which drives preference, market share, and bottom line growth. Factors that affect positioning include brand attributes, consumer expectations, competitor attributes, price, and consumer perception. The document also relates positioning to top of mind awareness and provides examples of positioning for Dabur Chyvanprash and Marlboro cigarettes.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as ODP, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 6

    POSITIONING

    Group members
    Vineet Rajoria.
    Vijay Bajariya.
    Aniruddha Falke.
    Amol Panchabhai.
    Nikhil Bhatt.
    POSITIONING

    What is positioning?

    ● The act of putting something in customers mind.

    ● It refers to the consumer's perception of a product or


    service in relation to its competitors.

    ● Example: The marketers of "Colgate" want the


    consumers to think "Colgate" when they think toothpaste
    POSITIONING

    Why postioning is more important?

    Positioning is important because it creates


    differentiation, which is vital to driving
    preference, market share and bottom line
    growth.
    POSITIONING

    Factors that affect positioning:

    1. Brand attributes.

    2. Consumer expectations.

    3. Competitor attributes.

    4. Price.

    5. Consumer perception.
    POSITIONING
    How positioning is related to Top of mind awareness
    (TOMA)

    1. Be unique.

    2. Invent a new category.

    3. Be memorable.

    4. Consistency.

    5. Repeat, repeat and repeat.


    POSITIONING

    Examples

    1. Dabur Chyvanprash is positioned for all age groups.

    2. The positioning technique of Marlboro cigarettes use the


    image of typical American cowboy.

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