CLASS ROOM SESSION 6

MODULE 1
 POSITIONING
• POSITIONING IS THE ACT OF DESIGNING
THE COMPANY’S OFFREING AN IMAGE
TO OCCUOY A DISTINCTIVE PLACE IN
THE MIND OF THE TARGET MARKET.

• “ POSITIONING IS NOT WHAT YOU DO

TO A PRODUCT , BUT IT IS WHAT YOU
DO TO THE MIND OF THE PROSPECT”
POSITIONING FOR A NEW PRODUCT

• ACC TO MICHEAL TREACY AND FRED

WIERSEMA:
• THERE IS A POSITIONING FRAMEWORK
CALLED AS VALUE DISCIPLINES:

1. PRODUCT LEADER[for customer who

favor the firm that is advancing on the
technological factor.]
2. OPERATIONALLY EXECELLENT
FIRM[customers who want highly reliable
performance]

3. CUSTOMER INTIMATE FIRM[customers

who want high responsiveness in meeting
their individual needs]
• A FIRM CANNOTNOEMALLY BE THE
BEST IN ALL WAYS OR EVEN IN TWO OF
THEM DUE TO CERTAIN REASONS
WHICH INCLUDE:

1. LACK SUFFICIENT FUNDS

2. EACH VALUE DISCIPLINE REQUIRES
DIFFERENT MANAGERIAL MIND SETS
AND INVESTMENTS THAT OFTEN
CONFLICT.
 HOW MANY IDEAS TO PROMOTE?
• A COMPANY MUST DECIDE AS TO HOW MANY
IDEAS TO CONVEY IN THE POSITIONING OF
ITS TARGET CUSTOMERS.

• A COMPANY MUST CONSISTENTLY HAMMER

AWAY AT ONE POSITIONING AND DELIVER ON
IT, IT WILL PROBABLY BE THE BEST KNOWN
AND RECALLED FOR THIS BENEFIT.
• THE TREND HAS MOVED TOWARDS
DOUBLE AND EVN TRIPLE
POSITIONING, BUT THEY OFTEN RUN
UNDER THE FOLLOWING RISKS:

• UNDERPOSITIONING
• OVERPOSITIONING
• CONFUSED POSITIONING
• DOUYBTFULL POSITIONING
WHICH POSITIONING TO PROMOTE
• TECHNOLOGY COST

QUALITY SERVICE
COMMUNICATING THE COMPANY’S
POSITIONING
• TO COMMUNICATE A COMPANY OR
BRAND POSITIONING, A MARKETING
PLAN SHOULD INCLUDE A
POSITIONING STATEMENT,INCLUSIVE
OF:
• TARGET GROUP
• NEED
• BRAND
• CONCEPT
• POINT OF DIFFERENCE.
• ONCE THE COMPANY HAS DEVELOPED
ITS CLEAR POSITIONING STATEMENT , IT
MUST COMMUNICATE THAT POSITIONING
EFFECTIVELY THROUGH ALL THE
ELEMENTS OF MARKETING MIX:

• EG: IF QUALITY IS CHOSEN THEN IT

SHOULD BE REFLECTED IN THE :
• PRODUCT DESIGN
• PACKAGE
• ADVERTISEMENTS
• PRICE
• DISTRIBUTION
DIFFERENTIATION

• Differentiation, the act of designing a

set of meaningful differences to
distinguish the company’s offering
from competitors’ offerings.
Differentiation Variables

• Product
• Services
• Personnel
• Channel
• Image
• Product
• Form
• Features
• Performance
• Conformance
• Durability
• Reliability
• Maintenance
• Reparability
• Style
• Design
• Services
• Ordering ease
• Delivery
• Installation
• Customer training
• Customer consulting
• Maintenance and repair
• Personnel
• Competence
• Courtesy
• Credibility
• Reliability
• Responsiveness
• Communication
• Channel
• Coverage
• Expertise
• Performance

• Image
• Symbols
• Media
• Atmosphere
• Events