Market Positioning

Marketing Management - 1

Dr. Omkumar Krishnan, IBS Bangalore

Positioning
The place the product occupies in consumers¶ minds relative to competing products. Typically defined by consumers on the basis of important attributes From Product to Consumers Mind

Dr. Omkumar Krishnan, IBS Bangalore

Positioning Dimensions
‡ ‡ ‡ ‡ ‡ ‡ Group of Customers Differential Advantage Customers Mind Current Position Unoccupied Position Reposition
Dr. Omkumar Krishnan, IBS Bangalore

Positioning Levels
‡ ‡ ‡ ‡ ‡ ‡ Leader Follower Repositioning Names (Brands, Sub-brands) Positioning Communication Product Positioning Vs Brand Positioning
Dr. Omkumar Krishnan, IBS Bangalore

Repositioning
‡ ‡ ‡ ‡ Changing the Product Changing the Price Adding a new product line Change the advertising (Promotion) Sab Kuch Pahle Jaise

Dr. Omkumar Krishnan, IBS Bangalore

Criteria for Differential Positioning
‡ ‡ ‡ ‡ ‡ ‡ ‡ Important Superior Anticipating Distinctive Communicable Affordable Profitable
Dr. Omkumar Krishnan, IBS Bangalore

Positioning Avenues
‡ ‡ ‡ ‡ ‡ ‡ Performance Gap Expectations & Desire Quality Price Service Societal Demands«««.
Dr. Omkumar Krishnan, IBS Bangalore

Positioning Grid
Value Positioning

More More
Product Quality

Same

Less

Lesser

Same Less

Dr. Omkumar Krishnan, IBS Bangalore

Positioning Grid
Market Value Positioning

More More
Product Sony TV

Same
LG
Refrigerator

Less
Zenith Comp Onida DVD

Lesser

Same Less

HLL Nima

Dr. Omkumar Krishnan, IBS Bangalore

Positioning Attributes
Same Product Product Benefit Specific Product features Usage Occasions User Category Against another Product Product Class
Dr. Omkumar Krishnan, IBS Bangalore

Positioning Attributes
Resort
Product Benefit Specific Product features Usage Occasions User Category Against another Product Product Class

Vacations Spiritual Corporates Best Resort Recreation Star Watching Telescope
Dr. Omkumar Krishnan, IBS Bangalore

Positioning Action
‡ ‡ ‡ ‡ ‡ Time bound Technology Weak Ideas Overpositioning Wrong Positioning

Dr. Omkumar Krishnan, IBS Bangalore

Hindustan Lever
Products
Personal Pepsodent Sunsilk Axe Soaps Liril Lifebuoy Active Laundry Surf Excel Rin Wheel Beverages Brooke Bond Taj Mahal Red Label 3 Roses

Dr. Omkumar Krishnan, IBS Bangalore

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