POSITIONING

Name – Rohit Saini

Roll no - 180101010065
 Positioning
Definition:
Customers’ image or perception of a
particular brand or company, relative to
their perceptions of others in the same
category.

Copyright  2004 McGraw-

Hill Australia Pty Ltd
PPTs t/a Marketing: A
4-2 Practical Approach 5/e by
Peter Rix
 Positioning strategies
Positioning is assessed:
• In relation to a competitor.
• According to a product class or attribute.
• By price and quality.
Positioning can be in various forms,
although it always incorporates a
statement that identifies, (based on the
marketing mix) how a business wants its
products or services to be perceived
Copyright  2004 McGraw-
by the consumer. Hill Australia Pty Ltd
PPTs t/a Marketing: A
4-3 Practical Approach 5/e by
Peter Rix
 Selecting a position
Factors to consider:
Competition — look for a gap or niche.
Customers — seek product attributes.
Company image — what is the current
image?
Target market — have the needs of the
target market changed? Do we need
repositioning?
The marketing mix — does it support the
selected position? Copyright  2004 McGraw-
Hill Australia Pty Ltd
PPTs t/a Marketing: A
4-4 Practical Approach 5/e by
Peter Rix
 Product Positioning
Positioning starts with a product. A Piece of
merchandise, a service, a company, an
institution, or even a person... But positioning
is not what you do to a product. Positioning is
what you do to the mind of the prospect.
That is, you position the product in the mind
of the prospect.
Al Ries and Jack Trout (1981)
Product Positioning
Dimensions
Product Attributes / Differences / Benefits

Product User / Usage

By Association

Problem Solution

Against a Competitor / Away from Competitors

 Perceptual Mapping

A means of displaying or graphing, in two

or more dimensions, the location of
products, brands, or groups of products in
customers’ minds.
 Perceptual Maps
Corolla
Corolla Celica
Celica Avalon
Avalon Camry
Camry
Expensive

Sporty Conservative

Inexpensive
 Product Positioning using
perceptual maps
High moisturizing
Zest
Tone 7
4
Lever 2000
Dove
5 2

Safeguard
Coast
Lux 8
Nondeodorant 3 Deodorant

1
Dial
Lifebuoy
Lava
6

Low moisturizing
Repositioning

Changing consumers’
perceptions of a brand in relation
to competing brands.
Positioning and Product Differentiation
 Thank
You