Positioning & Differentiation of

Services
Prof. Arijit Bhattacharya
 Positioning
1. Attribute positioning 1. SBI : ‘bank of every Indian’
2. Benefit positioning 2. ICICI offers great net banking
3. Use/Application 3. SBI gives educational loans
positioning 4. India as religious tourism
destination
4. User positioning
5. IIMs vs. other B-schools
5. Competitor positioning
6. Essel World as entertainment
6. Category positioning park
7. Quality/price 7. Taj vs.Ginger chains of hotels
positioning
 Positioning based on…
• Service • Customer service provided at Hilton
Hotel
• Price • Insurance companies having different
• Place/location policies with different pay outs
• Promotion • On-line banking is more attractive to
busy traveler
• People • McDonald’s “ I am lovin it”
• Processes • Customer care executives are given
customer service training
• Banks can reposition service on the
basis of technology
– Using Internet stressing on convenience
of customers
Steps in developing Positioning Strategy
1. Category level 1. LIC as insurance company
2. Corporate level with various investment
3. Service level options
2. LIC as Trustworthy and
Reliable company
3. LIC offering different life
policies
 Differentiation - Attributes
1. Product class 1. Hotel offering free
2. Specific uses sauna bath
3. Price vs. value 2. Insurance products
offered for investment
4. Needs of users
options
5. Rational and
3. MBA course fee vs. CTC
emotional benefits
4. Goa for fun loving youth
5. Customer’s preference
for Indigo for his liking
of crew members
Positioning and Differentiation