1.

RAHUL GOLAIT
2. RAVI HIWASE
3. AKASH SAHU
4. HARSHAL AMBATKAR
5. SWAPNIL KOHALE
6. MANOJKUMAR SAHU
PRODUCT POSITIONING CONCEPT
 PRODUCT POSITIONING IS A
COMMUNICATIONS STRATERY BASED ON THE
NOTION OF MENTAL
“SPACE”.

POSITIONING REFERS TO THE ACT OF LOCATING

A BRAND IN CUSTOMERS’ MIND OVER AND
AGAINST OTHER PRODUCTS IN TERMS OF
PRODUCT ATTRIBUTES AND BENEFITS THAT THE
BRAND DOES AND DOES NOT OFFER.
FACTOR AFFECTING PRODUCT
POSITIONING
THE PRODUCT
EX. “THE ONLY TELIVISON WITH EFFECTIVE
SPEAKERS” SLOGAN FOR LG

THE COMPANY
EX. A CONSUMER MAY PERSIVE A BETTER IMAGE
OF A PRODUCT IF IT’S COME FROM SONY
,WIPRO,RELIANCE,HP ETC.
THE COMPITITION

IT ENABLES THE CONSUMER THE COMPARE THE

PRODUCT WITH THE DOMINANT BRAND.
EX. ALL COOKERS ARE COMP ARED WITH TTK
PRESTIGE COOKERS AND PC’S WITH HCL

THE CONSUMER
EX. GENERATION X LIKE NEW PRODUCTS WITH
LATEST DESING, FEATURES ,STYLE .
 MAJOR POSITIONING
ERRORS
1. UNDER POSITIONING

2. OVER POSITIONING

3. DOUBTFUL POSITIONING
 GENERAL STRATEGIES FOR
POSITIONING PRODUCT
1. ATTRIBUTE OR BENEFIT

2. QUALITY /PRICE

3. USE/APPLICATION

4. HIGH-TECH POSITIONING
PERCEPTUAL MAPPING
Perceptual mapping is a graphics technique used by
marketers that attempts to visually display the
perceptions of customers or potential customers .

Product or perceptual mapping refers to methods to

analyze and understand consumer perception of
products.
Typically the position of a product ,product line,
brand ,or company displayed relative to their
competition.

Product mapping produces a picture or map of

market. The map shows how products are perceived
on specific features or attribute such as reputation
,price , quality etc.
 BRAND POSITIONING
Act of designing the company's offers and image so
that it occupies a distinct and valued place in the
target customers minds .
Ex.. Sprite - "Clear Hai!"
Coke - "Thanda Matlab Coca-Cola", "Piyo sar utha ke"
Idea Cellular India -An Idea can change your life
Adidas -Impossible is Nothing
BRAND POSITIONING
5 FACTOR OF BRAND POSITIONING
BRAND ATTRIBUTES
Features & benefits to consumer

CONSUMER EXPECTATIONS
What consumer except to receive from the brand

COMPPETITOR ATTRIBUTES
What other brands in the market offer through features
and benefits to consumers.
• PRICE
an easily quantifiable factor
Our product price Vs. our competitors price.

CONSUMER PERCEPTIONS.
The perceived quality & value of our brand in consumer
mind.
 BRAND POSITIONING STRATEGIES
 Target Market-
 Nature of Competition-
 Point of difference Associations -
Strong, favorable, unique brand associations May be any kind of
attribute or benefit
 Points of Parity Association-
1 category- attributes that are required to include your product as
a member of that category.
2 competitive- POP that negate your competitors PODs.
 IN ORDER TO POSITION A
BRAND
WE MUST DECIDE
WHO IS THE TARGET CONSUMER IS.
WHO MAIN COMPETITORS ARE.
HOW THE BRAND SIMILAR TO COMPETITORS
PRODUCT.
HOW THE BRAND DIFFERNCE FROM
COMPETITORS PRODUCT.
POSITIONING GUIDELINE

THE CONCEPTS OF POINTS OF DIFFERNCE AND

POINTS OF PARITY CAN BE IN VALUABLE TOOLS
TO GUIDE POSITONING.
POSITIONING GUIDELINES
DEFINING AND COMMUNICATING THE
COMPETITVE FRAME OF REFERENCE

ESTABLISHING POINT OF PARITY AND POINT OF

DIFFERENCE

UPGRADING POSITIONING OVERTIME

INTERNAL BRANDING
INTERNAL BRANDING IS A SET OF STRATEGIC
PROCESSES THAT ALIGN AND EMPOWER
EMPLOYEE TO DELIVER THE APPROPRIATE
CUSTOMER EXPERENCE IN A CONSISTENT
FASHION.
 IN INTERNAL BRANDING FACTOR OF
FAILURE AND SUCCESS
INFORMATION

MANAGEMENT

COMMUNICATION

STRATEGY

STAFF