BRAND •By: bhakti 

•Bba 3rd year 
POSITIONING •Section A
STRATEGIES •Roll no: 2213687
 Introduction
Types of strategies
Price
CONTENT Attributes
S Competition
Application
Product users
Product class
 • positioning is a marketing strategy, also
referred to as product positioning, to
promote your product or service to
customers relative to competing brands.
The goal is to establish a single defining

WHAT IS BRAND characteristic for your brand in the

consumer's mind. Effective

POSITIONING? positioning strategies consider the brand's

strengths and weaknesses, customer
needs, and competitors' claims. Product
positioning allows a company or brand
to illuminate areas where it can eclipse the
competition.
TYPES OF STRATEGIES 

1. By price;
2. By attributes;
3. By ability to surpass competition;
4. By application;
5. By product users;
6. By product class.
 This positioning strategy focuses on the
relationship between price and quality and
the consumer's perception of the value of a
product. In comparing jacket prices, a buyer
By price might assume that a jacket higher in price is
higher in quality. Conversely, a lower-priced
product will position for affordability. Designer
jeans boast quality because of cost, while
department store jeans are accessible to all.
 •Here Saffola wants to show that they can keep your family
For example healthy only in RS.699.
 In using this strategy for positioning, the focus
is on quality. It addresses the brand's
durability, dependability or reliability and
style. An example of positioning based on
characteristics is when toothpaste companies
By attributes refer to the product as "refreshing" or "cavity-
fighting." A slogan like "stronger than
steel" communicates strength and reliability in
a market where similar products exist but are
differentiated through consistent product
characteristics.
For example
Here DABUR wants to convey that their honey is the
number 1 honey in the world by highlighting its purity to
the world.
 • Using competitors as a frame of
reference to differentiate a brand is
another type of positioning.
Positioning your brand against
competitors is an obvious challenge
By ability to on quality and asserts that your
surpass brand is superior with a competitive
edge. For example, one chicken-
competition based fast food restaurant boasts a
bovine mascot who encourages
customers to eat chicken, aware
that most other fast-food chains
market beef burgers.
 • Here BURGER KING compares their "whooper"
to MCDONALD'S 'big mac' , by saying that the
whooper is bigger in size. They use this
For example competitive edge over McDonald's to position
their brand in the market.
 • When a brand reaches a larger market
or changes the purpose of the brand
or product, positioning may be based
on its use or function. For example, a
company that advertises its hot tea
during colder seasons begins to
By promote an iced version during the
summer to alter its brand's use to
application reach a larger market through
modifying applications. Tape or
adhesives often used for home repairs
can reposition the brand for decorative
or craft projects. Widening the reach
accesses a different type of customer.
For example
• In this ad Vaseline wants to convey
the message that by using their
product even can better and softer
skin even during winters.
 • This type of positioning targets a
particular group of users and
explains why the company’s
offerings are directly applicable
and relevant to this group.
By product For instance, Johnson’s vs. Axe.
users While Johnson’s baby shampoo
positions itself as gentle for
children, Axe body spray targets
men.
For
example
• In this ad razors for
women have been
advertised. They are
positioning the product in
a way that it reaches its
target  group which is the
female gender.
 • This consists of positioning two
related products in the same
product class simultaneously,
resulting in an increased
customer base. By positioning
dried milk as both a breakfast
By product class substitute and a protein shake,
the appeal is doubled to two
different customer needs.
For example
• The toilet soap Dove positioned itself apart
from the soap category as a cleansing cream
product, for women with dry skin.