positioning

Positioning

Product Position

• The way the product is defined by customers on important attributes- the place the product occupies in consumers mind relative to competing products.

• A products position is the complex set of perceptions, impressions and feelings that customer hold for the product compared with competing products.

JEFFIN JOSEPH/PRODUCT MANAGEMENT/IMT ALLEPPEY


• Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the target market’s mind.

Choosing and Implementing a positioning strategy

1.Identifing a set of possible competitive advantages on which to build a position .

2.Selecting the right competitive advantages and

3.Effectively communicating and delivering the chosen position to the market.


Identifying possible competitive advantage

• Competitive advantage ?It is an advantage over competitors gained by offering customers greater value ,either through lower prices or by providing more benefits that justify higher prices.

• Positioning begins with actually differentiating the company's marketing offer so that it will give customers greater value than competitor.


How to differentiate?

• Product differentiationCompany can provide wide variety of standard features not provided by competitors.

• Volvo-Better safety• Whirlpool-performance• Jaguar-Unique looks


•Services differentiation

Speedy convenient or careful delivery

Installation ,Repair services

•People differentiation

•Image differentiation



Selecting the right competitive advantage

• How many differences to promote?• Each brand should pick an attribute and tout itself

as “number one “ on the attribute .For example

Strong teeth

complete protection

fresh breathe

More than one differentiating factor

• Fuel efficient• Low cost • Stylish

Indicia eV2


Positioning errors• Under-positioning:

– Not positioning strongly enough.

• Over-positioning:– Giving buyers too narrow a picture of

the product.

• Muddled Positioning:– Leaving buyers with a confused image

of the product.JEFFIN JOSEPH/PRODUCT MANAGEMENT/IMT ALLEPPEY

Which differences to promote?

• Important • Distinctive • Superior• Communicable• Affordable


Communicating and delivering the chosen position

• Once it has chosen a position ,the company just take strong steps to deliver and communicate the desired position to target consumers.

• Positions that have taken years to build can quickly be lost .Once a company has built the desired position ,it must take care to maintain the position through consistent performance and communication.


positioning

Documents

positioning product

products position

chosen position

desired position

positioning strategy1

muddled positioning

right competitive advantages

competing products