product differentiation and positioning

8/14/2019 Product Differentiation and Positioning

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Product Positioning and Product

Differentiations Product Positioning and ProductProduct Positioning and Product

Differentiation are central themes in theDifferentiation are central themes in theMarketing strategy of a firm .Marketing strategy of a firm .

s When the firm is through with theWhen the firm is through with the positioning and differentiation strategy for a positioning and differentiation strategy for a

given product it completes one significantgiven product it completes one significant part of marketing strategy formulation for part of marketing strategy formulation for the product .the product .



Major Attraction

s It takes the firm awayIt takes the firm away from total price basedfrom total price basedcompetitioncompetition with all the benefits associatedwith all the benefits associatedwith it .with it .

s Through differentiation , firm move to aThrough differentiation , firm move to a position wherein they can position wherein they can claim a premiumclaim a premium

in the Marketin the Market



Differentiation through Multiplesources

s Modi Xerox with its collaboration with Rank Modi Xerox with its collaboration with Rank Xerox as its differentiationXerox as its differentiation

s Garden Silk through DesignGarden Silk through Design

s L&T , the engineering firm , recruitsL&T , the engineering firm , recruitsengineers with excellent qualification andengineers with excellent qualification andclaims superiority in executing projectsclaims superiority in executing projects

s DuPont’s leadership in chemical technologyDuPont’s leadership in chemical technologylends its product highly differentiatedlends its product highly differentiated

position position



s Caterpillar Tractor , the leader in earthmovingCaterpillar Tractor , the leader in earthmovingequipment, made a mark through itsequipment, made a mark through its

distribution channel and servicedistribution channel and services Eureka Forbes , the leader in Vacuum CleanersEureka Forbes , the leader in Vacuum Cleaners

in India , used personal selling as a sole meansin India , used personal selling as a sole meansof reaching the customer and built up aof reaching the customer and built up adistinction through this featuredistinction through this feature

s IBM differentiated along technology andIBM differentiated along technology andserviceservice

s Coke and Pepsi differentiated through brandCoke and Pepsi differentiated through brand power power

s Rolls Royce through superior engineeringRolls Royce through superior engineerings

Reva through an electric car Reva through an electric car



Product Differentiation based on ingredientss HUL’s Close-up based on gel used GlycerineHUL’s Close-up based on gel used Glycerine

while others use calcium carbonate .while others use calcium carbonate .s

Properties of Toothpaste and Mouth wash – Properties of Toothpaste and Mouth wash – HUL secured differentiation and ColgateHUL secured differentiation and Colgatecompelled to copy the same .compelled to copy the same .

s

TTK group launched prestige range of fryingTTK group launched prestige range of frying pans as non-stick cookware…..Dupont pans as non-stick cookware…..DupontTeflon, the best material available for Non-Teflon, the best material available for Non-stick property.stick property.



Product Differentiationthrough Functional valuess Videocon computer controlled fridge,450 lts , 6 door Videocon computer controlled fridge,450 lts , 6 door

with quick freezing corner and Deodorizer at a touch of with quick freezing corner and Deodorizer at a touch of finger finger

s

Indecor Paints launched ‘Vinycide’ Paints with anIndecor Paints launched ‘Vinycide’ Paints with aninsecticides , Innovation with unique formula frominsecticides , Innovation with unique formula fromArtlin of france , Paint that has already turned interiorsArtlin of france , Paint that has already turned interiorsin Europe beautiful and insect freein Europe beautiful and insect free

s Attempt to make hotels and lodging houses the specialAttempt to make hotels and lodging houses the specialmarket for this productmarket for this product

s Roti Chef for making instant Chapatti : Speed and easeRoti Chef for making instant Chapatti : Speed and easeof cooking as a differentiation plank of cooking as a differentiation plank



Product Differentiationthrough Additional featuress Mega Feature – BPL , Videocon , Onida , PhilipsMega Feature – BPL , Videocon , Onida , Philips

Large screen featuresLarge screen featuress Godrej – 300 Lt. Sumo refrigerator …. 390 ltr. DoubleGodrej – 300 Lt. Sumo refrigerator …. 390 ltr. Double

door modeldoor models Aristocrat suitcases with wheels , a unique convenience toAristocrat suitcases with wheels , a unique convenience to

usersuserss

Dunlop's Olympus car Tyres claimed that they studiedDunlop's Olympus car Tyres claimed that they studiedeach car separately , for Maruti tyre designed specially for each car separately , for Maruti tyre designed specially for front wheel drive , extra wide tyre for the Premier , Tyrefront wheel drive , extra wide tyre for the Premier , Tyrewith extra rubber to take care of extra weight for with extra rubber to take care of extra weight for Ambassador Ambassador



Product Differentiation

by Packagings Frooti in Tetra pack Frooti in Tetra pack s Brylcream in handy tubeBrylcream in handy tubes Le sancy in see thru pack Le sancy in see thru pack s Harpic Toilet cleaner with an applicationHarpic Toilet cleaner with an application

friendly nozzlefriendly nozzles Hit for cockroach with sleek nozzle for Hit for cockroach with sleek nozzle for

hidden areashidden areas



Influenced by Marketing Mix &Influenced by Marketing Mix &* Available technology* Available technology

* Government standards* Government standards

* Level of competition* Level of competition* “* “ Consumer expectations”Consumer expectations” define product qualitydefine product quality

Product Differentiationthrough Quality

MARKETING

MIX

Principle:Principle: avoid promotions that “avoid promotions that “ overpromiseoverpromise ” benefits” benefits

s Product Quality is the ability (characteristic) to perform as expected in satisfying customer needs



s

Product qualityProduct quality -- level , Consistency & durabilitylevel , Consistency & durability GodrejGodrejoffers high quality steel cupboards as a part of its storeweloffers high quality steel cupboards as a part of its storewelrangerange

s Product support servicesProduct support services-- Delivery, installation, …Delivery, installation, …Ford with videotapes of repair , Microsoft serviceFord with videotapes of repair , Microsoft service

standards: to answer 90 percent of service calls within 60standards: to answer 90 percent of service calls within 60

secondsseconds , Dominos, Dominos to be Delivered within 30 Minutes .to be Delivered within 30 Minutes .

SPORTSDRINK

Sports Drink

Product Differentiation ThroughQuality, Design, and Support Services

Branding is fundamental todifferentiation.



Product Differentiationthrough Intangible Characteristics and

Emotional Associationss Dinesh Suitings …..”Prestige” and builds aura aroundDinesh Suitings …..”Prestige” and builds aura around

the Brand by using Sunil Gawaskar as the Modelthe Brand by using Sunil Gawaskar as the Model

Dinesh Suiting's : the world in your strideDinesh Suiting's : the world in your strides Reid & Taylor……. With style Icon Amitabh BachhanReid & Taylor……. With style Icon Amitabh Bachhan

Reid &Taylor …… the legend of a clothReid &Taylor …… the legend of a cloth

James Bond………the legend of a manJames Bond………the legend of a manLuxury suiting's ……Bond with the bestLuxury suiting's ……Bond with the best

s Ray ban …… projects aesthetics and life styleRay ban …… projects aesthetics and life style



Services Differentiations When Physical cannot easily differentiated , theWhen Physical cannot easily differentiated , the

key to competitive success may lie in addingkey to competitive success may lie in addingservices and improving their quality. The mainservices and improving their quality. The main

service differentiators are :service differentiators are :s Ordering easeOrdering eases DeliveryDelivery

s InstallationsInstallationss Customer TrainingCustomer Trainings Maintenance and Repair Maintenance and Repair s

Miscellaneous ServicesMiscellaneous Services



Personnel Differentiation

Strong competitive Advantage of better Strong competitive Advantage of better Trained PeopleTrained People

s CompetenceCompetences CourtesyCourtesys CredibilityCredibilitys ReliabilityReliabilitys ResponsivenessResponsivenesss

CommunicationCommunication



Channel Differentiation

s Competitive Advantage through the wayCompetitive Advantage through the waythey design their Distribution channelthey design their Distribution channel

coverage , expertise and Performancecoverage , expertise and Performances E.g Archie's case as discussedE.g Archie's case as discussed



Product Positioning

s In product Differentiation the attempt is toIn product Differentiation the attempt is toendow the product with certain distinctiveendow the product with certain distinctive

attributes , which in turn offer some valueattributes , which in turn offer some valueto consumersto consumers

s In product positioning , the attempt is toIn product positioning , the attempt is to

lodge / place the differentiated product inlodge / place the differentiated product inthe minds of the target consumersthe minds of the target consumers



The Brand Race

(Positioning)

Dr.Batory#1

BATTLE of the BRANDS



Developing and Communicating aPositioning Strategy s Positioning- It is act of designing thePositioning- It is act of designing the

company’s image to occupy a distinctivecompany’s image to occupy a distinctive place in the mind of target market. place in the mind of target market.

s The result of positioning is Customer The result of positioning is Customer Focused Value position – a reason whyFocused Value position – a reason whytarget market should buy a product .target market should buy a product .



Mahindra and MahindraMahindra and Mahindra launched their newlaunched their newvehicle, Scorpio with the value propositionvehicle, Scorpio with the value proposition“ Luxury car with thrill” appealing to“ Luxury car with thrill” appealing tolifestyle segment of those who wantlifestyle segment of those who wantcomfort and luxury of a car and as well ascomfort and luxury of a car and as well asadventure connotation of sports Utilityadventure connotation of sports Utilityvehiclevehicle



TataTata offered value proposition “ moreoffered value proposition “ morespaciousness without extra cost” withspaciousness without extra cost” withtagline “ More car per Car”tagline “ More car per Car”

Dominos PizzaDominos Pizza targeted at convenience-targeted at convenience-

minded pizza lovers , offers benefits of minded pizza lovers , offers benefits of delivery speed and good quality and valuedelivery speed and good quality and value

proposition is “ good quality pizza proposition is “ good quality pizza

delivered to your door within 30 minutes of delivered to your door within 30 minutes of ordering, at a moderate priceordering, at a moderate price



POSITIONING EXAMPLES

s DOVE IS POSITIONED AS ADOVE IS POSITIONED AS AMOISTURIZING BEAUTY BAR.MOISTURIZING BEAUTY BAR.

s COKE CLASSIC IS POSITIONED ASCOKE CLASSIC IS POSITIONED AS“THE REAL THING.”“THE REAL THING.”

s CHEER IS THE DETERGENT FOR CHEER IS THE DETERGENT FOR ALL TEMPERATURES.ALL TEMPERATURES.




s SURF DETERGENT IS POSITIONEDSURF DETERGENT IS POSITIONEDAS THE “DIRT AND ODOR AS THE “DIRT AND ODOR REMOVER”REMOVER”

s OIL OF OLAY CONDITIONING BATHOIL OF OLAY CONDITIONING BATHBAR PROVIDES YOUNGER FEELINGBAR PROVIDES YOUNGER FEELINGSKIN BECAUSE IT IS NOT A SOAP.SKIN BECAUSE IT IS NOT A SOAP.

s TYLENOL IS THE PAIN RELIEVER TYLENOL IS THE PAIN RELIEVER HOSPITALS USE MOST.HOSPITALS USE MOST.




s Ultra tide is the detergent to useUltra tide is the detergent to usewhen stains get in deep.when stains get in deep.

s Nestlé's Maggi Noodles has been Nestlé's Maggi Noodles has beensuccessfully positioned as thesuccessfully positioned as the

““two minute” noodle in the minds of two minute” noodle in the minds of target consumers and has created, atarget consumers and has created, adistinctive brand imagedistinctive brand image



Competitive frame of reference

Positioning requires to identify TargetPositioning requires to identify TargetMarket and Competition : a keyMarket and Competition : a keydeterminants of thedeterminants of the CompetitiveCompetitive

frame of referenceframe of reference ProperProper Competitive frame of referenceCompetitive frame of reference

requires :-requires :-

- Understanding Consumer BehaviorUnderstanding Consumer Behavior- Consideration sets consumer use inConsideration sets consumer use in

Making brand choices .Making brand choices .



In United Kingdom The Automobile Association hasIn United Kingdom The Automobile Association haspositioned itself as Fourth “Emergency service" alongpositioned itself as Fourth “Emergency service" alongwith police, fire and Ambulancewith police, fire and Ambulance

Moov by Paras Pharmaceutical LtdMoov by Paras Pharmaceutical Ltd . –In a market. –In a marketdominated by established brands that has promiseddominated by established brands that has promisedrelief from Headaches , Bodyache and sprainsrelief from Headaches , Bodyache and sprains

MoovMoov Positioned as balm for relieving Joint painsPositioned as balm for relieving Joint painsthat trouble older peoplethat trouble older people

Then based on consumer research , companyThen based on consumer research , companyrepositioned the brand as “backache specialist” thatrepositioned the brand as “backache specialist” thataddresses a problem that housewives frequentlyaddresses a problem that housewives frequentlyencounter encounter

With the tagline “Aah se Ahaa Tak” Pain to Relief With the tagline “Aah se Ahaa Tak” Pain to Relief



Points-of-Parity and Points-of-Difference

s Once the competitive frame of reference for Once the competitive frame of reference for positioning has been fixed by defining positioning has been fixed by defining

customer target market and nature of customer target market and nature of competition , Marketers can define thecompetition , Marketers can define theappropriate POD and POP associations .appropriate POD and POP associations .



s POD’sPOD’s : Consumers strongly associate: Consumers strongly associatewith brand and believe that they could notwith brand and believe that they could notfind to the same extent with a competitivefind to the same extent with a competitive

brand Like FedEx ( Guaranteed overnight brand Like FedEx ( Guaranteed overnightDelivery” ) , Nike ( Performance ) , LexusDelivery” ) , Nike ( Performance ) , Lexus

( Quality)……. Essential for competitive( Quality)……. Essential for competitiveBrand PositioningBrand Positionings POP’sPOP’s - Associations that are not- Associations that are not

necessarily unique to the brand but may innecessarily unique to the brand but may infact be shared with brands .fact be shared with brands .

• Competitive Points-of ParityCompetitive Points-of Parity are the associations toare the associations tonegate competitors points –of- differencenegate competitors points –of- difference



s If a brand can “break even” inIf a brand can “break even” inthose areas where the competitorsthose areas where the competitorsare trying to find an advantageare trying to find an advantageand can achieve advantages inand can achieve advantages in

other areaother areas Brand should be in a strong andBrand should be in a strong and

unbeatable positionunbeatable position

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In antiseptic lotion marketIn antiseptic lotion market – Dettol – Dettolantiseptic lotion with burningantiseptic lotion with burningsensation and Savlon ( Savlonsensation and Savlon ( Savlon

breaking category perception ) breaking category perception ) positioned itself with antiseptic positioned itself with antisepticsolution that did not sting or burnsolution that did not sting or burnwhen applied . (Countering thewhen applied . (Countering thecategory perception )category perception )

Prudent Mouth wash by ParlePrudent Mouth wash by Parle ( which( whichwas later acquired by Gillette India )was later acquired by Gillette India )

positioned itself as sweet , mint positioned itself as sweet , mintflavored mouthwash VS Listerineflavored mouthwash VS Listerine(J&J) with strong medicinal(J&J) with strong medicinal

properties (dominant mouthwash properties (dominant mouthwash brand at that time ) brand at that time )

s Prudent had to counter the categoryPrudent had to counter the category perception of tastier Mouthwash as perception of tastier Mouthwash as

tastier option for regular use .tastier option for regular use .

http://www.google.co.in/imgres?imgurl=http://bp2.blogger.com/_NzFY_1BJGXE/Rw63D4fnV7I/AAAAAAAAAvM/XNOR6xRg-vc/s320/ListerineFBurstMWash500.jpg&imgrefurl=http://geppapa.blogspot.com/2007_10_01_archive.html&h=300&w=300&sz=15&tbnid=Rk_hK4OuS1sJ::&tbnh=116&tbnw=116&prev=/images%3Fq%3Dlisterine%2Bphotos&hl=en&sa=X&oi=image_result&resnum=1&ct=image&cd=1



Developing and Communicating aPositioning Strategy

s Positioning According to Ries and TroutPositioning According to Ries and Troutx Strengthen own current position – 7 Up as UncolaStrengthen own current position – 7 Up as Uncolax Grab an unoccupied position – Diet Coke , Pepsi ,Grab an unoccupied position – Diet Coke , Pepsi ,

New Dahi Launched - Probiotics New Dahi Launched - Probioticsx De-position or Re-position - Jet Airways andDe-position or Re-position - Jet Airways and

King fisher King fisher x Product ladders – Such as Coke and PepsiProduct ladders – Such as Coke and Pepsi



Jack trout and al Ries suggestJack trout and al Ries suggests What position do we already have I the prospect's mind.?What position do we already have I the prospect's mind.?s What position do we want to own ?What position do we want to own ?s What companies must be outgunned if we are to establish thatWhat companies must be outgunned if we are to establish that

position ? position ?s Do we have enough marketing money to occupy and hold theDo we have enough marketing money to occupy and hold the

position ? position ?s Do we have the guts to stick with one consistent positioningDo we have the guts to stick with one consistent positioning

strategy ?strategy ?s Does our creative approach match our positioning strategy ?Does our creative approach match our positioning strategy ?

POSITIONING

Developing and Communicating a



x Technological frontier( product leadership) ,Technological frontier( product leadership) ,Performance (operational excellence ) , HighPerformance (operational excellence ) , Highresponsiveness ( customer intimacy).responsiveness ( customer intimacy).

x Mc Donald's excelsMc Donald's excels at operational excellenceat operational excellence , G.E ‘s, G.E ‘sappliance Division – operational excellence , engineered appliance Division – operational excellence , engineered

plastic division – customer intimacy , Jet engine division plastic division – customer intimacy , Jet engine division – product leadership – product leadershipx Treacy and Wiersema propose that a business shouldTreacy and Wiersema propose that a business should

follow four rules for successfollow four rules for success1.1. Become best at one of the three value disciplines.Become best at one of the three value disciplines.2.2. Achieve an adequate performance level in the other twoAchieve an adequate performance level in the other two

disciplines.disciplines.3.3. Keep improving one’s superior position in the chosen disciplineKeep improving one’s superior position in the chosen discipline

so as not to lose out to a competitor.so as not to lose out to a competitor.4.4. Keep becoming more adequate in the other two disciplines,Keep becoming more adequate in the other two disciplines,

because competitors keep raising customers’ expectations. because competitors keep raising customers’ expectations.

Developing and Communicating a

Positioning Strategy - Treacy and Wiersema



s Positioning: How many ideas to promote?Positioning: How many ideas to promote?3 Unique selling propositionUnique selling proposition

x Four major positioning errorsFour major positioning errors1.1. Under positioning- vague idea of brand , just theUnder positioning- vague idea of brand , just the

Another entry in the crowded marketAnother entry in the crowded market Vanilla Coke, RC Cola , Center Vanilla Coke, RC Cola , Center Shock Shock

Over positioning- too narrow image of the brand, e.gOver positioning- too narrow image of the brand, e.g TanishqueTanishque

Confused positioning- Company making too many claims .Confused positioning- Company making too many claims .

Doubtful positioning- buyer find it hard to believe the brand claimsDoubtful positioning- buyer find it hard to believe the brand claimsin view of product,s features, price, manufacturer likein view of product,s features, price, manufacturer like Slimming Slimming centerscenters

Developing and Communicating aPositioning Strategy



Pepsi trying

to show howCoke’s position

is confused.



Positioning and Understanding

the Competitions Essential for successful positioning isEssential for successful positioning is

to understand the competitors’to understand the competitors’ products thoroughly and the products thoroughly and thecompetitors’ “position” in the marketcompetitors’ “position” in the market

segmentsegment



PERCEPTUAL MAPs Shows How Target ConsumersShows How Target Consumers

Perceive Brands in a ProductPerceive Brands in a ProductCategoryCategory

s Shows Positions Occupied by RivalShows Positions Occupied by RivalBrandsBrands

s Suggests where New Brands MightSuggests where New Brands Mightbe Positioned.be Positioned.



Hypothetical Perceptual Map for Pain Relievers

Perceptual maps show marketers how closely products are conceptuallypositioned by consumers to “ideal points,” to their own products, and tocompetitors’ products.



Market Positioning Map: Tea-1980s

IcedIced HotHot

Traditional flavor Traditional flavor

Unique flavor Unique flavor

q LuzianneLuzianne

q LiptonLipton

q TetleyTetley

q Celestial SeasonsCelestial Seasons

q

NesteaNestea

Competitive Advantage



Repositioning: Tea - Late

1990s

IcedIced HotHot

Traditional flavor Traditional flavor

Unique flavor Unique flavor

q LuzianneLuzianne

q LiptonLipton

q TetleyTetley

q Celestial SeasonsCelestial Seasons

q NesteaNestea

q Arizona Iced TeaArizona Iced Tea

q SnappleSnapple

q Lipton RoundsLipton Rounds

q Tetley RoundsTetley Rounds

q Lipton Natural TeasLipton Natural Teas

q Lipton FlavoredLipton Flavored

Competitive Advantage



Once completed the perceptual map could help identify wherean organization could launch a new brand perhaps at the

medium price and quality range. In our basic map, you can see



Positioning BasesAttribute

Price and Quality

Use or ApplicationProduct User

Product Class

Competitor

Emotion



POSITIONING.Positioning by corporate identity:-Such as TATA, SONY, GODREJ AND SEIKO .Positioning by brand endorsement :-Companies use names of their powerful brands such as LUX,SURFAnd DETTOL.Positioning by product attributes and /or benefits:-Such as tag line of TATA INDICA is “ More car Per car” COLGATE as fresh breath , decay prevention and taste PROMISE on gum care , Dove

Positioning by use, occasion and time : -Vicks Vacorub for child’s cold at night, Iodex for sprain and muscle

painDettol antiseptic for cuts



Price quality positioning

•A quite powerfulapproach.

•Consumer’s qualityexpectation levels aredifferent,depending ontheir socio- economicstatus. This offers many aopportunities for price-quality levels and

positioningNirma



POSITIONINGPositioning by product category :-Maruti’s van in 1980’s : a car or Multipurpose van and later

positioned as Van and was competing with Matador and tempo andwas named Maruti Omni.Van category : Passenger space and PriceMaruti Omni positioned as Low priced spacious VanWith time Maruti could not acquire dominant Position Vis-à-vis thecompeting brandsWhile trying to sort out this problem Maruti found different perception

people have about the car

They were using it as a substitute for Car : Middle class homesThe company found positioning themes “ the most spacious Family car at the lowest price’Maruti Omni was in the product category of Cars competing withAmbassador , Fiat , Maruti 800



Positioning by product user



Positioning bycompetitor:-The marketer wantsconsumer to

believe that the brand issuperior, or atleast as good as

offered by thecompetitor



Product Repositioning

s Repositioning a ProductRepositioning a Productx Adjusting a product’s present positionAdjusting a product’s present position

can strengthen/increase its marketcan strengthen/increase its marketshare and profitability.share and profitability.

3 Repositioning is accomplished byRepositioning is accomplished bychanging the product’s features, price,changing the product’s features, price,distribution, or image.distribution, or image.

3 Adding new products to theAdding new products to theline may necessitate theline may necessitate therepositioning of older repositioning of older

products. products.



After all that, Repositionings Why do it?Why do it?

x Sustain growth in slow marketSustain growth in slow marketx Correct mistakeCorrect mistake

3 Wal-Mart , Coke and Pepsi , Cadbury , Mattel ToyWal-Mart , Coke and Pepsi , Cadbury , Mattel Toy

s Nestlé's milkmaid was “ Milkmaid condensed Nestlé's milkmaid was “ Milkmaid condensedmilk”milk” a convenient forma convenient form

s Of milk for use as tea or coffee creamer orOf milk for use as tea or coffee creamer orwhitener . Then in 1980’swhitener . Then in 1980’s

s Repositioned as product ideal for makingRepositioned as product ideal for makingsweets and desserts. The pack sweets and desserts. The pack s Design was smartened and changed to suit thisDesign was smartened and changed to suit this

repositioningrepositioning



COMPLANs Launched by Glaxo it was part of ration for soldiers in UK Launched by Glaxo it was part of ration for soldiers in UK

during world war IIduring world war IIs Complan for Mass market and positioned supplementComplan for Mass market and positioned supplementnutrition for Adultsnutrition for Adults

s Doctor's recommended and got positioned as sick man’sDoctor's recommended and got positioned as sick man’s

nutritionnutritions Reviewed Positioning : since the health drink market wasReviewed Positioning : since the health drink market wasgrowing but Complan was not growing .growing but Complan was not growing .

s Company found “ growing Child “ as a big marketCompany found “ growing Child “ as a big marketsegmentationsegmentation

s New Positioning “ Complete Planned food for Children” New Positioning “ Complete Planned food for Children”with 23 nutrients which milk did not carry . It carries milk with 23 nutrients which milk did not carry . It carries milk

proteins as well proteins as wells ‘‘Superior to Milk did not sell’ as Indian mother still heldSuperior to Milk did not sell’ as Indian mother still held

milk as an essential natural diet for the childmilk as an essential natural diet for the child



COMPLANs The new Positioning was against Horlicks but problemThe new Positioning was against Horlicks but problem

emerged as price of Complan was double of Horlicksemerged as price of Complan was double of Horlickss The search for right positioning continuedThe search for right positioning continueds Gave up comparative Positioning and tried to matchGave up comparative Positioning and tried to match

the product claim and the customer needthe product claim and the customer needs Target user and Usage Occasion became the mainTarget user and Usage Occasion became the main

considerations in Positioningconsiderations in Positionings The only health drink That is Complete and suits variedThe only health drink That is Complete and suits varied

occasions and usersoccasions and userss The new positioning was distinct product in its ownThe new positioning was distinct product in its ownright with flavors like Cardamom , strawberryright with flavors like Cardamom , strawberry

s Finally found a good Orbit .Finally found a good Orbit .

i h



Tanishq

s

The Brand was positioned to appeal to the top 1The Brand was positioned to appeal to the top 1 percent of the urban India population percent of the urban India populations Designs were western, showrooms were glamorousDesigns were western, showrooms were glamorous

and Advertising sophisticatedand Advertising sophisticateds

It was perceived as too ElitistIt was perceived as too Elitists Positioning failed to generate expected sales volumePositioning failed to generate expected sales volumes Titan went to the Market with 18 Carat Gold JeweleryTitan went to the Market with 18 Carat Gold Jewelery

against norm for gold jewellery 22 Caratagainst norm for gold jewellery 22 Carats

Mismatch for richMismatch for rich

T i h



Tanishq

s Confusion about the value proposition and productConfusion about the value proposition and productattributes and Target marketattributes and Target market

s Titan has to totally re-work its strategy for theTitan has to totally re-work its strategy for theJewellery businessJewellery business

s Changed the product attributes and introduced newChanged the product attributes and introduced newcollection of 22 carat with Design more Indianised.collection of 22 carat with Design more Indianised.

s Now the aim was to appeal to the wider including Now the aim was to appeal to the wider includingupper-Middle classupper-Middle class

s With Re-Positioning the jewellery business is nowWith Re-Positioning the jewellery business is nowcontributing 20% of Titan's Corporate turnover .contributing 20% of Titan's Corporate turnover .

product differentiation and positioning

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