Marketing Positioning)
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Transcript of Marketing Positioning)
![Page 1: Marketing Positioning)](https://reader033.fdocuments.in/reader033/viewer/2022061116/5465099cb4af9f87188b45d5/html5/thumbnails/1.jpg)
POSITIONING & DIFFERENTIATION
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POSITIONINGPOSITIONING
• When you think of thanda, [ ] often comes to mind.
• If you are looking for luxury of a car and thrill of SUV, you probably think of
[ ].• Whenever you want a long lasting paint for
your home, [ ] often comes to mind.
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POSITIONINGPOSITIONING
These products have well defined positions in
the minds of consumer
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POSITIONINGPOSITIONING
DefinitionDefinition
• Act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.
•Defined by consumers on the basis of important attributes.
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Process of Market PositioningProcess of Market Positioning
1. Identify key offer characteristics and their weight age by target market
2. Draw a perceptual/ positioning map on characteristics considered most important by target market
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Positioning of Hotels in Belleville:Price vs. Service Level
Expensive
Shangri-LaHigh
Service Moderate Service
Grand
Regency
Sheraton
Italia
CastleAlexander IV
Airport Plaza
PALACE
Atlantic
Less Expensive
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Positioning of Hotels in Belleville: Location vs. Physical Luxury
High Luxury
Shopping District and Convention Centre
Shangri-La
Moderate Luxury
Financial District
Inner Suburbs
Grand Regency
Sheraton
ItaliaCastleAlexander IV
Airport Plaza
PALACE
Atlantic
![Page 8: Marketing Positioning)](https://reader033.fdocuments.in/reader033/viewer/2022061116/5465099cb4af9f87188b45d5/html5/thumbnails/8.jpg)
3. Identifying possible competitive advantages
(Cost leadership or differentiation)
4. Choosing the right competitive advantage How many differences to promote?
• Unique selling proposition (i.e. pick one benefit; Volvo = safety)
• Choose more than one if others share a claim to be best:
Which differences to promote?
- Important Benefits, Distinctive, Superior, Affordable
Process of Market Process of Market PositioningPositioning
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5. Developing a positioning statement Positioning statements summarize the company or
brand positioning EXAMPLE: To (target segment and need) our
(brand) is (concept) that (point-of-difference).
6. Communicating the chosen positionA common way to communicate a product’s positioning is through its marketing mix especially promotion.
Process of Market PositioningProcess of Market Positioning
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POSITIONING STATEMENTSPOSITIONING STATEMENTS
Example:
• To young, active soft-drink consumers who love adventure, Mountain Dew is the soft drink that gives you more energy than any other brand.
Mountain Dew – DAAR KE AAGE JEET HAIN
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Differentiation Strategies
• Product
• Personnel
• Channel
• Image
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• Based on product design – Kinetic honda
• Based on Formula/Ingredients – Vatika
• Based on functional value – Whirlpool Refrigerator 6th sense door open alarm
• Based on additional features – Aristocrat suitcase with wheels
Differentiation through Product
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• Maruti
• Hutch
• Reliance mobile
• Dell computers
• Eureka-Forbes
Differentiation through Channel
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• Educational institutes – IIMs, IITs
• ICICI bank
Differentiation through People
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• Soft-drinks – Pepsi, Thumbs up, Fanta
• Luxury products – Ornaments
• Cigarettes and liquor brands
• Hotels
• Tourist destinations
Differentiation through Image
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Define positioning statements of
PULSAR
DOMINO’S PIZZA
THUMBS UP
MOUNTAIN DEW
Task of the dayTask of the day