Positioing for Students

8/8/2019 Positioing for Students

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Product Positioning

some examples


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When I say the following which products come to

your mind (list from 1to 6)

Safest car

Most economical Motorbike

Most Macho motor bicycle

Suit for the weddings Saree shop for the weddings

Costliest Film super star in India

Most efficient courier company

Educational channel/s Most powerful movie/s (Hindi Film)

Hyderabad

India


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1. A brand of TV positioned with colour ICs

1. A service like time-share positioned wellahead of time

2. A yoghurt brand perceived as ice cream byconsumers

3. A brand of mobile phone raising very highexpectations with a spate of freebies, onlyto disappoint the consumer at the`detailed enquiry' stage.


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These are just someexamples of how brands

can acquire negativeassociations even beforeconsumers completely

understand the offerings.


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Positioning is critical to the marketer as

it involves brand associationsand consumer recall of thebrand.

A good product could be killed bybad positioning as brandpositioning deals with the `psyche' ofthe consumer.

That too in the minds of the customer


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While Anchor toothpaste

resembles Colgate in packaging, the

Vegetarian proposition,

a deeply-rooted value proposition in theminds of the consumers in States such

as Gujarat, reflects a cleardifferentiation


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8/40Clove oil of Babool


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`12-hour' proposition with acelebrity provided clarity to

the differentiation when thebrand was re-launched.


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The Himalaya brand provides a clear

differentiation by associating

itself with traditional ways ofhealthcare.

In certain categories such as softdrinks, the differentiation

depends on the development ofbrand personality rather thantangible benefits.


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A soap being advertised as

a transparent one is nota brand differentiation


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Association with blemishlessskin provides a differentiation.


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A pain balm which is non-stickyin nature offers a differentiationwhich is functional in nature -in addition to serving the coreneed, this proposition also servesthe convenience aspect


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`Fill it, shut it, forget it' from Hero Honda,

reflecting its mileage, is `timely' itprovides those benefits which customersexpect in a market full of severalofferings.


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The `low cost-no f rill'positioning of Maruti in the '80swas also an example which could

be classified under this category.


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The brand which develops a

`timely' offering should be the firstto project the `timely' positioning.Titan was not the first brand to

go digital.


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Computer company Dell worldwide has

carved a niche for itself with itsCustomized value' positioningoriented towards its online orderingsystem.


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While Oxemberg, a brand of ready mades,provided a value proposition much before

Peter England,But Peter England went national to further thevalue proposition (`Honest shirt'). This wasat a time when readymade shirts were gainingacceptance among consumers.


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When consumers were showing a strongpreference towards herbal cosmetics it was

Fairever which launched the herbalfairness cream ahead of the leader Fair &Lovely

During the '70s, herbal shampoo may havebeen perceived as offerings of home-madeones.

Today they may attract adequateattention if packaged and positioned

appropriately.


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Hindustan Lever, which has been marketing shampooofferings for several decades, has launched theherbal brand Ayush in tune with changingexpectations.


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A shampoo brand could position itself onactive ingredients, silkiness of the hair,glamour and the strength the shampoowould impart to the hair.


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Positioning's association with the brand

Positioning Extension: Products that have anappropriate association with the positioning ofa brand developed over a period of time areideal

Dettol antiseptic liquid has extended itselfinto soaps, shaving gels and floorcleaners. Dettol's `germ-killing' action has

been nurtured over time.Lifebuoy is another good example of how abrand could leverage its strong positioning overtime.


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The Life buoy brand, which is one of the largestselling soaps in the world

Double Action Plus, targeting teenagers before launchingthe Gold variant targeting college girls. Thepositioning with regard to all these offerings of the brandis their germicidal action on various problems associatedwith skin.


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Iodex was once associated with the pain balmcategory but that may not be the case in the current

situation.Hero Honda, with its various offerings and judicioususe of sub-branding, is a good example of a brandwhich has sustained its leadership with a combination

of strategies supporting its positioning


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Benz is associated with classic taste,engineering excellence and comfort.

Wagon-R, for example, has projected several

associations since its launch - `interestingpeople' being the latest one. A brand shouldanalyze the impact of changing associationstoo frequently within a short period of time.


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BelievabilityThrill was a cola drink positioned asa Space Age drink. It also had acelebrity association. A1 cigarette

Any positioning has to have acredible association with theproduct category.

Dramatization in advertising couldbe effective if consumers can acceptthe basic logic involved in brand

positioning.


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Aristocrat, the moulded luggage brand, had an '80sadvertisement with a railway porter endorsing it. Thecredibility arises from the fact that the testimonial iscoming from a person who not only handles luggage

day in and out but is also used to `rough' handling ofluggage.

A brand advertising itself on several uses ranging fromheadache to skin care is likely to have low credibility

among consumers.


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A sportsman endorsing a health drink

(Boost) is likely to provide credibility tothe offering, especially when consumerscannot perceive benefits in a tangible

manner.


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The time specified by fairnesscreams and the `Germi-check'introduced by Pepsodent are

examples.


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Over positioned

A brand of detergent positioningitself as an offering with `smarteyes' is likely to perhaps make the

consumers think hard about thebenefit and positioning.

`Spread in the mouth'.

Consumers may not associate thespreading action of the toothpastewith benefits expected from a brand

in the category.


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underunder--positionedpositioned

Foreign brands entering India are likely to be

associated with a higher range of pricesthough they may have offerings/variants inthe lower range (relatively). This hashappened in categories such as jeans and sun

glasses.


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Doubtful positioning?Doubtful positioning?

A brand of cream positioned as antisepticlotion, shaving cream, cleansing cream and

facial cream may find it difficult to convey thispositioning because each of the categoriesassociated with the offering has evolved withspecialized offerings.


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Positioning in relation to a competitor: Avis become

successful only after it stopped positioning directly against

the leader Hertz readily admitting that it was number 2, and

advertised that it will try harder.


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Positioning by product attribute: a company associates

its product with some product feature or customer benefit.Consider for example how foreign cars have used this

strategy. Toyota and Datsun stress on economy and

durability. Volva emphasizes on safety.


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Positioning by price and quality: Some retail stores are

known for their high quality goods and high prices like

Saks Fifth Avenue and at the other end of the price and

quality scale are the discount stores like the M Mart.


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Positioning in re

lation to product use: A

rm andhammer baking soda sales increased tremendously

after the long dormant product was repositioned as an

effective odor-killing agent for use in refrigerators.


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Positioning in relation with a target market

In the face of a declining sales, Johnson and

Johnson repositioned its mild baby shampoo for

use by mothers, fathers and people who must wash

their hair frequently.


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Positioning in relation to the product class:involves associating its product with (or

disassociating it from) a common class of

product.

The soft drink 7 Up was repositioned as an

Uncola, to set it apart from Coca-Cola and other

cola drinks.

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