positioning and marketing of consumer durables
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Transcript of positioning and marketing of consumer durables
What is Positioning?
Objectives of Positioning
Tasks in Positioning
WHAT IS POSITIONING?
It is the act of finding a place in the minds of consumers and
locating the brand therein.
Positioning is not what you do to the product.
Positioning is what you do to the mind of the prospect.
Customer does the Positioning.
OBJECTIVES OF POSITIONING
Create a distinctive place.
Developent and redesign.
Appropriate action.
Reason of buying.
TASKS IN POSITIONING
It involves 3 tasks-
1. Identify differences.
2. Selecting the right differences.
3. Communicating.
IDENTIFY DIFFERENCES
Product differentiation
People
Image
SELECTING THE RIGHT DIFFERENCES
Attractiveness
Distinctive
Pre-emptive
Affordable
Communicable
COMMUNICATING
An effective communication is one that clarifies the target
market, states the value proposition and identifies the
supporting product differentiation.
WHAT ARE CONSUMER DURABLES?
“Consumer durables are the products whose life expectancy is
atleast 3 years. These products are hard goods which cannot be
used up at once.”
INDIAN CONSUMER DURABLES INDUSTRY
INDIAN CONSUMER DURABLES INDUSTRY
WHITE GOODS
REFRIGERATORS
WASHING MACHINE
AIR CONDITIONERS
OTHERS
BROWN GOODS
TELEVISIONS
AUDIO
OTHERS
CHARACTERISTICS OF THE CONSUMER
DURABLE INDUSTRY
Income level determines demand
Purchase priority
Consumer financing
Pricing strategy
Rural demand on the upswing
After sale service
MARKETING OF CONSUMER DURABLES
Marketing of consumer durables is different from
marketing of fast moving consumer goods (fmcg).
Money risk and consumer involvement is high.
Purchased once.
Consumer behaviour is complex.
ISSUES RELATED TO MARKETING OF
CONSUMER DURABLES IN RURAL MARKET
Lesser penetration.
Lack of infrastructure
Importance of studying consumer behaviour.
Importance of segmenting the market.
Purchase priorities
Purchase in towns and semi urban centres.
MARKETING MIX OF CONSUMER DURABLES
Product pricing.
Distribution.
Advertising.
Service.
Personal selling
Packaging
