GULBARGA UNIVERSITY GULBARGA

DEPATMENT OF STUDIES AND RESEARCH IN MANAGEMENT

Sub: MARKETING MANAGEMENT

TOPIC : Pdt & Brand Positioning

Submitted by :

Girish Gilda

M.B.A 2ND SEM

Roll No : 59

Positioning ?Positioning is a technique which the marketing man has to employ with a lot of care & pre-planning .

By positioning a product in a particular way, marketing man is

committing the product to the particular decision & situation .

It means putting the product in a predetermined orbit

Product Positioning • It is the act of fixing the exact locus of the

product offer in the chosen market; it decides how & around what distinctive feature, the product offer has to be couched & communicated to the consumers .

• While doing this the firm analyses the competitors positions searches its own competitive advantages & then identifies the best possible position for the product .

• Lets us understand product positioning through certain examples .

• Positioning of Complan :

It was also positioned against milk and as a health builder . Complan claimed superiority over milk . The promotion listed out the additional nutritive agents it possessed over milk and positioned it as a product superior to milk in health building .

Amul Milk Powder :

Amul Milk Powder which also positioned vis-à-vis milk , was positioned as convenient and ready substitute to milk and not as superior to milk . Amul Milk Powder the ‘milkman’ for thousands of households was not positioned as health builder either whereas complan was positioned as a health builder .

• Positioning on Luxury , Economy , Quality , Fashion ….. ;

Oberoi hotel is positioned on the plank of luxury & exclusiveness ,

Hero Honda 100cc motorbike is positioned on the plank of economy and aimed @ middle class market ,

Surf is positioned on quality Vimal fabrics are positioned on fashion for

loving and well-to-do consumers ,Nirma is positioned on the plank of the

economy & price-conscious segment .

Product Positioning

• Who -- Why -- How

• To whom are we marketing?

• Why should they buy it?

• How do we best make the claim?

• Users vs. non-users (primary vs. selective demand)

• Target market criteria (demographic, geographic, psychographic, benefit segmentation)

• Everybody -- no narrowing down (mass customization, Post-It notes)

The real issue here is commitment -- by all NPD participants and by management

To Whom Are We Marketing?

Why Should They Buy It?

• This too we have been testing -- basic concept statement used for testing and for guiding technical (e.g., QFD “Whats”), and the key reason on the “How likely would you be to buy this if we marketed it?” (product use test)

• Formatted in three ways:– Solves major problem current products do not.– Better meet needs and preferences.– Lower price than current items.

How Do We Make the Claim?

• Product positioning statement is a strategic driver --a core item -- not a list of advantages. Some new products get one short sentence -- technical items more.

• Can be stated as one or more features (what it is).• Can be stated as a function (how it works).• Can be stated as one or more benefits (how the

user gains).• Can be stated as a surrogate (no features,

functions, benefits).

Product Positioning OptionsPosition to an Attribute• Feature• Function• Benefit (direct or follow-

on)

Position on a Surrogate• Nonpareil• Parentage• Manufacture• Target• Rank• Endorsement• Experience• Competitor• Predecessor

Figure 17.2

Positioning of a Brand

There certain brands and companies which occupy a dominant position in the consumer’s mind, on account of the distinction that the brand or company has already attained

For examples : I will be presenting certain world wide brands, and you can show me how loyal you are to your brand ?

Instructions:

In groups, look at the brand logos.

Make a list of the brand and what they sell.

The team with the most correct brand and product associations wins!

Coca – colaPop / Soda

Microsoft

Computer software

International Business Machines

Computers

General Electric

Appliances

Military hardware

Intelcomputer

chips

Disney

Movies

Entertainment

Nokiacell phones

McDonaldsfast food

ToyotaVehicles

Marlborocigarettes

Mercedesluxury

vehiclesHewlett-PackardPrinters

Computers

Citi Bankfinancial services

American Express

Credit cards

GilletteRazors

Ciscocommunications

BMWluxury

vehicles

HondaCars / Vehicules

Fordvehicles

SamsungElectronics

SonyElectronics

Entertainment

PepsiFood / beverages

NescafeCoffee

Budweiserbeer

Dellcomputer hardware

Merill LynchInvestment

Banking

Morgan StanleyInvestment brokerage

OracleDatabase software

Pfizerpharmaceutica

ls

J.P. MorganInvestment

banking

NikeShoes / clothing

Merckdrugs

HSBCBanking

SAPComputersoftware

Canoncameras

Kellogg’s cereal

Gapclothing / fashion

IKEAfurniture

Harley Davidson

motorcycles

Heinzketchup

AppleComputers / Electronics

Louis VuittonLuxury clothing

accessories

Nintendocomputergam

es

MTVMusic

Television

Volkswagenvehicles

L’OrealCosmetics /

Perfume

Xeroxphotocopiers

KFCFast food

Kodakcameras

Wrigley’schewing gum

Colgatetoothpaste

Pizza HutFood and beverages

GucciLuxury items

KleenexKleenex

Avoncosmetics

EbayInternet shopping

YahooInternet services

NestleFood /

confectionary

Adidassports apparel

Rolexwatches

Porschesports cars

LevisJeans

Smirnoffvodka

BoeingAerospace

Heinekenbeer

ShellOil and Gas

Niveaskin cream

GoogleInternet

Starbuckscoffee

Moet & Chandon

champagne

•WHAT BRAND OF _______________________

•DO YOU USE / HAVE? •WHY THAT BRAND? •HOW LOYAL ARE YOU?

How loyal are they to their brand

0%________________________100%

Unloyal somewhat very Totally