Download - Positioning
Positioning
Product Position
• The way the product is defined by customers on important attributes- the place the product occupies in consumers mind relative to competing products.
• A products position is the complex set of perceptions, impressions and feelings that customer hold for the product compared with competing products.
JEFFIN JOSEPH/PRODUCT MANAGEMENT/IMT ALLEPPEY
JEFFIN JOSEPH/PRODUCT MANAGEMENT/IMT ALLEPPEY
JEFFIN JOSEPH/PRODUCT MANAGEMENT/IMT ALLEPPEY
• Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the target market’s mind.
Choosing and Implementing a positioning strategy
1.Identifing a set of possible competitive advantages on which to build a position .
2.Selecting the right competitive advantages and
3.Effectively communicating and delivering the chosen position to the market.
JEFFIN JOSEPH/PRODUCT MANAGEMENT/IMT ALLEPPEY
Identifying possible competitive advantage
• Competitive advantage ?It is an advantage over competitors gained by offering customers greater value ,either through lower prices or by providing more benefits that justify higher prices.
• Positioning begins with actually differentiating the company's marketing offer so that it will give customers greater value than competitor.
JEFFIN JOSEPH/PRODUCT MANAGEMENT/IMT ALLEPPEY
How to differentiate?
• Product differentiationCompany can provide wide variety of standard features not provided by competitors.
• Volvo-Better safety• Whirlpool-performance• Jaguar-Unique looks
JEFFIN JOSEPH/PRODUCT MANAGEMENT/IMT ALLEPPEY
•Services differentiation
Speedy convenient or careful delivery
Installation ,Repair services
•People differentiation
•Image differentiation
JEFFIN JOSEPH/PRODUCT MANAGEMENT/IMT ALLEPPEY
JEFFIN JOSEPH/PRODUCT MANAGEMENT/IMT ALLEPPEY
Selecting the right competitive advantage
• How many differences to promote?• Each brand should pick an attribute and tout itself
as “number one “ on the attribute .For example
Strong teeth
complete protection
fresh breathe
JEFFIN JOSEPH/PRODUCT MANAGEMENT/IMT ALLEPPEY
More than one differentiating factor
• Fuel efficient• Low cost • Stylish
Indicia eV2
JEFFIN JOSEPH/PRODUCT MANAGEMENT/IMT ALLEPPEY
Positioning errors• Under-positioning:
– Not positioning strongly enough.
• Over-positioning:– Giving buyers too narrow a picture of
the product.
• Muddled Positioning:– Leaving buyers with a confused image
of the product.JEFFIN JOSEPH/PRODUCT MANAGEMENT/IMT ALLEPPEY
Which differences to promote?
• Important • Distinctive • Superior• Communicable• Affordable
JEFFIN JOSEPH/PRODUCT MANAGEMENT/IMT ALLEPPEY
Communicating and delivering the chosen position
• Once it has chosen a position ,the company just take strong steps to deliver and communicate the desired position to target consumers.
• Positions that have taken years to build can quickly be lost .Once a company has built the desired position ,it must take care to maintain the position through consistent performance and communication.
JEFFIN JOSEPH/PRODUCT MANAGEMENT/IMT ALLEPPEY