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Positioning
SAMNAD.A
S3 MBA
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Positioning Defined Positioning is about how you diffrentiate your
product or service in the mind of your prospect.
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The Essence of PositioningPositioning is a new approach to
communication, advertising and marketing. It isan organized system for finding a window in the
mind of your prospect in order to position
effectively over there a producta merchandise,a service, a company, or a personagainst its
main competitors. This system is based on the
concept that communication can only take place
at the right time and under the rightcircumstances.
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. The mind accepts only that new information
which matches its current state. It filters out
everything else. In other words, positioning is
a process by which a psychological anchor"
has been placed into the minds of prospects so
that they come to choose one specific person
or company over another.
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Positioning is what you do to the mind of the
prospectyou look for the solution of your
problem inside the prospect's mind. Anyone
can use positioning strategy to get ahead in the
game of life.
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Positioning is a process that companies use in
business marketing to create an image in the
mind of the consumer. With all of the media
and the mass marketing we have in todays
society, everyone is over powered with
advertising messages.
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We have advertisements on the Internet,
television, stores and even before a movie at
the theater. With the correct positioning a
company can bring its product /service to the
front of the consumers mind and make their
product/service a stand out brand.
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The objective of positioning
1. To create a distinctive place of a product orservice in the minds of potential customers.
2. To provide a competitive edge to a product or
service.3. Place an intangible service within a more
tangible frame of reference.
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4.Help influence both service development &
redesigning of existing services.
5. Follow consideration of competitions possible
moves & responses so that appropriate action
can be taken.
6. To give the target market the reason of buying theservices &then design the whole strategy.
7. To provide guidelines for the development of
marketing mix with each element beingconsistent with the positioning
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SERVICE POSITIONINGPositioning means projecting the image of the
service in such a way that consumers perceive itsvalue distinctively from that of competitive
offers. In other words, positioning intends to
influence the perceptual process of consumersagainst a service.
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The studies on consumer behavior provide that
consumers do perceive against a marketing
stimulation. Since marketing stimulations aremany, a consumer may not respond selectively
through a perceptual process. Thus, positioning
will be required right from drawing consumerattention to influencing the consumer to take a
positive decision, that is, in purchasing the
service.
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Al Ries and Jock Trout who highlighted the valueof positioning say that positioning starts with a
product-a piece of merchandise, a service a
company, an institution, or even a person.
However, position is no what you do to a product.Positioning is what you do to the mind of the
prospect that is we position the product in the
mind of the prospect.
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There is no standard rule as to how to position aproduct or service. The only guiding principle is
providing a simple and precise answer to the verybasic and fundamental question of the
consumer, Why should I buy or prefer your
offer? This may be against a need, value or
competition.
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The need and value perceptions and competition
scenarios do change in a marketing environment.
Accordingly, service firms should develop newanswers to the consumers question. In other
words, positioning needs to be changed or
repositioning needs to be done as per thechanging scenarios.
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Effective positioning
Positioning influences
Employees attitude
Customer relation
Policies & procedures of an organisation
Responsiveness to solving customer problems
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Positioning Process
1. Market positioning
2. Psychological positioning
*Objective positioning*Subjective positioning
3. Positioning approaches
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Market positioning
Process of identifying and selecting markets or
segments
Thorough knowledge of needs, wants andperceptions of the target market.
Benefits offered by the service.
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Psychological positioning
Use of communication to convey the identity
& image to the target market.
To create a unique product image.
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Types of psychological
positioning Objective positioning
Relates to the objective attributes of the
physical product. Subjective positioning
It includes the mental perception of the
customer.
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Objective attributes of a physical product
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Subjective positioning inspiring culturalheritage rather than physical attributes
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Positioning approaches
Psychological positioning creates an image butpositioning approach completes the picture using
visuals & wordsAppropriate approaches are
selected based on information collected during
market position & psychological positioning.
Positioning by attributes, features or customer
benefits:
Marketers plays emphasis on the benefits of the
particular features or attributes of the offering.
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Positioning by price value:
Value for money can be utilized for positioning
the offering effectively.
Positioning by use of application:
Service offering is positioned on the basis of the
reason for its use.
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Positioning according to users or class of users:
This relates to consumer segments using a service
offering.
Positioning with respect to product class:
It could be based on functional benefits as well as
symbolic and emotional benefits.
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Positioning against competition: It is used to meet competition head-on to bring
on differences between destinations.Positioning by endorsement:
It involves use of celebrities or other product
successes
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my HDFC Bank international Debit card is like anATM Card I can shop with.Thatss like hitting a
double century!
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Positioning strategies.A Service company can use any of the following
themes for positioning:
Service attributes: A company can position the
service attributes such as the facilitatingservices
and the supporting services Service benefits: This strategy focuses upon the
distinctive benefit the consumer can get with
the use of the service
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Service application positioning: The service
company makes the consumer identify the service
need or desire and the suitability of the serviceoffered to satisfy his/her need or desire
Service user positioning: A service company
may identify the target group and position theservice as the best for them
Competitive positioning: The positioning may
be against the competition or away from the
competition.
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Quality positioning: The positioning focuses on
quality leadership of the firm.
Price Positioning: The positioning is to
communicate the best value for the price the
consumers pay.
Leadership positioning: This communicates tothe consumers that the service company is a
major shareholder in the market and enjoys the
acceptance of the majority. Some companies
may focus on innovation leadership.
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Excellence positioning: The positioning is on
the performance and the efficiency of the firm
Service firms hold study, time and again, the
effectiveness of their positioning strategy in
influencing the consumers mind. Based on the
results they need to initiate appropriate changesin the strategy.
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THANKS