positioning of service sector
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8/3/2019 Positioning of Service Sector
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Positioning
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Positioning
Kotler defined: “designing an offer so that it
occupies a distinct and valued place in the minds
of the target customer.”
Image that customers have about a product in
relation to the product’s competitors
Purpose of planned positioning is to establish
and maintain a distinctive and desirable place foritself in customer’s mind relative to competing
organisation and its offering.
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Objective of Positioning
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Positioning Strategy
• A strategy is- a statement of how objectiveswill be achieved.
• A positioning strategy describes what the ad is
going to say and how it is going to say it.• Identifies target markets, the position of the
product in the market and the marketing mix.
• Positioning determines the way in which acustomer perceives your product in relation toother products.
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Effective Positioning
• What consumers currently think about the
product, especially in relation to competing
products
• What the marketer wants consumers to think
about the product
• Which positioning strategy will elevate the
consumers’ current product image to the
desired product image
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- Size
- Composition
- Location
- Trends
Marketing
ActionPlan
MARKET
ANALYSIS
INTERNAL
ANALYSIS
- Resources
- Reputation
- Constraints- Values
COMPETITIVE
ANALYSIS
- Strengths
- Weaknesses
- Current
Positioning
Define, Analyze
Market Segments
Select
Target Segments
To Serve
Articulate
Desired Positionin Market
Select Benefits
to Emphasize
to Customers
Analyze
Possibilities for
Differentiation
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Positioning of intangibles
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Positioning process
• The positioning process should be dynamicand it must keep pace with pace the changes inthe marketing environment including changing
needs of the customer and the changing tacticsof the competitor.
Steps-
•
Marketing Positioning• Psychological Positioning
• Positioning Approaches
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Market Positioning
Market positioning is a process of identifying
and selecting markets or segments that
represent business potential, to determine the
criteria for competitive success.
Factors-
• Through knowledge of needs, wants and
perceptions of the target market.
• Benefits offered by the service.
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Psychological positioning
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i) Objective Positioning
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ii) Subjective Positioning
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Positioning Approaches
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i) Features or customer benefits
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ii) Price Value
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iii) Use of application
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iv) Class of users
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vi) Positioning against competition
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vii) Endorsement
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viii) Quality dimension
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ix) Reliability
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x) Assurance
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xi) Tangibility
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xii) Empathy
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xiii) Responsiveness