Service Positioning Presentation

8/2/2019 Service Positioning Presentation

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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

Service Positioning Presentation

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