SWAPNIL 1_2
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Transcript of SWAPNIL 1_2
8/7/2019 SWAPNIL 1_2
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1. RAHUL GOLAIT2. RAVI HIWASE3. AKASH SAHU4. HARSHAL AMBATKAR 5. SWAPNIL KOHALE6. MANOJKUMAR SAHU
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PRODUCT POSITIONING CONCEPT
y PRODUCT POSITIONING IS A COMMUNICATIONSSTRATERY BASED ON THE NOTION OF MENTAL
SPACE .
y POSITIONING REFERS TO THE ACT OF LOCATING A BRAND IN CUSTOMERS MIND OVER AND
AGAINST OTHER PRODUCTS IN TERMS OFPRODUCT ATTRIBUTES AND BENEFITS THAT THEBRAND DOES AND DOES NOT OFFER.
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FA CTOR AFF ECTING PRODUCT
POSITIONING
y THE PRODUCT
EX. THE ONLY TELIVISON WITH EFFECTIVESPEAKERS SLOGAN FOR LG
y THE COMPANY EX. A CONSUMER MAY PERSIVE A BETTER IMAGE
OF A PRODUCT IF IT S COME FROM SONY ,WIPRO,RELIANCE,HP ETC.
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y
THE COMPITITION
IT ENABLES THE CONSUMER THE COMPARE THEPRODUCT WITH THE DOMINANT BRAND.
EX. ALL COOKERS ARE COMP ARED WITH TTKPRESTI G E COOKERS AND PC S WITH HCL
y THE CONSUMER EX. GENERATION X LIKE NEW PRODUCTS WITH
LATEST DESING, FEATURES ,STYLE .
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M AJ OR POSITIONING
ERRORS
1. UNDER POSITIONING
2. OVER POSITIONING
3. DOUBTFUL POSITIONING
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GENER AL STR ATEGIES F OR
POSITIONING PRODUCT1. ATTRIBUTE OR BENEFIT
2. QUALITY /PRICE
3. USE/APPLICATION
4. HIGH-TECH POSITIONING
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PERCEPTU AL M A PPING
y Perceptual mapping is a graphics technique used by marketers that attempts to visually display the
perceptions of customers or potential customers .
y Product or perceptual mapping refers to methods to
analyze and understand consumer perception of products.
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y Typically the position of a product ,product line,brand ,or company displayed relative to their
competition.
y Product mapping produces a picture or map of market.The map shows how products are perceived on specific
features or attribute such as reputation ,price , quality etc.
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B R A ND POSITIONING
Act of designing the company's offers and image sothat it occupies a distinct and valued place in the
target customers minds .Ex.. S prite - "Clear Hai!"C oke - "Thanda Matlab Coca-Cola", "Piyo sar utha ke"I dea C ellular I ndia -An Idea can change your life
Adidas -Impossible is Nothing
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B R A ND POSITIONING
5 F A CTOR OF BR AND POSITIO NI NG
y BRAND ATTRIBUTESFeatures & benefits to consumer
y CONSUMER EXPECTATIONS What consumer except to receive from the brand
y COMPPETITOR ATTRIBUTES What other brands in the market offer through features
and benefits to consumers.
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PRICEan easily quantifiable factor
Our product price Vs. our competitors price.
y CONSUMER PERCEPTIONS.The perceived quality & value of our brand in consumer
mind.
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B R A ND POSITIONING STR ATEGIESy Target Market-y Nature of Competition-y Point of difference Associations -
Strong, favorable, unique brand associations May be any kind of attribute or benefit
y Points of Parity Association-
1 category- attributes that are required to include yourproduct as a member of that category.
2 competitive- POP that negate your competitorsPODs.
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IN ORDER TO POSITION A B R A ND
WE MUST DECIDEy WH O IS T H E T A R G ET CO NSUMER IS .y WH O M A I N COMPETITORS A RE .y H O W T H E BR AND SIMI L A R TO COMPETITORS
PRO DUCT .y H O W T H E BR AND DIFFER NCE FROM
COMPETITORS PRO DUCT .
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POSITIONING GUIDE LINE
y THE CONCEPTS OF POINTS OF DIFFERNCE ANDPOINTS OF PARITY CAN BE IN VALUABLE TOOLSTO GUIDE POSITONING.
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POSITIONING GUIDE LINESy DEFINING AND COMMUNICATING THE
COMPETITVE FRAME OF REFERENCE
y ESTABLISHING POINT OF PARITY AND POINT OFDIFFERENCE
y UPGRADING POSITIONING OVERTIME
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INTERN AL B R A NDING
y INTERNAL BRANDING IS A SET OF STRATEGICPROCESSES THAT ALIGN AND EMPOWER EMPLOYEE TO DELIVER THE APPROPRIATECUSTOMER EXPERENCE IN A CONSISTENTFASHION.
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IN INTERN AL B R A NDING FA CTOR O F
FA ILURE A ND SUCCESSy INFORMATION
y MANAGEMENT
y COMMUNICATION
y STRATEGY
y STAFF
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