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Market Positioning
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The Marketing PlanningProcess
Market Situation Analysis
Customer Company Competition
SWOT
Marketing Objective & Strategy
Marketing Mix
Advertising Objective & Strategy
Promotion PlaceProduct Pricing
Strengths Weaknesses Opportunities Threats
Marketing Problem
Market Share Target Segments Positioning
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Advertising
Strategy
Advertising
Objective
Marketing
Objective
Marketing
Strategy
Segmentation
Target Group
Positioning
Audience
Key Message
Proposition
Style/Design/Tone
Idea/Concept/
Campaign
role of
advertising
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Positioning
A imperative of the marketing strategy.
What the Brand stands for in the consumers mind in
a unique way (vis--vis the competing brands).
The distinguishing factor among a crowd of brands.
Creates a clear association between the consumer and
the brand.
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Steps to derive Positioning
Identify competition.
Analyze customers.
Determine how competition is perceived and evaluated (onrelevant attributes).
Determine competitors positions (as perceived by consumers).
Look for a hole - a distinct position (should be relevant toconsumers life/lifestyle).
Select, communicate and monitor the positioning.
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Lux
Fair & Lovely
DettolDove
Lifebuoy
Liril
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Positioning Approaches
By Product Attributes or Consumer Benefits
search for a relevant, unique product characteristic
(consumer benefit) that is unexploited.
Car Industry (International):Honda : Economy
Toyota : Reliability
Volvo : Safety (durability)
BMW : Performance (engineering)
Mercedes : Luxury
Volkswagen : Value for Money
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Positioning Approaches
By Product Attributes or Consumer Benefits
search for a relevant, unique product characteristic
(consumer benefit) that is unexploited.
Car Industry (India):Zen : Smooth drive
Santro : Power driveIndica : Value for money
Maruti 800 : Economy
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Positioning Approaches
Price-Quality Approach
Price
Quality
high
low
low high
Cheap Economy
Rip-off Overcharging Premium
High ValueGood Value
Expensive
SupermarketStreet Shop
Dept. Store?
Reg. Store
Boutiques
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Positioning Approaches
User Approach
user image profiling by the brand (personality based).
association through a rub-off effect on the brand.
User could be:
a celebrity (Sachin, SRK, AB, Sehwag, ..).
an expert (Colgate, Saffola, Ponds, Sunsilk, Nikon,).
an ordinary user (Whisper, Dove, Vim, Tide, DeBeer,).
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Positioning Approaches
Product Category Approach
positioned differently from the entire product category. as a new or superior alternative.
most sub-categories or new categories start like this.
examples:
Dove - as a moisturizer as against soaps. 7-Up, the uncola drink.
Rechargeable NiCd batteries against alkaline batteries.
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Positioning Approaches
Competitor Approach
a comparative positioning against a specific competing
brand.
on one or more product characteristics.
examples: Pepsi with its blind tests against Coke.
Avis, a car rental company against Hertz.
Burger Kings against McDonalds.
SpritePepsi - Thums Up.
SantroIndica - Zen
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