Positioning
Act of designing the company‘s offering and image
so that it occupies a distinctive place in the mind of the target segment.
Positioning involves :
1. Identifying
the unique features of the product as well as the differences of the offer
vis-à-vis the competitor‘s offer.
2.Selecting
the differences that have greater competitive advantage and
3. Communicating such advantages to the target
audience.
Eg. Himami positions Sona Chandi Chyavanprash on the
two platforms of a health body and a sharp mind.
Ghari
detergent –low price high quality..
Lifebuoy
Active –from male soap to a family soap.
Identifying
the Positioning Concept
Product Differentiation –Can be
differentiated on the basis of form, features, durability and quality. Coke
introduced Chota Coke at Rs 5 for rural. Hero Honda came out with the lower priced
Dawn model of motorcycle for the rural buyer. Meswak, Neem and Babool
toothpaste are herbal versions of the soap.
Service Differentiation –Service may be
differentiated in respect of delivery, installation and maintenance. Reliance,
a private LPG company, when pitted against the three well entrenched public
sector undertakings created service differentiation on the basis of their
distribution network and better refilling facility.
People –People who are widely respected
and admired by consumers. Endorsement of Coca Cola by Aamir Khan (dressed as a
villager) or of Sona Chandi Chyavanprash by
Sunny Deol. Courteous staff of HDFC Bank.
Image –Foreign brands image. Image is
built by advertisements, symbols, logos, signs, colors and general reputation
of the company.
Selecting
the Positioning Concept
Critical
factors that should be considered while positioning a brand are:
Attractiveness –Does it provide value to the
customer?
Distinctiveness - Is it different from that of its
competitors?
Pre-emptive - Is it very difficult for the
competitors to copy it? Affordability - Can buyers pay for it?
Communicability –Can the product difference be
clearly expressed?
Developing the concept
Deciding which positioning to promote : Lay stress
on the generic benefit of the product. Eg. Sprite bujhaye only pyaas, baaki sab
bakwaas.
Thanda
matlab Coca Cola.
Deciding how many ideas/differences to promote
–Positioning of two or three ideas would be a better proposition as rural
consumers would think that they are getting more value for their money.
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