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Product Positioning
MM 2016/Product Positioning
Product Positioning
The decisions and activities that create and
maintain a certain concept of the firms
products in customers minds.
It reflects how one product is distinguished
from products from competitors.
MM 2016/Product Positioning
Positioning
Positioning is the perception or the image
that customers have of the company and its
products
Responsibility of the company to manage
its customers perceptions
Every fact and act of the company shapes
customer perceptions directly or indirectly
Company should evaluate every activity in
terms of its role in creating positive
customer perceptions
MM 2016/Product Positioning
Positioning
Communicating the differential
advantage to customers
Product differentiation
Promotional differentiation
Distribution differentiation
Price differentiation
MM 2016/Product Positioning
Positioning
In the Services Context,
three more Ps can be used for
differentiation
People
Process
Physical Evidences
MM 2016/Product Positioning
Clarity
Consistency
Credibility
Competitiveness
MM 2016/Product Positioning
MM 2016/Product Positioning
Lifestyle positioning:
A firm could even position the brand as a
lifestyle contemporary or futuristic .
MM 2016/Product Positioning
MM 2016/Product Positioning
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Precision,
Defined Target audience,
Differentiate,
Reflect organizational values,
Address customer needs,
Specific,
Ability to deliver the promise/s
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REPOSITIONING
Same product and target market,
change
in the image of the product
Product repositioning
Intangible repositioning
Tangible repositioning
Chandrika Soap from skin cure to skin
care
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Lux
Nondeodorant
Deodorant
Lifebuoy
Low
moisturizing
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High/Low:
MM 2016/Product Positioning
Whitening
Foaming
Mouth Freshening
Medicinal 15
Demand Forecasting
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Market-factor analysis
Demand for a product is assumed to be
related to the behavior of certain sales
activity.
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Survey Methods
Consumer Survey:
Direct Interview
Complete
Enumeratio
n
Sample
Survey
Sample
Survey
Method
Opinion Poll
Methods
EndUse
method
Expert
opinion
Delphi
Method
MM 2016/Product Positioning
Market
Test
Laboratory
Tests
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Statistical Methods
Trend
Projection
Barometri
c Methods
Lead-Lag
indicators
Econometri
c Method
Diffusion
indices
Regression
Methods
Simple:
Bivariate
Graphical
Method
Simultaneo
us
Equations
Multivariate
Box- Jenkins
Method
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Demand Forecasting
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Cultural
Culturaland
andsocial
social
Economic
Economic
Dimensions
of the
External
Environment
Technology
Technology
Political
& Legal
Environmental
Environmental
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