Components of positioning strategy .pptx

PPT of marketing

1. “COMPONENTS OF DEVELOPING A POSITIONING STRATEGY” BY : ASHITA

2. POSITIONING : Positioning is the process of creating a mental position or a image of a product or services in the mind of the customer as compared to other brands in the market. OBJECTIVE : To differentiate and establish a competitive advantage. Example : Volvo , which positions itself as the safest car Brand , emphasizing features like advanced safety technology and crash test ratings in it’s marketing to differentiate itself from other Car manufacturers.

3. POSITIONING BY PRICE: Here, the product is positioned as offering Best price. Big Bazaar uses this strategy.

4. POSITIONING BY QUALITY: This is a powerful positioning technique. For example – HUL has marketed it’s “Lipton Green Tea “ as a high quality tea.

5. POSITIONING AGAINST COMPETITORS: The product claims to be better in some way than a competitor. Coca cola and other soft drinks wars are classic example Of such type of positioning.

6. POSITIONING BY BENEFIT : The product is positioned at the leader in a certain benefit. Hero Honda positioned itself as better mileage. Vicks VapoRub for relief from cold.

7. POSITIONING BY CULTURAL SYMBOLS: It is an additional positioning strategy wherein the Cultural symbols are used to differentiate the brands. For example: Hero Honda – Desh ki Dhadkan. Taj Mahal Tea etc.

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