Marketing Positioning Strategies
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This document discusses different positioning strategies for products. It outlines 7 main strategies: 1) By product attributes and benefits, 2) By price and quality, 3) By use and application, 4) By product class, 5) By product user, 6) By competitor, 7) By cultural symbols. For each strategy, it provides examples of products that have used that particular strategy to differentiate themselves in the market and compete with other similar products or competitors.
Marketing Positioning Strategies
- 1. Positioning StrategiesBy. Darrel Jeevan P D’Souza
- 2. A product can be positioned based on 2 main platforms1. The Consumer 2. The CompetitorWhen the positioning is on the basis of CONSUMER, the campaigns and messages are always targeted to the consumer himself. When its based on Competition these campaigns are targeted towards competing with other players in the market.
- 3. Types of Positioning StrategiesBy Product Attributes and Benefits. By Price and QualityBy Use and ApplicationBy product ClassBy Product userBy CompetitorBy Cultural Symbols
- 4. 1. By Product Attributes and BenefitsStrategy consists in associating an object with a product characteristic or customer benefit.Examples……Positioned on its durability and style for its cycle.
- 5. 2. By Price and QualityCertain product categories where high price is automatically associated with quality, or where low price is often considered to be synonymous with inferior quality.Example:
- 6. 3. By Use and ApplicationAssociating the product with a specific use.Example….Used during cold and Flu…..
- 7. 4. By product ClassSome brands need to compete against products of similar class.Example….Airlines companies has to compete with other modes of transport.
- 8. CD Players must compete with cassette Industry as well as with the I-pods and the latest Gadgets who serve similar purposes.
- 9. 5. By product userStrategy of associating the product with a particular type or class of user.Example….AXE targets men Specifically the Youth.
- 10. 6. By CompetitorPositioning strategy consists in making consumers think that your brand is better than, or as good as the competitorsExample….Nimbooz….. EkdumAsli IndianEkdumGharJaisa
- 11. 7. By cultural symbols Positioning strategy consist in identifying something that is very meaningful to people.Example…. Maharajah of Air India has become a world figureIt lays Emphasis on the royal Indian Comfort