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Positioning in Marketing: Dr. Jaspreet Kaur Associate Professor

The document discusses positioning in marketing. It defines positioning as designing a company's offering and image to make a distinctive place in the target consumer's mind. It then outlines the 5-step process of positioning a product which includes analyzing competitors, identifying their positions, finding consumer preferences, selecting a position, and monitoring the strategy. Finally, it describes different types of positioning such as attributes-based, benefits-based, usage-based, competitor-based, product class-based, quality-based, price-based, and cultural symbol-based positioning. It also discusses types of positioning errors like under-positioning, over-positioning, confused positioning, and doubtful positioning.

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57 views11 pages

Positioning in Marketing: Dr. Jaspreet Kaur Associate Professor

The document discusses positioning in marketing. It defines positioning as designing a company's offering and image to make a distinctive place in the target consumer's mind. It then outlines the 5-step process of positioning a product which includes analyzing competitors, identifying their positions, finding consumer preferences, selecting a position, and monitoring the strategy. Finally, it describes different types of positioning such as attributes-based, benefits-based, usage-based, competitor-based, product class-based, quality-based, price-based, and cultural symbol-based positioning. It also discusses types of positioning errors like under-positioning, over-positioning, confused positioning, and doubtful positioning.

Uploaded by

Bianca Benj Zari
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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TRINITY INSTITUTE OF PROFESSIONAL

STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
Affiliated Institution of G.G.S.IP.U, Delhi

Positioning in Marketing

Dr. Jaspreet Kaur


Associate Professor
Definition of Positioning?
Positioning is the act of designing the
company’s offering and image to make a
distinctive place in the mind of the target
market or consumer.

TRINITY INSTITUTE OF PROFESSIONAL STUDIES


Sector – 9, Dwarka Institutional Area, New Delhi-75
Process of Positioning of a
Product
1. Analyze the consumers’ perceptions in relation to
competitors’.

2. Identify competitors’ positions.

3. Find out the consumer preferences.

4. Select the position for the product.

5. Monitor the positioning strategy.


Types of Positioning
• Attributes based positioning: This type of positioning is
seen with technical products. E.g. The Ericsons EH237
mobile phone is its Low weight and has a number of
features
a. Physical characteristics:
• These can be measured in physical scale like the
temperature, color intensity, distance, strength of
fragrance etc.
b. Pseudo-physical characteristics:
• These show the physical properties which are not easily
measured. The examples are type of fragrance,
creaminess etc.
TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
Types of Positioning
• Benefits Based positing: This is based on the needs
fulfilled by the products e.g. Crest toothpaste
reduces cavities.
• Usage occasions based positioning: The same can be
seen in products like Mentadent Night Action
toothpaste positioned for evening use. Another
example is Itch Guard skin ointment which has been
positioned as an Over. The Counter (OTC) medicine.

TRINITY INSTITUTE OF PROFESSIONAL STUDIES


Sector – 9, Dwarka Institutional Area, New Delhi-75
Types of Positioning

• Competitors‘ based Positioning: Here a product


is directly positioned against a competitor. E.g
Compaq has been directly compared to the
competitor products like IBM personal
computers.
• Product Class: E.g. of this positioning is Van Den
Bergh's “I Can't Believe It's Not Butter” which is
positioning the product against butter. Another
example is Nescafe Bru positioned itself as
instant coffee
TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
Types of Positioning
• Quality Positioning: Here the product is
positioned on the basis of quality
e.g.Sony
• Price Positioning: Positioning could also
be done on the basis of price of the
product e.g. Akai and Tata products are
always cheapest in their segment.

TRINITY INSTITUTE OF PROFESSIONAL STUDIES


Sector – 9, Dwarka Institutional Area, New Delhi-75
Types of Positioning
• The cultural symbol approach:Some
companies use strong cultural symbols to
differentiate their brands .For example the
Brand name Gattu by Asian Paints helps them
to position itself as a brand that is always
ready to help, quick in decision-making and
very much young and contemporary.

TRINITY INSTITUTE OF PROFESSIONAL STUDIES


Sector – 9, Dwarka Institutional Area, New Delhi-75
Types of Positioning Errors
• Under Positioning – This refers to the state
where consumers are unable to look at the
advantage, and feel the USP of the product
e.g.Vanilla Coke
• Over Positioning – This could be giving the
buyers too narrow a picture of the company. For
e.g. if the consumers assumes that Steuben glass
company makes only fine art glass costing
Rs.1,000 whereas it could also make a glass
Rs.50.

TRINITY INSTITUTE OF PROFESSIONAL STUDIES


Sector – 9, Dwarka Institutional Area, New Delhi-75
Types of Positioning Errors
• Confused Positioning: Here the buyers have a
confused image of the company. E.g.Next
computers
• Doubtful Positioning: Buyers find hard to
believe the brand claims e.g. Fair and
Handsome cream

TRINITY INSTITUTE OF PROFESSIONAL STUDIES


Sector – 9, Dwarka Institutional Area, New Delhi-75
Thank You

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