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Positioning

This document discusses product positioning and consumer buying behavior. It outlines the typical process for positioning a brand, which involves identifying competing products, attributes, customer perceptions, market share, and the preferred attributes of the target market. Several positioning options are mentioned, such as using price, applications, quality, class, product attributes, or the product user. The document also discusses consumer buying behavior factors like demographics, the consumer buying process, and psychological influences. It describes different types of buying behaviors and the buying decision process.

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Lloyd Soans
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160 views21 pages

Positioning

This document discusses product positioning and consumer buying behavior. It outlines the typical process for positioning a brand, which involves identifying competing products, attributes, customer perceptions, market share, and the preferred attributes of the target market. Several positioning options are mentioned, such as using price, applications, quality, class, product attributes, or the product user. The document also discusses consumer buying behavior factors like demographics, the consumer buying process, and psychological influences. It describes different types of buying behaviors and the buying decision process.

Uploaded by

Lloyd Soans
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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BRAND Positioning & Consumer Buying behavior

Presented By : Vishal Madlani 47 Adheip Bakshi 44 Lloyd Soans 54 Pallavi Salkar 08 Isha Gogawat 26 Neha Singh 21

The methodology to differentiate your brand in the market and the consumers mind

Typically a product positioning process involves the following stages:


Identify competing products. Identify the attributes that define the product space. Collect info from a sample of customers about their perception of each product and their relevant attributes. Determine each products share of mind Determine each products current location in the product space. Determine the target market preferred combination of attributes

Benefits Awareness Geographic Psychographic Behaviour Socioeconomic Demographic Usage

the art and science of fitting the product or service to one or more segments of the broad market in such ways to set it meaningfully apart from competition

some positioning options use price applications product quality class

product attributes

product user

based on shape

based on low price

based on Toughness and Endurance

based on

size

Based on high price

based on Quality

based on sex appeal

Which Service Positioning Strategies Clients to be served? how to attract and retain those clients? The Intended Benefits

onsumer Buyer Behavio

Demographic Factors Age Income Occupation Education Level Avg. Size of the family

Consumer Buying Process


Marketing Inputs Product Price Promotion Place Purchase Decisions Product choice Location choice Brand Choice Other Choices

Consumer

Psychological Inputs Culture Attitude Learning Perception

Types of buyer behavior


Complex buyer behavior e.g. Intel Pentium Processor Dissonance-reducing behavior (brand reduces after-sales discomfort) little difference

Habitual buying behavior e.g. salt variety seeking behavior

significant brand differences e.g soap powder

The Buying Decision Process Recognition of the need e.g a new PC Choice of involvement level (time and effort justified) e.g. two week ends Identification H.P, Apple. Evaluation of alternatives e.g. Dell,

of alternatives I.e. price, customer service, software support, printer/scanner package Post-purchase breakdowns, etc behavior I.e. use,

Types of buyer behavior


Complex buyer behavior e.g. Intel Pentium Processor Dissonance-reducing behavior (brand reduces after-sales discomfort) Habitual buying behavior e.g. salt - little difference variety seeking behavior - significant brand differences e.g soap powder

Its better to be first in the MIND , Than be first in the MARKETPLACE

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