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Positioning: Marketing and Product

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Positioning: Marketing and Product
Brand Positioning

Submitted by:

Rishi Dewan
PGDM-Marketing (DCP)
IMT Ghaziabad

Contents Introduction 2 Process of Positioning 3 Strategies of Positioning 5 Positioning by Product attributes 5 Positioning by Quality 5 Positioning by Price 6 Positioning by User Category 7 Positioning by Use 8 Positioning by Competitor 9 Positioning by Celebration 10 Positioning Errors: 11 1. Under-positioning 11 2. Over Positioning 11 3. Confused positioning 12 4. Doubtful positioning 12 Repositioning 13 Depositioning 14 Measuring the Positioning 15 Perceptual mapping 15 Multidimensional scaling (MDS) 16 Conjoint Analysis 17 Logit Analysis 18 Positioning of a leader 19 Positioning of a Follower 20 Power of Name 21 The no name trap 21 The free ride trap 21

Introduction
Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the minds of the target market. The goal is to locate the brand in the minds of consumers to maximize the potential benefit to the firm. The result of positioning is the successful creation of a customer focussed value proposition. Positioning is all about perception. Perception created in consumer mind and target market mind. Trout and Ries defines positioning as a battle mind.
Examples
a) Mahindra & Mahindra positioned their SUV Scorpio to life style oriented consumers. b) Indica by Tata Motors for small car consumers who want a more spacious vehicle. c) Domino’s Pizza for convenience-minded pizza lovers. Benefits being delivery, speed, and good quality. d) Indigo E-CS is trying to position itself as Most fuel efficient car. e) Tata Aria is positioning itself as luxurious, spacious(Mini van) and SUV f) BMW positioned itself as a Luxury, comfort and sporty (quality and luxury) to enter the market when USA market has cars either as quality (mileage but no comfort and luxury) or comfort and luxury.

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