product-brand-positioning-1207846032999282-8

GULBARGA UNIVERSITY GULBARGA : 

GULBARGA UNIVERSITY GULBARGA DEPATMENT OF STUDIES AND RESEARCH IN MANAGEMENT Sub: MARKETING MANAGEMENT TOPIC : Pdt & Brand Positioning Submitted by : Girish Gilda M.B.A 2 ND SEM Roll No : 59

Positioning ? Positioning is a technique which the marketing man has to employ with a lot of care & pre-planning . By positioning a product in a particular way, marketing man is committing the product to the particular decision & situation . It means putting the product in a predetermined orbit : 

Positioning ? Positioning is a technique which the marketing man has to employ with a lot of care & pre-planning . By positioning a product in a particular way, marketing man is committing the product to the particular decision & situation . It means putting the product in a predetermined orbit

PowerPoint Presentation: 

Product Positioning It is the act of fixing the exact locus of the product offer in the chosen market; it decides how & around what distinctive feature, the product offer has to be couched & communicated to the consumers . While doing this the firm analyses the competitors positions searches its own competitive advantages & then identifies the best possible position for the product . Lets us understand product positioning through certain examples .

PowerPoint Presentation: 

Positioning of Complan : It was also positioned against milk and as a health builder . Complan claimed superiority over milk . The promotion listed out the additional nutritive agents it possessed over milk and positioned it as a product superior to milk in health building . Amul Milk Powder : Amul Milk Powder which also positioned vis-à-vis milk , was positioned as convenient and ready substitute to milk and not as superior to milk . Amul Milk Powder the ‘milkman’ for thousands of households was not positioned as health builder either whereas complan was positioned as a health builder .

PowerPoint Presentation: 

Positioning on Luxury , Economy , Quality , Fashion ….. ; Oberoi hotel is positioned on the plank of luxury & exclusiveness , Hero Honda 100cc motorbike is positioned on the plank of economy and aimed @ middle class market , Surf is positioned on quality Vimal fabrics are positioned on fashion for loving and well-to-do consumers , Nirma is positioned on the plank of the economy & price-conscious segment .

Product Positioning: 

Product Positioning Who -- Why -- How To whom are we marketing? Why should they buy it? How do we best make the claim?

To Whom Are We Marketing?: 

Users vs. non-users (primary vs. selective demand) Target market criteria (demographic, geographic, psychographic, benefit segmentation) Everybody -- no narrowing down (mass customization, Post-It notes) The real issue here is commitment -- by all NPD participants and by management To Whom Are We Marketing?

Why Should They Buy It?: 

Why Should They Buy It? This too we have been testing -- basic concept statement used for testing and for guiding technical (e.g., QFD “Whats”), and the key reason on the “How likely would you be to buy this if we marketed it?” (product use test) Formatted in three ways: Solves major problem current products do not. Better meet needs and preferences. Lower price than current items.

How Do We Make the Claim?: 

How Do We Make the Claim? Product positioning statement is a strategic driver --a core item -- not a list of advantages. Some new products get one short sentence -- technical items more. Can be stated as one or more features (what it is). Can be stated as a function (how it works). Can be stated as one or more benefits (how the user gains). Can be stated as a surrogate (no features, functions, benefits).

Product Positioning Options: 

Product Positioning Options Position to an Attribute Feature Function Benefit (direct or follow-on) Position on a Surrogate Nonpareil Parentage Manufacture Target Rank Endorsement Experience Competitor Predecessor Figure 17.2

Positioning of a Brand: 

Positioning of a Brand There certain brands and companies which occupy a dominant position in the consumer’s mind, on account of the distinction that the brand or company has already attained For examples : I will be presenting certain world wide brands, and you can show me how loyal you are to your brand ?

PowerPoint Presentation: 

What's my brand?

PowerPoint Presentation: 

Instructions: In groups, look at the brand logos. Make a list of the brand and what they sell. The team with the most correct brand and product associations wins! What's my brand?

Coca – cola Pop / Soda : 

Coca – cola Pop / Soda What's my brand? Microsoft Computer software

International Business Machines Computers: 

International Business Machines Computers What's my brand? General Electric Appliances Military hardware

Intel computer chips: 

Intel computer chips What's my brand? Disney Movies Entertainment

Nokia cell phones: 

Nokia cell phones What's my brand? McDonalds fast food

Toyota Vehicles: 

Toyota Vehicles What's my brand? Marlboro cigarettes

Mercedes luxury vehicles: 

Mercedes luxury vehicles What's my brand? Hewlett-Packard Printers Computers

Citi Bank financial services: 

Citi Bank financial services What's my brand? American Express Credit cards

Gillette Razors: 

Gillette Razors What's my brand? Cisco communications

BMW luxury vehicles: 

BMW luxury vehicles What's my brand? Honda Cars / Vehicules

Ford vehicles: 

Ford vehicles What's my brand? Samsung Electronics

Sony Electronics Entertainment: 

Sony Electronics Entertainment What's my brand? Pepsi Food / beverages

Nescafe Coffee: 

Nescafe Coffee What's my brand? Budweiser beer

Dell computer hardware: 

Dell computer hardware What's my brand? Merill Lynch Investment Banking

Morgan Stanley Investment brokerage: 

Morgan Stanley Investment brokerage What's my brand? Oracle Database software

Pfizer pharmaceuticals: 

Pfizer pharmaceuticals What's my brand? J.P. Morgan Investment banking

Nike Shoes / clothing: 

Nike Shoes / clothing What's my brand? Merck drugs

HSBC Banking: 

HSBC Banking What's my brand? SAP Computer software

Canon cameras: 

Canon cameras What's my brand? Kellogg’s cereal

Gap clothing / fashion: 

Gap clothing / fashion What's my brand? IKEA furniture

Harley Davidson motorcycles: 

Harley Davidson motorcycles What's my brand? Heinz ketchup

Apple Computers / Electronics: 

Apple Computers / Electronics What's my brand? Louis Vuitton Luxury clothing accessories

Nintendo computergames: 

Nintendo computergames What's my brand? MTV Music Television

Volkswagen vehicles: 

Volkswagen vehicles What's my brand? L’Oreal Cosmetics / Perfume

Xerox photocopiers: 

Xerox photocopiers What's my brand? KFC Fast food

Kodak cameras: 

Kodak cameras What's my brand? Wrigley’s chewing gum

Colgate toothpaste: 

Colgate toothpaste What's my brand? Pizza Hut Food and beverages

Gucci Luxury items: 

Gucci Luxury items What's my brand? Kleenex Kleenex

Avon cosmetics: 

Avon cosmetics What's my brand? Ebay Internet shopping

Yahoo Internet services: 

Yahoo Internet services What's my brand? Nestle Food / confectionary

Adidas sports apparel: 

Adidas sports apparel What's my brand? Rolex watches

Porsche sports cars: 

Porsche sports cars What's my brand? Levis Jeans

Smirnoff vodka: 

Smirnoff vodka What's my brand? Boeing Aerospace

Heineken beer: 

Heineken beer What's my brand? Shell Oil and Gas

Nivea skin cream: 

Nivea skin cream What's my brand? Google Internet

Starbucks coffee: 

Starbucks coffee What's my brand? Moet & Chandon champagne

PowerPoint Presentation: 

WHAT BRAND OF _______________________ DO YOU USE / HAVE? WHY THAT BRAND? HOW LOYAL ARE YOU? What's my brand?

PowerPoint Presentation: 

How loyal are they to their brand 0%________________________100% Unloyal somewhat very Totally