Service Positioning

POSITIONING
Positioning is about communicating your unique selling advantage or proposition to your target audience Positioning has three components:
What are your strengths? Your distinctive competencies? What about your offerings provide value to your customers? Who is your target customer? What about them, makes them an ideal fit for the value you offer? How are you different from your competitors in ways that your customers and potential customers will value? In other words, what is your unique selling proposition?

ROLE & IMPORTANCE OF POSITIONING

Positioning is a tiny little business plan boiled down to one sentence Developing a brand positioning strategy forces the company to consider what they need to do to be successful Positioning is all about 'perception'

ROLE & IMPORTANCE OF POSITIONING

Importance of Positioning can be described in following points:
1. Underlines the search for competitive advantage 2. Market segmentation forms the basis for focused strategies 3. Distinguishes a brand from its competitors 4. Conduct internal, market & competitor analysis 5. Plot competitive strategies

POSITIONING MAP
Services are 'mapped' together on a 'positioning map This allows them to be compared and contrasted in relation to each other The marketer would draw out the map and decide upon a label for each axis They could be price (variable one) and quality (variable two), or Comfort (variable one) and price (variable two) The individual services are then mapped out next to each other Any gaps could be regarded as possible areas for new services

POSITIONING MAP

 Trout and Ries suggest a six-step question

framework for successful positioning:
1. What position do you currently own?
2. What position do you want to own? 3. Whom you have to defeat to own the position you want. 4. Do you have the resources to do it? 5. Can you persist until you get there?

6. Are your tactics supporting the positioning objective you

set?

Vodafone Tailor Made Services

An Example of services positioning is that of Vodafone Telecom Operator It offers services to its customer depending on their varied preferences It allows customization of the packs and plans according to the customers needs