PRINCIPLE OF MARKETTING

Positioning
Strategies
Digital Assignment 2
 1 Ansh Raaj-20BCE1603

Members 2 Shruti Talukder-20BAI1033

3 Vipin Bhati-20BAI1252

Introduction
“Product Positioning refers to a
brand’s objective attributes in
relation to other brands. It is a
characteristic of the physical
product and its functional
features”.
"Product positioning is closely related to
market segment focus. Product positioning
involves creating a unique, consistent, and
recognized customer perception about a
firm’s offering and image. A product or
service may be positioned on the basis of
an attitude or benefit, use or application,
user, class, price, or level of quality.
It targets a product for specific market
segments and product needs at specific
prices. The same product can be
positioned in many different ways. Another
common framework for product
positioning is taken from a series of
questions."

7 Positioning Strategies:
1. Product characteristics or consumer benefits
2. Pricing
3. Use or application
4. Product Process
5. Product Class
6. Cultural Symbols
7. Competitors
1 : Product characteristics or consumer benefits: this strategy focus on quality. It addresses the
brand's durability, dependability or reliability and style. Toothpaste companies refer to the product
as "refreshing" or "cavity fighting." A slogan like "stronger than steel" communicates strength and
reliability in a market where similar products exist but are differentiated through consistency of
product characteristics.

Your Toothpaste have salt

2 : Pricing: This positioning strategy focuses on the relationship between price and quality and
the consumer's perception of the value of a product. In comparing jacket prices, a buyer might
assume that a jacket higher in price is higher in quality. Conversely, a lower-priced product will
position for affordability. Designer jeans boast quality because of price, while department
store jeans are accessible to all.

When Prices are high

on sale or price of products are low
3 : Use or application: When a brand reaches a larger market or changes the purpose of the brand
or product, positioning based on use is functioning. For example, a company that advertises its hot
tea during colder seasons begins to advertise an iced version during the summer to alter its brand's
use to reach a larger market through modifying applications. Tape or adhesives often used for home
repairs can reposition the brand for decorative or craft projects. Widening the reach accesses a
different type of customer.

During Hot Day after having cold tea

During Winters after having hot tea
4:Product process: This is when a brand is associated with a specific user or class of users.
Endorsements by famous personalities or product influencers are examples. The athleticism
exhibited by basketball players who wear specific sneaker brands is expected to be associated with
the brand in consumers' minds. In purchasing that brand, the expectation is that all who wear it will
be as athletic. Another example is a shampoo once specifically marketed only for babies might
change the application to be used by people with sensitive hair or scalps too. Repositioning based on
the application will help a brand that is already positioned to expand by sharing the market.

Brand Symbol of qualty for rich people

Affordable clothes brand
5. Product Class:
This consists of positioning two related products in the
same product class simultaneously, resulting in an
increased customer base. By positioning dried milk as both
a breakfast substitute and a protein shake, the appeal is
doubled to two different customer needs.
6. Cultural Symbols:
The objective in positioning based on a cultural symbol is to identify
something like a symbol very meaningful to people that have not been
used by competitors and harness it to associate your brand with that
symbol. Airlines have done this with cultural symbols to associate with
royal treatment.
7. Competitors:
Using competitors as a frame of
reference to differentiate a brand is
another type of positioning. Positioning
your brand against competitors is an
obvious challenge on quality and asserts
that your brand is superior with a
competitive edge.
Positioning in relation to or against
competitors inferentially acknowledges
similarities but focuses on the
differences, thus spotlighting your
brand over the others.
Positioning Perceptual Maps
Examples
1.)Hero Honda has emphasized the
economy and reliability of its
automobiles and has become the
leader in the number of units sold.
Hyundai Santro has stressed upon
the manoeuvrability of the car on
the roads and has become one such
company having profits in the very
first year of its operations in India.
Examples
2.)
Yamaha as a brand was struggling with its own set of
problems – a fuddy-duddy image and a growing disconnect
between the brand and its core target audience- the youth.
This was reflected in the number of walking at its
showrooms. To fix the problem it was decided to switch the
positioning from utility biking to pleasure biking and John
Abraham was the perfect fit. John Abraham – a suburban
Mumbai boy and a Bollywood actor became popular as a
stylish biker following his role in Dhoom.
This led the marketer to seek him out and associate him with
brand like Yamaha. There was a true brand connection with
John and the attributes Yamaha stands for- stylish, sporty
and innovative. Also, it was a fit at another level. Abraham
has been a bike enthusiast for a long time and research
gave him green signal too, as he frequently shows up on
listings of youth icons.
Examples
3.)The case of LUX international soap
repositioned as a soap having a
unisex appeal and not just a gender
specific product, on the eve of its
celebrations of completion of its 75
years, is in the same direction. Even
the use of a celebrity like Shah Rukh
Khan could not achieve the very
purpose of brand repositioning and
very soon the ad campaign was
withdrawn from media.
Quiz
Quiz
Quiz
Quiz
Quiz
Quiz
Quiz
Quiz
Quiz
Quiz
Quiz
Quiz
Quiz
Quiz
Quiz
Quiz
Thank you!