DIFFERENT TYPES OF POSITIONING:

Positioning of a Leader:
It is traditionally believed that, the number one
brand in the market has twice the market share of
number two brand, which has twice the market share of
number three brand. The success of a brand is not always
due to its successful marketing strategies, but rather, it is
company was first in that particular product category.
For example, Xerox was the first in the paper copier
market was able to attain the market leadership.
However, the company failed several times to introduce
product in other categories, where it did not have
market leadership.
Similarly, IBM is the market leader in manufacturing
computers. When IBM tried to compete with Xerox in
the copier market where it did not have first mover
advantage, it failed.
• 2. Positioning of a Follower:
If a brand is not the first that comes to mind, then it
is better to identify an unoccupied position where
the brand can be first. For example, when the large
cars like, Ambassador and Fiat were popular in India
in the 80s, Maruti introduced a smaller car with 800
cc capacity and it turned out to be immensely
successful because it was the first in the small car
segment.
• 3. Repositioning the Competition:
Marketers sometimes try to reposition their
products. The reason might be that competitors are
also positioning for the same segment or that the
market has become overcrowded or that the target
segments do not turn out to be as attractive as
forecasted. For example, when coca-cola was the
first entrant in the cola market, it positioned itself
as the “Real Thing”. This positioning made sense at
that time but as time passed, it lost its charm and
the company had to alter its positioning strategy by
coming out with a new punch line “Always Coca
Cola”.
• 4. The power of a Name:
Creating a unique position for the brand in the minds
of the customers becomes easy if the brand has a
suitable name. For example, names like ‘DieHard’ for a
battery, ‘Head and Shoulders’ and ‘Clinic All Clear’ for a
shampoo, ‘Close Up’ and ‘Pepsodent’ for a toothpaste.
• 5. The No-Name Trap:
Companies tend to use abbreviations. For example, GE
is often used instead of General Electric, IBM instead of
International Business Machines and GM instead of
General Motors. They do so in order to make their
company names more general and easier to say.
However, lesser known companies tend to lose their
identity which they use such abbreviations.
 Marketing mix
• Marketing mix is the planned mix of the
controllable element of a marketing plan commonly
termed as 4 p’s : product, price , place, and
promotion. These element are adjusted until a right
combination of found that serves the needs of the
product’s customer while generating optimum
income .
 Product
• Product variety,
• Quality,
• Design
• Features,
• Brand name
• Packaging size
• Services,
• Warranties,
• Return.
 Price
• Price
• Discount
• Allowances
• Payment period
• Credit term
 Promotion

• Advertising,
• Personal selling
• Sales promotion
• Public relation
 Place
• Channels,
• Coverage,
• Assortments
• Location
• Inventory
• Transpotation
• logistics