GULBARGA UNIVERSITY GULBARGA

DEPATMENT OF STUDIES AND RESEARCH IN MANAGEMENT Sub: MARKETING MANAGEMENT TOPIC : Pdt & Brand Positioning Submitted by : Girish Gilda M.B.A 2ND 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

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 .

 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--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 .

 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
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

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?

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

Position to an Attribute Feature Function Benefit (direct or followon)

Figure 17.2

Position on a Surrogate Nonpareil Parentage Manufacture Target Rank Endorsement Experience Competitor Predecessor

Positioning of a Brand
There certain brands and companies which occupy a dominant position in the consumers 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 ?

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!

Coca cola Pop / Soda

Microsoft

Computer software

International Business Machines Computers

General Electric

Appliances
Military hardware

Intel computer chips

Disney
Movies
Entertainment

McDonalds fast food Nokia cell phones

Toyota Vehicles
Marlboro cigarettes

Mercedes luxury vehicles

Hewlett-Packard Printers Computers

Citi Bank financial services

American Express Credit cards

Gillette Razors
Cisco
communications

BMW luxury vehicles

Honda
Cars / Vehicules

Ford vehicles
Samsung
Electronics

Sony Electronics Entertainment

Pepsi
Food / beverages

Nescafe Coffee
Budweiser beer

Dell computer hardware

Merill Lynch
Investment Banking

Morgan Stanley Investment brokerage

Oracle
Database software

Pfizer pharmaceuticals
J.P. Morgan
Investment banking

Nike Shoes / clothing

Merck
drugs

HSBC Banking
SAP Computer software

Canon cameras
Kelloggs
cereal

Gap clothing / fashion

IKEA
furniture

Harley Davidson motorcycles

Heinz ketchup

Apple Computers / Electronics

Louis Vuitton
Luxury clothing accessories

Nintendo computergames
MTV Music Television

Volkswagen vehicles
LOreal
Cosmetics / Perfume

Xerox photocopiers
KFC Fast food

Kodak cameras
Wrigleys chewing gum

Colgate toothpaste
Pizza Hut Food and beverages

Gucci Luxury items

Kleenex Kleenex

Avon cosmetics
Ebay
Internet shopping

Yahoo Internet services

Nestle Food / confectionary

Adidas sports apparel

Rolex watches

Porsche sports cars

Levis Jeans

Smirnoff vodka
Boeing Aerospace

Heineken beer
Shell Oil and Gas

Nivea skin cream

Google Internet

Starbucks coffee
Moet & Chandon champagne

WHAT BRAND OF _______________________ DO YOU USE / HAVE? WHY THAT BRAND? HOW LOYAL ARE YOU?

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

Totally