Ppt on Product Positing by Anup Kumar Ojha

8/3/2019 Ppt on Product Positing by Anup Kumar Ojha

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Presented by

Anup Kumar Ojha

MBA IV

12/14/2011 USHA MARTIN ACADEMY KOLKATA 1


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Product positioning is another important part

of marketing mix and it plays a very crucial

role in the success of a products demand

creation on sale in the market. Each product must provide some unique

combination of new features desired by the

target market.

New product positioning means whendeveloping a new product, a company should

identify all the features that are offer by all

its major competitors.

12/14/2011USHA MARTIN ACADEMY KOLKATA 2


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In today's over-communicated society and

highly competitive markets, consumers have

numerous options in almost all product

category. For Example: consumers can buy PC from

Lenovo, Acer, Sony, Apple, HP, Compaq,

Zenith, and others including low cost

assemblers. Product positioning decisions are strategic

decisions and have an impact on long term

success of the brand.



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Product differentiation is one way of

improving the prospects of product success

and it must be used with innovative ideas

pre-tested in the right segment.



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Assessment of consumers 'perceptions of

competition: After defining the competition,it is important to determine how consumers

perceive the competing products. Determining competitors' position

Analyzing the consumers Preferences

Make the positioning decision



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A brand is perceptual entity and exists in the

perceptual world of customers.

In their attempt to create a brands position,

strategists must guard against somepositioning errors.

I. Under positioning

II. Over positioning

III. Confused positioning

IV. Doubtful positioning



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1. Who am I ? (The brands identity, lineage,

or family).

2. What am I ? (The functional capabilities of

the brand)3. For whom am I ? (The consumer segment I

serve best),and

4. Why me ? (Powerful reasons to choose me

than any other alternative)



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Marketers use the names of companys

powerful brands for line extensions or while

entering another product category.

For Examples: Lux,Surf,Titan,Dettol.



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The best and most widely quoted example

of this type of positioning is by Avis, the car

rental company.

Positioning by competitor may be usedbecause the competitor enjoys a well-

establish image in the market.

The marketer wants the consumers to

believe that the brand is superior, or at leastas good as offered by the competitors.



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A Brands repositioning is usually considered

when there are attractive opportunities or

the brand sales stagnate or decline.

For Example: Johnson & Johnson repositionedtheir baby shampoos and lotions for the adult

market by changing the promotional and

packaging strategy. This was in response to

growing opportunities due to lifestylechanges.



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It is a statistical technique used in the

market research to determine how people

value different features that make up an

individual product and service.



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Customers seek to solve some of their

problems or derive some benefits out of the

products they buy and the seller should know

the following about the product.1. Does the product solve a problem or satisfy

a need?

2. Which other products offer the same type

of benefits or solutions in the market?3. Does the product provide value for money.



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?



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Thank You

12/14/2011USHA MARTIN ACADEMY

KOLKATA 14

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Ppt on Product Positing by Anup Kumar Ojha