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8/7/2019 Presentation 2service marketing
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MARKET POSITIONING & SERVICES
DEFINATION AND CONCEPT OF POSITIONING
POSITIONING is not what you do the product
Positioning what you do the origin of the product
CHAPTER NO 2
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Steps
selection of target market
segmenting / understand requirement of the
customer clearly
develop a strategy
for differential and positing the product
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Example :
RITZ CARLTON customer servicearound the world
Mcdonals verity of product , speed , efficiency
Jet airways Indias best air ways
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Definition:
Positing is a process of establishingand Maintaining
distinctive
place in the marketfor an organization or
its individual product offering
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THE IDENTIFICATION DESCRIBE THE MAJOR
ISSUE IN DEVELOPINGA MARKETING STRATEGY
identification of target market
customerto whom to serve
creation of a differential advantage
or competition
promote positing strategies
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ATTRIBUTES
POSITING
Malayalam Manorama No. 1 daily
Allahabad Bank-oldest bank
Example:
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BENEFIT
POSITIONING
ICICI / City bank offerfacility ATM/internet
Example
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APPLICATION
POSITIONING
SBI bank foreducational loan
Example
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USER
POSITONING
Specific target group India
destination for tourist
seeing inner peace.
Example
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COMPETITIONING
POSITIONING
INDIAN INSTITUTE OF
MANGEMENT
EXAMPLE
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CATEGORY
POSITIONING
Essel world
entertainment
Example
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QUALITY/ PRICE
POSITIONING
Taj group value formoney
Example
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VALUE CHAIN
SERVICES
Concept: Maichel Porter the
introduced the concept
competitive advantage ,creating
and sustaining superior
performance
Machinery + people +
equipment + Money
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own value chain
customer value chain
( fit to the requirement )
Implement
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Primary activity
logistics
operatinginbound
outbound
marketing
sales/service
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Manufacture / deliver
product / services Instead of activities, if interacted
well between will produce betterresults
Can be divided in to primary
support activities for profitmanagement
In order to do this the
organization need to analyses
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ServiceInfrastructure
HRD
Tech. development
Purchase
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DIFFERENTIATION Important
Distinctive
Superior
Communicable
Preemptive
Affordable
Profitable
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ROLE OF POSITIONING IN MARKTING
STRATEGY:
important aspect
improve market share
in minds of target customer
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STEPS IN DEVELOPING A
POSITIONING STRATEGY
research of the target market
competition current position / future prospect
determine the level of positioning
identification of attributes
customer base uses
price decisions
service ability
attributes