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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-à-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?
• 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
To Whom Are We Marketing?
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 OptionsPosition to an Attribute• Feature• Function• Benefit (direct or follow-
on)
Position on a Surrogate• Nonpareil• Parentage• Manufacture• Target• Rank• Endorsement• Experience• Competitor• Predecessor
Figure 17.2
Positioning of a Brand
There certain brands and companies which occupy a dominant position in the consumer’s 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 – colaPop / Soda
Microsoft
Computer software
International Business Machines
Computers
General Electric
Appliances
Military hardware
Intelcomputer
chips
Disney
Movies
Entertainment
Nokiacell phones
McDonaldsfast food
ToyotaVehicles
Marlborocigarettes
Mercedesluxury
vehiclesHewlett-PackardPrinters
Computers
Citi Bankfinancial services
American Express
Credit cards
GilletteRazors
Ciscocommunications
BMWluxury
vehicles
HondaCars / Vehicules
Fordvehicles
SamsungElectronics
SonyElectronics
Entertainment
PepsiFood / beverages
NescafeCoffee
Budweiserbeer
Dellcomputer hardware
Merill LynchInvestment
Banking
Morgan StanleyInvestment brokerage
OracleDatabase software
Pfizerpharmaceutica
ls
J.P. MorganInvestment
banking
NikeShoes / clothing
Merckdrugs
HSBCBanking
SAPComputersoftware
Canoncameras
Kellogg’s cereal
Gapclothing / fashion
IKEAfurniture
Harley Davidson
motorcycles
Heinzketchup
AppleComputers / Electronics
Louis VuittonLuxury clothing
accessories
Nintendocomputergam
es
MTVMusic
Television
Volkswagenvehicles
L’OrealCosmetics /
Perfume
Xeroxphotocopiers
KFCFast food
Kodakcameras
Wrigley’schewing gum
Colgatetoothpaste
Pizza HutFood and beverages
GucciLuxury items
KleenexKleenex
Avoncosmetics
EbayInternet shopping
YahooInternet services
NestleFood /
confectionary
Adidassports apparel
Rolexwatches
Porschesports cars
LevisJeans
Smirnoffvodka
BoeingAerospace
Heinekenbeer
ShellOil and Gas
Niveaskin cream
GoogleInternet
Starbuckscoffee
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