Market Positioning and its significance in marketing Practice

Diwakar Silwaldiwakarsilwal@gmail.com

THE POSITIONING STATEMENTITS WHO WE ARE AND WHAT WE STAND FOR

HOW TO GET THE POSITIONING

AUDDIENCE TRUTHWHAT IS AUDDIENCE EMPATHETIC NEED?

BRAND TRUTH

WHAT IS UNIQUE VALUE PROPOSITION THAT BRAND/PRODUCT PROVIDE?

CATEGORY TRUTH

WHAT ARE THE COMPONENTS COMPETITOR ARE NOT FILLING?

CREATING A MARKET POSITIONING

RULES OF POSITIONING RELEVANCE

CLARITY

UNIQUENESS

CONSISTENCY

COMMITMENT

PATIENCE

COURAGE

WHY POSITIONINGTHE BRAND POSITIONING IS ART OF PLACING THE PRODUCT IN CONSUMER MIND THAT YOU WANT YOUR BRAND TO WIN. IT IS THE BENEFIT YOU WANT YOUR CONSUMER TO PERCEIVE WHEN THEY THINK OF YOUR BRAND.

A STRONG BRAND POSITIONING MEANS THAT THE BRAND HAS A UNIQUE, CREDIBLE AND SUSTAINABLE POSITION IN THE MIND OF THE CONSUMER

IT STANDS ON ONE BENEFIT THAT YOUR PRODUCT PROVIDES APART FROM YOUR COMPETITORS.

IT ALSO GIVES YOU THE DIRECTION REQUIRED TO FOCUS ON ORGANISATION GOAL AND THE STRATEGIC EFFORTS.

HOW THESE COMPANIES POSITIONED THEMSELVES

MERCEDES-BENZ………………. PRESTIGE BMW……………………………….. DRIVING VOLVO…………………………….. SAFETY ROLEX…………………………….. HIGH-END WATCHES GOOGLE………………………….. SEARCH ENGINE RED BULL………………………… ENERGY DRINK FEDEX…………………………….. OVERNIGHT (DELIVERY)

IS POSITIONING ALWAYS BENEFICIAL?

XEROX FIRST MADE PHOTOCOPY MACHINE & SOLD THEM WORLD WIDE, AS THE TIME PASSED XEROS BECOME SYNONYMOUS TO PHOTOCOPY

WHEN IT LAUNCHED XEROX DATA SYSTEM, FAX MACHINE AND PC ALL WERE DISASTROUS AND XEROX LOST BILLIONS OF DOLLOR SINCE IT

COUND NOT CHANGE OR RECONSTRUCTED MINDS OF PROSPECT.

SAME HAPPENED WITH IBM & DALDA

REPOSITIONING : RECONTRACTION OF PRESECPTION

Company Traditional image Repositioned imageIBM Computer hardware Services & hardwareXerox copier Hardware & software Bajaj Scooters Motorcycles

Companies LIKE IBM, BAJAJ AND XEROX DID IT

# POSITIONING MAKE BRANDS AND BRAND GIVE VALUES TO COMPANIES.

SUNSILK

…… “HAIR EXPERT”

AMUL

…… “TASTE OF INDIA”

COCA-COLA

…… “TASTE, CLASSIC, HAPPINESS”

PROBLEMS IN POSITIONING

POSITIONING IS A RESULT OF GOOD MARKETING STRAGEGIC PLANNING BUT TO ACHIVE DESIRABLE POSITIONING, WE SHOULD BRING WITH AN IDEA OF WHERE WE WANT TO END UP

POSITIONING IS WHAT COSTUMER THINK ABOUT US- NOT WHAT WE SAY OUR SELVES

THE POSITION MAY BE DIFFERENT IN ANOTHER MARKETS?i.e. HONDA IN JAPAN & USA

JAPAN USAYOUTHFUN ECONOMICALSPORTY GOOD ENOUGH FOR EVERYDAYHI-TECH ENGINE IMPORT

Thank you