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Effective Brand Positioning Strategies

This document discusses various positioning strategies that can be used in marketing. It defines positioning as using marketing to form a mental image of a product in people's minds. Then it outlines 8 specific positioning strategies: 1) By product attributes/benefits, 2) By price/quality, 3) By use or application, 4) By product class, 5) By product user, 6) By competitor, 7) By cultural symbols. For each strategy it provides a brief explanation of how that strategy can be used to differentiate a product from others.

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Krishna Chandran Pallippuram
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70 views17 pages

Effective Brand Positioning Strategies

This document discusses various positioning strategies that can be used in marketing. It defines positioning as using marketing to form a mental image of a product in people's minds. Then it outlines 8 specific positioning strategies: 1) By product attributes/benefits, 2) By price/quality, 3) By use or application, 4) By product class, 5) By product user, 6) By competitor, 7) By cultural symbols. For each strategy it provides a brief explanation of how that strategy can be used to differentiate a product from others.

Uploaded by

Krishna Chandran Pallippuram
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

WELCOME

KRISHNA CHANDRAN V S3 MBA GIMS KADAKKAL

POSITIONING

Positioning is the use of marketing to enable people to form a mental image of your product in their minds.

POSITIONING STRATEGIES
A product can be positioned based on 2 main platforms: The Consumer and The Competitor. When the positioning is on the basis of CONSUMER, the campaigns and messages are always targeted to the consumer himself. A number of positioning strategies might be employed in developing a promotional program. The 8 such strategies are discussed below:

1.POSITIONING BY PRODUCT ATTRIBUTES AND BENEFITS


Associating a product with an attribute, a product feature or a consumer feature. Sometimes a product can be positioned in terms of two or more attributes simultaneously. The price/ quality attribute dimension is commonly used for positioning the products

2.POSITIONING BY PRICE/ QUALITY


Marketers often use price/ quality characteristics to position their brands. Premium brands positioned at the high end of the market use this approach to positioning. Another way to use price/ quality characteristics for positioning is to focus on the quality or value offered by the brand at a very competitive price.

3.POSITIONING BY USE OR APPLICATION


Another way is to communicate a specific image or position for a brand is to associate it with a specific use or application

4.POSITIONING BY PRODUCT CLASS


Often the competition for a particular product comes from outside the product class. For example, airlines know that while they compete with other airlines, trains and buses are also viable alternatives. Manufacturers of music CDs must compete with the cassettes industry. The product is positioned against others that, while not exactly the same, provide the same class of benefits

5.POSITIONING BY PRODUCT USER


Positioning a product by associating it with a particular user or group of users is yet another approach

6.POSITIONING BY COMPETITOR
Competitors may be as important to positioning strategy as a firms own product or services. In todays market, an effective positioning strategy for a product or brand may focus on specific competitors. This approach is similar to positioning by product class, although in this case the competition is within the same product category.

7.POSITIONING BY CULTURAL SYMBOLS

An additional positioning strategy where in the cultural symbols are used to differentiate the brands. Examples would be Humara Bajaj, Tata Tea, Ronald McDonald. Each of these symbols has successfully differentiated the product it represents from competitors

THANK YOU

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