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PARAMJIT SHARMA

Positioning-Few Questions

Who flew solo Across North Atlantic?


Who was first to land on Moon?
Who was First to scale Mount Everest?
What is name of Highest Mountain in the World?
Which was the first small car produced in India ?

PARAMJIT SHARMA
Positioning-The Answers

First
Charles Lindbergh
Neil Armstrong
Edmond Hillery/ Sherpa
Mount Everest
Maruti

PARAMJIT SHARMA
Positioning-Few Questions

Who flew solo Across North Atlantic?


Who was first to land on Moon?
Who was First to scale Mount Everest?
What is name of Highest Mountain in the World?
Which was the first small car produced in India ?

Name The
Second ?
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Positioning –What is it ?

Positioning is the act of designing


the Organization's
Offerings& Image
to occupy a distinctive place in the
mind of the Target Market

PARAMJIT SHARMA
Positioning-What ?

OFFERING----Products Or Services
IMAGE ----Perceived Value
Target MKT ---Customers/Members

PARAMJIT SHARMA
Positioning-What ?
OFFERING----Products Or Services
Sarson Ka Saag( Markfed) Everest(Adventure)
Amul Pizza(Product)
Atm’s(Banks) Jagjjt Singh(Music)
Cola Pepsi,(Coca-Cola) Bill Clinton (Person)
Car ( Maruti
Miss India( Event

PARAMJIT SHARMA
Positioning-What ?

IMAGE ----Perceived Value

Positioning is not Product.


But ,
What one Does to the mind
Of the Prospect

PARAMJIT SHARMA
Getting Into Mind

KODAK Xerox
IBM Coca -Cola

PARAMJIT SHARMA
Positioning-What ?
Target MKT ---Customers/Members
Product Target Benefits Price Value
Sarson NRI’S Fe,Turnover 40% Premium Taste
ATM’S HMC Quickness 15% Prem Time
Maruti L/MIG Small 10% less Cheap
Pizza Serving Cp Home Del 10% Prem Esteem
Jagjit S MusicLove Relief CD conv
Everest Adv Sports Recognition 15% Prem Satisf
PARAMJIT SHARMA
Positioning-Strategic Options

Strengthening Own Position

Grabbing Unoccupied Position

De-positioning Or Repositioning

PARAMJIT SHARMA
Strengthening The Position- Multi branding

P&G •SOAP -ivory

•DETERGENT -tide

•DISHWASHERS -cascade

•SHAMPOO -heads &


PARAMJIT SHARMA shoulders
Repositioning

Scope Listerine

Medicine The Taste You


Breath Hate Twice a
Day

PARAMJIT SHARMA
Repositioning

Tylenol Aspirin

Aspirin can irritate


No,
stomach lining…… Tylenol is Not
trigger asthmatic.. Found safer
Than Aspirin.
PARAMJIT SHARMA
Positioning-Strategic Options
Leader
Product Ladders
coke
Pepsi
Thumps-Up

Campa-Cola
PARAMJIT SHARMA
Positioning- First in Mind

KODAK-photography
IBM -computers
XEROX-copiers
COKE -cola
GE -electric
HM -ambassador
Maruti -small car
PARAMJIT SHARMA
Positioning- ladders in your mind

coke
Pepsi
Thumps-up

PARAMJIT SHARMA
Positioning –Greater Bank

PARAMJIT SHARMA
Positioning-how many ideas
USP-unique selling Proposition
Number One on Benefits
•Best Quality
•Best Performance
•Best Service
•Best Styling
•Best Value
•Lowest Price
•Safest

PARAMJIT SHARMA
Positioning-how many ideas
Double Benefit Positioning
•Best On Time Delivery
•Best Installation Support
•Safest and Most Durable
Triple Benefit Positioning
•Aqua Fresh Tooth Paste
Anti-cavity
Protection
Better Breath
Whiter Teeth
PARAMJIT SHARMA
Positioning-avoidable errors

Under Positioning -Giving vague idea

Over Positioning -believing Buyer be knowing

Confused Positioning -changing Quickly

Doubtful Positioning -Buyers may believe claims

PARAMJIT SHARMA
Market Place
OLD ECONOMY NEW ECONOMY
•Organize By Product Units By Consumers Segments
•Focus on Profit Transactions On customer life time value
•Marketing does the marketing Everyone does marketing
•Build Brand Through Adv Through Performance
•Focus on Customer Acquisition On Customer Retention
•Over Promise,Under-deliver Under-deliver,Over-
perform

PARAMJIT SHARMA
Communicating-all 4P’S

Car Manufacturers-Good Slamming Doors


Hotels Signals High Quality By Trg.Employees
•Answer calls within 3 rings
•Answer with genuine smile in voice
•Extremely knowledgeable of Services
High Prices Signals Quality Product
Packing,Distribution,Adv & Promotion Helps

PARAMJIT SHARMA
Positioning –AMUL

Before Before Before After After


1950 1970 1990 1990 2000

Threw Polson Hired NDDB


Formed Milk
Mktg
Estb,Credibility GCMMF Leaders Competing
Expert

PARAMJIT SHARMA
PARAMJIT SHARMA

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