Professional Documents
Culture Documents
Positioning-Few Questions
PARAMJIT SHARMA
Positioning-The Answers
First
Charles Lindbergh
Neil Armstrong
Edmond Hillery/ Sherpa
Mount Everest
Maruti
PARAMJIT SHARMA
Positioning-Few Questions
Name The
Second ?
PARAMJIT SHARMA
Positioning –What is it ?
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 ?
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
De-positioning Or Repositioning
PARAMJIT SHARMA
Strengthening The Position- Multi branding
•DETERGENT -tide
•DISHWASHERS -cascade
Scope Listerine
PARAMJIT SHARMA
Repositioning
Tylenol Aspirin
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
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
PARAMJIT SHARMA
Positioning –AMUL
PARAMJIT SHARMA
PARAMJIT SHARMA