a presentation on marketing concept application

8/6/2019 A Presentation on Marketing Concept Application

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A Presentation On MarketingA Presentation On MarketingConcept Application :Concept Application :PositioningPositioning

By:Abhishek Kant Roll No.2Amit Chaubey Roll No.4

Amrit Kumar Roll No.6Anupam Rawal Roll No.8Ashish Upadhyay Roll No.10


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Positioning:Positioning:

It is the act of designing the companysoffering and image to occupy a distintiveplace in the minds of target market.

The goal is to locate the brand in theminds of the consumer to maximize thepotential benefit to the firm .


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Caf Coffee Day has been able todifferentiate itself from the first moverBarista by positioning itself as a hang-outplace for youngsters.


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Important Concepts :Important Concepts :

Competitive Frame Of Reference

Point Of Difference

Point Of Parity


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Competitive Frame Of ReferenceCompetitive Frame Of Reference

A starting point in defining a CFR for abrand positioning is to determineCategory Membership -- the productsor sets of products with which a brandcompetes and which functions as closesubstitutes.


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MOOVMOOVy In market dominated by established

brands that promised relief fromheadache, body ache, and sprains, Paras

pharmaceuticals launched Moov in themarket a balm that relieve joint pains thattrouble older people.

y After research company repositionedmoov as backache specialist" thataddresses housewives. ek minute moovki maalish aah se aaha tak


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Point of Difference (Point of Difference (PODsPODs))y PODs are attributes or benefits

consumers strongly associates with abrand, positively evaluate and believe theycould not find to the same extent with acompetitive brand.

y Eg : Apple for Design

Nike for PerformanceLexus for Quality


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Point of Parity (Point of Parity (POPsPOPs))y These are associations that are not

necessarily unique to the brand but mayin fact be shared with other brands.

y Category POP They representnecessary but not sufficient condition forbrand choice. Eg : Travel Agency

y Competitive POP These areassociations design to negate competitorsPODs.


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DETTOL & SAVLONDETTOL & SAVLON

Properties of Dettol Strong smell,Turning cloudy when poured on water, &

Stinging sensation produced on touching awound.

Properties of Savlon Different smell,The liquid did not turned cloudy in water,No stinging sensation.


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Visa v/s American ExpressVisa v/s American Expressy Visas POD in the credit card category

that it is the most widely available card.y American express has built the equity of

its brand by highlighting the prestigeassociated with the use of its card.

y Having established their PODs, they nowcompete by attempting to blunt eachothers advantage to create POPs.


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Cont.Cont.y Visa offers gold and platinum cards to

enhance the prestige of its brand andadvertises, its every where you want tobe in settings that reinforce exclusivityand acceptability.

y American express has substantially

increased the number of merchants thataccept its cards and create other valueenhancements.


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THANK YOU

a presentation on marketing concept application

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