positioning analysis

8/14/2019 Positioning Analysis

1/41

MARKETINGMARKETING

ASSIGNMENTASSIGNMENT

Targeting and positioning

:Group members

Himanshu jain

Vljay hariramani

Ankur jain

Ayushi Mehrotra

Meghashah


2/41

TEATEA

Who am I ?

Waghbakri premium tea

What am I ?A WaghBakri premium is a product of Waghbakri group is a fine International

blend of the rich Assam tea and the spices and rich in Antioxidants.


3/41

For Whom am I ?Persons who are health conscious and high end customers.

Why me ?Waghbakri is a tea which has positioned itself as an organic tea thatcontains an antioxidants - a molecule capable of slowing or preventing theoxidation of other molecules. Oxidation is a chemical reaction that can

produce chemical reaction which can damage cells. So antioxidants helps

in maintaining health and preventing diseases such as cancer and coronaryheart diseases. So this is major point of difference from other products.

CommentAs tea contains considerable amount of nicotin therefore waghbakri has

rightly positioned itself as a health conscious tea.


4/41


5/41


6/41

AIR CONDITIONERAIR CONDITIONERWho am I ?

Voltas air conditioner

What am I ?Voltas ac is that which ensures cooling without worrying about hugeelectricity bills . It is a star rated ac that uses electricity wisely by bureau ofenergy efficiency, government of India.


7/41

For Whom am I ?It targets mainly middle class consumer who are cost effective and alsoorganization where acs are used in large quantity so that they can be cost

effective.

Why me ?Voltas ac have positioned themselves as cost effective that enables minimum

power consumption, higher cooling efficiency and quiet operation.Voltas ACsadopt multi-bend heat exchangers that increase the heat exchange surface areaand thus improve efficiency.This design allows adequate refrigerant flow,improves the heat exchange efficiency and lowers powerconsumption.Technologically advanced overall design allows the machine to

perform at its best.

CommentThis product is rightly positioned as it is used in many of the organization andinstitutions where cost matters to them.


8/41


9/41


10/41

HOUSE PAINTSHOUSE PAINTSWho am I ?

Asian paints Apex ultima

What am I ?Asian Paints Apex Ultima Advanced Anti Algal Weather Proof Emulsion is awater-based, modified acrylic, anti algal, high performance exterior wall finish.It incorporates the latest state-of-the-art technology to provide long-lastingexterior performance even in the most extreme tropical conditions of India.


11/41

For Whom am I ?As the product is segmented on the basis of income and areas so it is targeting

premium customers and mainly in tropical areas

Why me ?Asian paints apex ultima is positioned as a premium house paint for exteriorwalls and its unique advanced anti algal chemistry ensures that exterior wallsare provided with power-packed resistance aganist algae and fungi growth. Itshas very good dirt pick up resistance and dirt cleaning properties.

CommentThis product is properly positioned as an anti fungal paint and delivers mostlyto premium customers and in tropical areas.


12/41

CAR BATTERYCAR BATTERYWho am I ?

Amaron

What am I ?Amaron car battery is a multi utility product which helps functioning of the horns ,self start , lights , power windows.


13/41

For Whom am I ?For every individual who owns a car.

Why me ?As the punch line itself says last long really long and so amaron has

positioned itself as a long lasting with zero maintenance

CommentAmaron battery is correctly positioned as a multi utility purpose productand considered as most powerful battery by car owners.


14/41


15/41


16/41

FURNITUREFURNITUREWho am I ?

Durian Dcor

What am I ?A furniture with new trends in life style with quality benchmark products,

redefining the word piece of furniture to a lifestyle product which dictatespride of possessing it.


17/41


18/41


19/41


20/41

HELMETSHELMETSWho am I ?Studds

What am I ?A safety accessory for riders of two wheelers.


21/41

For whom am I ?Targets every section of the society from young to old

people who ride two wheelers and prefers safety

Why me ?Studds a high quality ISI marked helmet has variousranges and is innovative in terms of design. Provides

a sense of safety and style to its users.

CommentHelmets are used by many users just for the sake offollowing rules and hence brands face a tough

competition with the local dwellers in helmetindustry. Studds on the other hand has built an imagethrough a positive word of mouth as a high quality

brand.


22/41


23/41

CFL lightsCFL lightsWho am I ?Havells cfl

What am I ?A cfl lamp gives high efficiency as compared to incandescent lamp at lowenergy consumption


24/41


25/41

Accessories forAccessories for


26/41

Accessories forAccessories for

automobilesautomobilesWho am I ?Blaupunkt

What am I ?A car audio system.


27/41

For whom am I ?For high end customers,Youth and active who wants powerful music

system with better sound quality.

Why me ?Blaupunkt has positioned itself as the most powerful audio system with

best sound and speaker quality .


28/41


29/41

CementCementWho am I ?Ambuja cement

What am I ?Ambuja cement is the largest exporter of cement with 15 % of its

production.


30/41

For whom am I ?

For people who believe in strength and quality.

Why me ?Ambuja cement has positioned itself as a low cost and high qualitycement with proper distributing channels through retail market.Preffered mostlyfor it is highly realisable.


31/41


32/41

SOLAR GEYSERSSOLAR GEYSERSWho am I ?

Vajra solar water heating system(Tata BP solar)

What am I ?A solar water heating device.


33/41

For whom am I ?They are targeting small families as well as large households andcustomers who prefer cost effective heating to electricity.

Why me ?They are positioned as maintenance free heating system botheconomically and ecologically and simple to install with minimunexternal piping.

CommentThey are rightly positioned as they provides hot water withoutworrying about the electricity bills.


34/41


35/41


36/41

Vajra 100 LPD Solar


37/41

Vajra 300 LPD SolarWater Heating System


38/41

Glass crockeryGlass crockeryWho am I ?

Luminarc

What am I ?Dining crockery


39/41

For whom am I ?For people who serve in an elegant way and dine in a classical match ofdecorative and extremely original look.

Why me ?Luminarc products are made in glass. Its material is completely non porousand therefore does not hold back micro organisms. Being a glassware faces

competition from YERA but stands out differently when it comes to designand quality.


40/41


41/41

positioning analysis

Documents