positioning in service markething
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POSITIONING IN
SERVICE MARKETING
POSITIONING INSERVICE MARKETING
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INTRODUCTION TO SERVICE
MARKETING
INTRODUCTION TO SERVICE
MARKETING
What is a service?
A service is an act or performance offeredby one party to another.
Services are economic activities that createvalue and provide benefitsfor customers.
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Basic Differences Between Goods & ServicesBasic Differences Between Goods & Services
GOODS
Goods are physical
objects
Goods are devices that
provide benefits for
customers throughownership or use
SERVICES
A Service is essentially
intangible.
A Service does not
normally result in
ownership of any of thefactors of production.
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WHAT IS SERVICE MARKETING?WHAT IS SERVICE MARKETING?
Services marketing is marketing based onrelationship and value.
It may be used to market a service or a product.
Marketing a service-base business is different from
marketing a goods-base business.
There are 4 major differences :
1. The buyer purchases are intangible.
2. The service may be based on the reputation of a single
person.
3. It's more difficult to compare the quality of similar services.
4. The buyer cannot return the service.
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Levels of Marketing StrategyLevels of Marketing Strategy
Segmentation
Segmentation
Targeting
Targeting
Positioning
Positioning
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Levels of Service Marketing StrategyLevels of Service Marketing Strategy
Market segmentation: is defined as theprocess of splitting customers, or potentialcustomers, in a market into differentgroups, or segments.
Market targeting: Market Targeting is theprocess in which intended actual marketsare defined, analyzed and evaluated just
before the final decision to enter is made.
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What is Positioning?What is Positioning?
Positioning is the act of
designing the companys offeringand image to occupy a distinctive
place in the mind of the target
market.
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How do I begin to Position my Brand?How do I begin to Position my Brand?
Why? For Whom?
Against whom?When ?
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In order to Position a BrandIn order to Position a Brand
you must decide :-
Who the Target Consumer is
Who your main competitors are How the Brand is similar to your
competitors
How the Brand is different from your
competitors
Where do you get this information?
Your BRAND INVENTORY!!
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FOCUS OF POSITIONINGFOCUS OF POSITIONING
Attributes and benefits of the product
Competition
Product user
Product use or application
Product class
Cultural symbols
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Identify Competitors. Determine most important attributes
consumers use in choosing a brand.
Determine consumers perceptions of
competitors. Determine perceptions of your brand
What is the ideal brand for your market segments?
Assess best positioning strategy
Track image of brand over time
STEPS IN POSITIONINGSTEPS IN POSITIONING
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Positioning Strategies ofvarious companies using
punch lines or tag lines
Positioning Strategies ofvarious companies using
punch lines or tag lines
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BanksBanks
SBI - With You all the Way
ICICI Bank - Hum Hai Na
HSBC Worlds Local Bank
Central bank of India Build A Better LifeAround Us
Syndicate Bank - Your Faithful & Friendly
Financial Partner
Karur Vysya Bank - Smart Way To Bank
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Telecom CompaniesTelecom Companies
Airtel Express yourself
Reliance Kar lo duniya muthhi mein.
Cell One The One for Everyone
Idea An Idea Can Change Your Life
Vodafone Happy To Help
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POP and PODPOP and POD
Points-of-difference unique brand values
Desirable Deliverable
Points-of-paritysharedbrand values
Necessary
Competitive
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Point of Difference Questions.Point of Difference Questions.
Is the key benefit important to our
customer?
Can we deliver the benefit? Can we own this point of difference over
time?
Is this point of difference sustainableover our competition and their
directions?
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Craft the Brand Positioning Statement
Relevant.
differentiated and
single-minded!
Craft the Brand Positioning Statement
Relevant.
differentiated and
single-minded!
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Three ElementsThree Elements
Target Audience
Compelling benefit
Reason Why (Kitchen Logic)
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All ElementsAll Elements
Packaging, Pricing, Distribution,
Manufacturing, Sales, Marketing.
All work in unison to the beat of the
brand positioning statement.
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The CornerstoneThe Cornerstone
The brand positioning statement is
the single most important item in all of
marketing.
It defines EVERYTHING about what
your brand is to the consumer.
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Product
Creative Leaps
Going From Strategy to IdeaGoing From Strategy to Idea
Consumer Understanding
Strategy / Positioning
Advertising Idea
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Brand PositioningBrand Positioning
Perceived fit
between a
particularproduct offering
and the needs of
target market
Positioning is
defined relative
to:
competitive
offerings
consumer needs
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Physical Positioning
How a firms product compares to the
competitions on some set of objectivephysical characteristics
Perceptual Positioning
How a firms product compares to thecompetitions on some set of subjectivecharacteristics
Brand Positioning
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A brand can be positioned in
several ways:
A brand can be positioned in
several ways:
Benefit positioning.
Target positioning.
Price positioning.
Positioning by distribution.
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Similar conceptsSimilar concepts
Unique Selling Proposition (USP; Reeves and Bates) Advertisers should give a compelling reason to buy a
product that competitors could not match
What component of the IBM reflects this?
Sustainable Competitive Advantage (SCA)
The advantage of delivering superior value in the marketplacefor a prolonged period of time
Further, SCAs can result from any component of the firm
Similar to notion that Principle exists in every part of the firm
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CONCLUSION.CONCLUSION.
Adopting a strong position is not a
passive act; rather it is a deliberate
attempt to influence events. It requiresignoring certain business targets in
favor of others, and if successful, will
yield growth in sales and profits and aconsumer franchise who believe that
your brand has no adequate substitute,
even if it costs more.
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CONCLUSION (cont.).CONCLUSION (cont.).
Neither innovation or quality are, bythemselves, sufficient to guarantee
that a brand will achieve all that it is
capable of in the market place.
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PRESENTED BY :-PRESENTED BY :-
Prashanth
RakeshNeha
Bhargavi
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THANK YOU FOR HEARINGTHANK YOU FOR HEARING