MISPERCEPTION OF POSITIONING

First of all there is no word like product positioning, its Positioning or Brand positioning.Positioning is what you do to the consumer mind, not to the product.

• Positioning is differentiating of the product in the mind of consumer

OR• Positioning is the

creation of the perception in the mind of consumer.

POSITIONING-• After deciding upon the target to cater to, the marketer needs

to position the product or service offering.• Positioning is the act of designing the product and service

offering of a company in the minds of the customer’s so that-1. The customer can relate the product and service offering to

a need or want.2. The marketer can create a distinctive image of himself.3. The consumer can perceive a brand’s characteristics relative

to those of competitive offerings.

IT IS THE PROCESS OF CREATING AN IMAGE OF THE PRODUCT AND SERVICE OFFERING IN THE MINDS OF THE CONSUMER.

A product or service offering is positioned on the basis of the attributes or features that the product or service

offering possesses;

EXAMPLES-1. Johnson and johnson- Baby care2. Dove- Skin care; soap with moisturizer3. Amul- The taste of india; cooperative movement4. Tata tea- Jagoo re; awareness

The marketer should choose the positioning parameters with care; they should be important and of value to the customer; distinctive, superior, affordable and viable.

Issues:

A. Choosing what to position-The criteria to promote could relate to products, services, the 4ps, company image and reputation, and the people.As a strategy , positioning can be based on:1. On perceived benefits, characteristics or image.2. On competition3. On a combination of both.

The product positing based on various bases-

Product attributes-LG golden eye :auto contrast and brightness control.

Benefits, problem solutions and basic needs-Pepsodent (decay prevention)

Close up (fresh breath)

Quality-Sony televisions for sound

Product user-Parker (amitabh bachchan), reid and taylor

(executive /lifestyle), johnson and johnson(babies)

Product usage-Burnol(as a burn skin)

Specific use-Greeting cards for every occasion

Service-Maruti service station all over

India.

Price-Subhiksa; isse sasta aur nahi?

Distribution Channel-Dell( direct selling and customization.)

Against other products (competitors)-Savlon vs dettol

In US what is the name of the safest car ANSWER is VOLVO. In consumer mind VOLVO is the perception of safety. People forget about speed, driving & luxury cars. If any company want to positioning their car so they must focus on either speed, driving or luxury.

B) How many criteria to use for positioning-

• Just one- UNIQUE SELLING PROPOSITION.• Few : other feature or attributes or benefits

C) What qualities should the criteria for positioning posses?

It should be-1. Important- value in the eyes of the segment;E.g.- sony color tv known for picture quality and sound effect.

2. Distinctive: uniqueE.g.; savlon antiseptic does not sting or burn when applied.

3. Superior: better than other available brands;E.g., cooling time for refrigerators ; helps make ice quicker

4. Communicable: the criteria should be easily communicable to the segment in a laymen's language ( less of technical description and jargons)

5. Primitive- the criteria should be such that it is not easy to copy or imitate easily.E.g.. Auto contrast of LG golden eye

6. Affordable- the criteria should be valuable but should not be so high price that is out of reach for the segment.

7. Profitable- the delivery of such value should not be at the cost of earning losses for the company. It must be valuable for both customer prospective and company prospective.

Positioning strategies-

• Two kinds of positioning strategies:1. Points of parity (POP) - category point of parity associations - competitive point of parity associations

2. Points of difference (POD)

Point of parity-

• The product or service offering is similar to that of the competitor.

• The brand association is not unique in nature; it is shared by other competitive brands;

Example- complan, Boost and Bourn vita : positioned as : all help children to grow.

Two basic forms-a) Category point of parity b) Competitive point of parity

Category point of parity-

• The product or service offering should posses these equalities in order to the qualify being a part of the product or service category.

- These are the bare minimum that all the brands should possess in order to qualify as a part of the product or service industry.

- Example- all mouthwashes contains antimicrobials; they are also minty.

Competitive point of parity-

• These are developed to fight against and balance out with the competitors points of difference.

- example-- Listerine vs scope: listerine claims to leave you fresh

after a rinse and prevents bad breath; scope claims that it does the same but in a milder way.

- Other examples-- Savlon versus dettol: savlon does not sting when applied

on wound.

HOLY BOOK

• Holy Book is the sacred book belonging to certain religious community or political groups.

List of Holy Books Hindu read

• The Vedas.• The Upanishads.• The Ramayana.• The Bhagavad

Gita.• The Puranas.

HINDU TEXT INCLUDE

Hindu text

smritishruti

Shruti + Smriti = Shastra

Positioning of Holy Books

• People Awareness.• Addition in syllabus.• Comics of Holy Books.• Celebrities.• Tours of Temple.• Theatre.

By make people aware to tell them about the benefits of Holly Books

• You will begin to mature in the things of God.

• Your faith will grow. • You will be filled with hope. • You will obtain freedom. • You will know the will of God for your life.• You will become and be known as a wise person. • You will receive power to overcome sin.

- You will find wisdom and direction. - Your mind will be washed from worldly patterns of thinking and moved into the divine mindset. - You will be filled with joy. - You will begin to learn hearing the voice of God. - You will be taught how to stay humble. - You will learn to fear the Lord. - You will become prosperous and successful in all you do.

Addition in Syllabus

• Haryana Education Minister Ram Bilas Sharma already introduced moral education as a subject for students of classes 6 to class 12, It should also be introduced at college & university level.

Comics of holy books

• As we know kids love to read comic books, so we can adopt this concept in the positioning of holy books by publishing comics of holy books.

How to Promote

• In current scenario there is a huge influence of celebrities in our society, so they can contribute to promote holly books.

Students are facing DEPRESSION-

• Depression among college students wears many faces, and in a survey conducted by the association for university and college counseling center directors, 36.4% of college students reported they experienced some level of depression in 2013.

• Depression is the number one reason students drop out of school.

Holly books may help to get rid of depression-

• Please note that in any situation, it may be difficult for you to approach a friend regarding these illnesses. Holly books can help the students to came out of these situations.

• Our guide is not a substitute for treatment, but it will help you find resources or ideas that lead to a happier and healthier college or school or life career.

Thank YouSANJEET CHHIKARAMBA 2YR

Presented By :-