Product Positioning and Attribute Positioning, Slides of Marketing

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Positioning starts with the product

 The position of a brand is the perception it brings about in the

mind of the target customer

 This perception reflects the essence of the brand in terms of

functional and non functional benefits in the judgement of that

customer

 Be a first mover in that space Successful first movers will always be remembered by consumers  If not, create a new category all together  Position yourself based on how competitors have positioned themselves  Strengthen your position in the consumers mind  Grab an unoccupied space  Deposition or Reposition the competition  Be simple enough to be remembered

a. Under Positioning Customers do not have a complete idea about the product b. Over Positioning Marketers make the product too special Buyers believe the product is meant only for a few customers c. Confused Positioning Buyers have a confused image due to the brand making too many claims or changing their positioning too often

1. Attribute Positioning Attributes such as number of years in existence, size, global presence, environment friendly, technology used etc.

2. Benefit Positioning Product is positioned as a leader of a certain benefit
3. Application positioning Product is best for certain uses or applications
4. User positioning Positioning the product as best for certain user groups

 Benefit related  Competitor related  Lifestyle positioning  Corporate identity  Versatility usage  Surrogate positioning refers to the intangible aspects of the brand

 It helps to focus the product on a specific target customer

 It offers the product a new appeal in the market

 A distinctive place can be occupied in the target markets mind

 Successful creation of the market

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