Positioning is the perception in the minds of the targeted market. It is the aggregate perception of the consumers and market have of your company, products, and services. The concept of positioning was given by two advertising executives AL RIES and JACK TROUT. According to them, positioning is not concerned about what you do but is concerned about the impression in the minds of consumers.
Principles of Positioning:
- Better to be first than to be late: It better to be a prime mover, explorer will always present in the minds of consumers. For e.g. McDonald, Amul, etc.
- If late try to introduce new things in your product.
- Strengthen your position in minds of consumers.
- Try to occupy unoccupied space. For e.g. Complain advertise to provide complete food drink.
- Try to position by using a simple and easy name. For e.g. BATA
1. Under positioning: The company realizes that the consumers do not have clear ideas about the product or services.
2. Over positioning: The consumers have a narrow image of the product. For e.g. consumers think that Lakme products are expensive.
3. Confused positioning: The brand provides various claims about its product but the consumers may not believe them.
4. Doubtful positioning: Many times, consumers find it difficult to believe brand with the view point of price, quality, features, etc.
Types of Positioning Strategies:
1. Attribute positioning: The company positioned its products in the markets on the basis of their size or number of years of their experience.
2. Benefit positioning: The company positioned products by providing various benefits. For e.g. Hero Honda provides better mileage.
3. Use or application positioning: The company occupies the unoccupied space. For e.g. Complan provides complete food drink.
4. Target market: Positioning related to a target market. Nestle offers different varieties of products with the help of this strategy.
5. User positioning: The company focuses on products for specific users.
6. Competitor based positioning: Positioning by making new changes in their products which are similar to their competitors to provide something new to the consumers.
7. Product category positioning: Positioning as a leader in certain products. For e.g. aqua fresh positions as a mouth wash.
8. Quality or price positioning: Positioning by providing the products at a better value.
Product Positioning Strategies:
1. Product user strategy: Under this strategy, the firm tries to associate its products with its users. For e.g. bournvita is positioned as a product for children.
2. Product class strategy: Under this strategy, the producers highlight the main factor of their products. For e.g. lifebuoy removes germs.
3. Product benefit strategy: Under this strategy, the products are positioned on the basis of their benefits. For e.g. ENO helps to get rid of acidity.
4. Price and quality strategy: The consumers look at the same category of product on the basis of their price as well as quality. For e.g. Tide and Nirma.
5. Specific product features strategy: This positioning strategy is most used among the firms. It associates products with their special features. For e.g. oppo f1 positioned on the basis of their selfie feature.
6. Competitor strategy: Under this strategy, the firms positioned their products by providing better services and products than their competitors. For e.g. Snap deal vs Flipkart.
7. Cultural symbols strategy: Under this strategy, cultural symbols are used to differentiate the products. For e.g. MDH masala.
8. Positioning by corporate image: Positioned their product by using the corporate name. for e.g. TATA group companies.
9. Positioning by emotions: Positioned their products by using dramatizing emotions. For e.g. HDFC life’s “Ghunghroo” is a part of its “Sar Uthake Jiyo” campaign where a father helps his daughter to get a prosthetic leg to complete her dream of dance.
10. Positioning by highlighting social issues: Firms positioned their products by highlighting social issues. For e.g. Tanishq highlighting the point of remarriage.
By extension, a positioning statement is a written description of the objectives of your positioning strategy. It articulates:
- How your company defines its business or how a product or service distinguishes itself.
- How your customers will benefit from its features.
- How these benefits will be communicated to your consumers.
Positioning statement vs Mission statement:
A mission statement is an internally-oriented statement of what you are trying to do in your business.
A positioning statement is an externally-oriented of what you want, your prospects and customers to believe about you.
Paper boat: this is an example of a very interesting and unique positioning. It was launched in a category where there is high competition. But they created a unique space in the mind of the consumer, which is of nostalgia. They launched flavors and drinks which we used to consume raw during our childhood. So many flavors, which we liked but the drink was not available easily. They launched it and communicated to the consumers that this juice will remind you of your childhood and you will be able to relive your childhood.
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