Understand Product Positioning Strategies in Marketing Decision Making
Learn about product positioning strategies in marketing decision making, including creating a distinctive image in customers' minds based on product features, pricing, quality, and target user categories. Explore examples of product positioning by class, benefits, use, competitors, culture symbols, and emotions to create a strong market presence.
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Presentation Transcript
Welcome to all for the MHRM Online lecture By Dr. Dhiraj Ovhal HOD of Commerce
Chapter -2 Marketing Decision I (Product and Price)
Q.5 Product Positioning Meaning:- To create distinctive image and reputation in the mind of customers.
1. Product features:- 2. Price & Quality:- 3. Positioning by product class:- 4. Positioning by use:- 5. Positioning by user category:- Strategies: 6. Positioning by competitors:- 7. Positioning by culture symbol :- 8. Positioning by corporate image:- 9. Positioning by emotions:- 10. Positioning by highlighting social issues:- 11. Positioning by highlighting social issues:-
1. Product features :- I-Phone-- Best quality, Oppo- Selfie camera,
2. Price & Quality:- Big bazar- discount , Newspaper- Saturday and Sunday maximum pages
3. Positioning by product class:- Audi, Ferrari, BMW-Luxurious car
4. Positioning by product benefits:- Maggie noodles-2 minutes easy to cook and eat
5. Positioning by use:- Rolex watches, Sports Car, bikes Rolex watches- highly costly with special design
6. Positioning by user category:- Lux soap-bollywood actress Luxurious Car- Upper Class
7. Positioning by competitors:- Jio vs Airtel. Colgate Vs Pepsodents.
8. Positioning by culture symbol :- Nike ,:- The name of Greek goddess Dettol + :- The sign of + Indicate Hospital Care
9. Positioning by corporate image:- Tata Nano, Tata Salt, Tata all products
11. Positioning by highlighting social issues:- Surf Excel- Girls ducation, Corona Virus:- Stay Safe ,Stay Home Hello Tune
12. Positioning by emotions :- Jhonson & Jhonsons Soap, Dabur lal tel
1. Product features:- 2. Price & Quality:- 3. Positioning by product class:- 4. Positioning by use:- 5. Positioning by user category:- Strategies: 6. Positioning by competitors:- 7. Positioning by culture symbol :- 8. Positioning by corporate image:- 9. Positioning by emotions:- 10. Positioning by highlighting social issues:- 11. Positioning by highlighting social issues:-
