The document discusses product positioning and how it is defined as the perceived image of a product in the customer's mind based on criteria important to them. It states that effective positioning creates a meaningful, believable and different personality for a product. Key aspects of positioning discussed include developing differentiators that are important to customers, communicating positioning through marketing mix elements, and ensuring consistency in messaging over time. The document emphasizes the importance of understanding customer perceptions and ideal positioning in order to develop and communicate an effective product position.
2. Product Positioning
Existence of an ideal positioning or
image of a product or a product class,
on criteria important to a customer, in
customer mind
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3. Product Positioning
• Positioning is process, pertaining to a
product, service, company or an
individual to create a meaningful,
different and believable personality or
image of a product in customer's mind.
• Perceived image by the customer is the
real image
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6. Product Positioning
• The closer is the “Perceived Product
Positioning” of a product to the “Ideal
Positioning” wanted by the customer,
on criteria important to him, the
better will be product’s acceptance,
recall and customer satisfaction.
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7. Product Positioning
Be the first to creative Product
Positioning will be easy to get into
customer’s mind, more chance to be
remembered, recalled acceptance and
give customer satisfaction.
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8. Be The First
• Name the first person to walk on the moon
….
» Remembered
• Name the second person to walk on the
moon
» ?????
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9. Conclusion
• Product Ladder / Mental Ladder
• Something that enters the mind first
is difficult to dissolve mostly
Remembered.
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10. Product Positioning
• Takes Long Time, HARD Work and
Resources.
• Do not change it frequently remain
consistent in all verbal, written and
visual messages.
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11. Good Product Positioning
Is the one where a company’s product in
a certain product class dominates
customer’s MIND.
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12. Developing Product Strategy
Make Conclusion from
customer’s point of view
Collect Study and Analyze
Market Information
Select Target Market
Select Target Market
Study Company’s
Offer and Identify
Strengths Weaknesses
Develop Positioning statement, Product loge and visuals based on DAs
Select, Fit with greatest possibility of success
Match Customer’s Requirement
Important Customers’
Requirement
Decide Differential
ADVANTAGES (Das)Customer
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13. Product Positioning
Sources of DAs
1. Product
2. Product Support Services
3. Personnel
4. Company Image
5. Price
6. Distribution
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14. Criteria for differentiator
1. Different or distinct.
2. Important/meaningful for many customers
3. Believable.
4. Sustainable.
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15. Developing and communicating
product positioning
• Know how customers perceive strategic
competitors product.
• Develop alternate product positioning.
Select which one is close to “ideal”
product positioning.
• Communicate “ positioning” via various
Ps of M.-Mix.
• Monitor its effectiveness.
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16. Product Positioning DO’S AND
DONT’S
• Give product positioning sufficient time and
efforts.
• Express product positioning in familiar but
in attention getting words, visuals and
colours.
• Test PPs statement , product loge and visual
theme with the target audience, before use.
• Make sure that all the elements of marketing
mix match with the chosen positioning.
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