The document discusses various positioning approaches that marketers use to differentiate their brands, including focusing on user benefits, price and quality, specific uses, innovativeness, culture, and comparisons to competitors. Some examples provided include positioning Dabur Chyawanprash for health and fitness, Head & Shoulders as an anti-dandruff and conditioning shampoo, and Rin detergent as providing better whiteness at a lower price than Tide.

2.  Chicken

3.  Trust/Loyalty

4.  Meetha (Sweet)
 Memories, Sharing

5.  Strength
(Majbooti)

12. User Features Benefits Price Quality Use Class Innovators Culture Competition

13. Positioning approach highlights the user (the ideal or representative target
consumer) and suggests that the product is the ideal solution for that type
of person and may even contribute to their social self-identity.
User Features Benefits Price Quality Use Class Innovators Culture Competition

14. Disadvantages
• Vulnerable to individual behavior/actions
• Can be limiting in some cases
• Inherently exclusionary
Advantages
• Strong association with individual or group
User Features Benefits Price Quality Use Class Innovators Culture Competition

15. With its ad- campaign over the
years Dabur- Chyawanprash has
been positioned for health,
fitness for all age groups.
User Features Benefits Price Quality Use Class Innovators Culture Competition

16. Previously Sunsilk used Priyanka Chopra,
then models, hair stylists to position it
as upscale product, associated with
fashion.
Now in association with ‘Gori tere pyaar
me’ and kareena kapoor positioned at
lower scale.
User Features Benefits Price Quality Use Class Innovators Culture Competition

17. User Features Benefits Price Quality Use Class Innovators Culture Competition

18. User Features Benefits Price Quality Use Class Innovators Culture Competition

19. The product was
positioned as a
User Features Benefits Price Quality Use Class Innovators Culture Competition

20. Bole mere lips, I love Uncle Chips
User Features Benefits Price Quality Use Class Innovators Culture Competition

21. Positioned as
brand for babies.
Also, Repositioned
its shampoo for
people who need a
mild shampoo.
User Features Benefits Price Quality Use Class Innovators Culture Competition

22. User Features Benefits Price Quality Use Class Innovators Culture Competition

23. Positioned itself as a
brand for Kids by using
Child Models.
User Features Benefits Price Quality Use Class Innovators Culture Competition

24. Position itself as the
product for girls in their
20’s
User Features Benefits Price Quality Use Class Innovators Culture Competition

25. User Features Benefits Price Quality Use Class Innovators Culture Competition

26. Sharply focused brand on
the youth.
User Features Benefits Price Quality Use Class Innovators Culture Competition

27. User Features Benefits Price Quality Use Class Innovators Culture Competition

28. User Features Benefits Price Quality Use Class Innovators Culture Competition

29. 22-Mar-16IIM RAIPUR
2
9
Features
Marketers often position themselves by reference to its specific
features.

30. 22-Mar-16IIM RAIPUR
3
0
MAHINDRA
XUV
Payment ease (EMI)
6 airbags for safety
LED head lights
GPS
Attractive and
spacious interiors.
User Features Benefits Price Quality Use Class Innovators Culture Competition

31. 22-Mar-16IIM RAIPUR
3
1
Frost-free
freshness
Twin Cooling keeps
food fresher
ENERGY STAR® Compliant
SAMSUNG REFRIGERATOR
Bottom Freezer
Refrigerator
User Features Benefits Price Quality Use Class Innovators Culture Competition

32. 22-Mar-16IIM RAIPUR
3
2
Reversible Doors
More ice with an
automatic ice
maker
SAMSUNG REFRIGERATOR
Bottom Freezer Refrigerator
External digital
display to easily
adjust controls
User Features Benefits Price Quality Use Class Innovators Culture Competition

33. 22-Mar-16IIM RAIPUR
3
3
Dual
Sim
D
Convenient & Easy to Use
SAMSUNG GURU
MOBILE
Slim & Compact
Comfortable Viewing
User Features Benefits Price Quality Use Class Innovators Culture Competition

34. 22-Mar-16IIM RAIPUR
3
4
User Features Benefits Price Quality Use Class Innovators Culture Competition

35. SAMSUNG GURU MOBILE COMMERCIAL
22-Mar-16IIM RAIPUR
3
5
User Features Benefits Price Quality Use Class Innovators Culture Competition

36. 22-Mar-16IIM RAIPUR
3
6
Benefits
Marketers position their product by quantifying the benefits that the user
may derive out of the product.

37. Most Used
Putting the brand above competitors, based on specific brand
attributes and customer benefit.
Focus on product characteristics ignored by the competitor.
Positioning with two or more characteristic simultaneously
22-Mar-16IIM RAIPUR
3
7
User Features Benefits Price Quality Use Class Innovators Culture Competition

38. ADVANTAGES
•Communicates consumer
wants or satisfaction
•Can provide clear
distinction/separation from
competitors
DISADVANTAGES
•Under or non delivery of
promise/expectation can
undermine brand and image
•Competitors can undermine
position by matching
characteristic or benefit
22-Mar-16
IIM RAIPUR
3
8
User Features Benefits Price Quality Use Class Innovators Culture Competition

39. 22-Mar-16IIM RAIPUR
3
9
SENSODYNE
TOOTHPASTE
•Works to relieve tooth
sensitivity due to sensitive
teeth
•Daily Toothpaste benefits
•Provide lasting protection all
day
User Features Benefits Price Quality Use Class Innovators Culture Competition

40. 22-Mar-16IIM RAIPUR
4
0
Head &
Shoulders
LOREAL
REVITALIFT
Positioned as both
anti-dandruff &
conditioner shampoo
Instantly perfects your
complexion
Intensely fights 10
signs of ageing
Covers Imperfections
Perfects Skin Texture
User Features Benefits Price Quality Use Class Innovators Culture Competition

41. 22-Mar-16IIM RAIPUR
4
1
 Flavours of ginger, ginseng, liquorice,
cardamom and basil.
 Families seeking wellness in their
daily lives.
 Good for immunity.
Red label
natural care tea
User Features Benefits Price Quality Use Class Innovators Culture Competition

42. 22-Mar-16IIM RAIPUR
4
2
Sugar Free Natura
Pellets
•Convenient to dispense,
easy to use pack
•Wonderful sweetness of
sugar without added
calories
•Useful for weight
watchers, diabetic patients
and fitness freaks
User Features Benefits Price Quality Use Class Innovators Culture Competition

43. 22-Mar-16IIM RAIPUR
4
3
JetBlue
Started providing Satellite
TV Entertainment System
on the airplane.
User Features Benefits Price Quality Use Class Innovators Culture Competition

44. 22-Mar-16IIM RAIPUR
4
4
 Gum Care
User Features Benefits Price Quality Use Class Innovators Culture Competition

45.  Marketers often use price/ quality characteristics to
position their brands.
 One way they do it is with ads that reflect the image of a
high-quality brand where cost, while not irrelevant, is
considered secondary to the quality benefits derived from
using the brand.
 Premium brands positioned at the high end of the market
use this approach to positioning.
User Features
Price &
Quality
Benefits Use Class Innovators Culture Competition

46. • Timeless design
• Driven by
innovation
• Sheer driving
pleasure
User Features
Price &
Quality
Benefits Use Class Innovators Culture Competition

47. • High priced
• Focussing on
the built
• Superlative
ownership
experience
User Features
Price &
Quality
Benefits Use Class Innovators Culture Competition

48. • Excellence
• Style
• Expertise
User Features
Price &
Quality
Benefits Use Class Innovators Culture Competition

49. • High Priced Watches
User Features
Price &
Quality
Benefits Use Class Innovators Culture Competition

50. User Features
Price &
Quality
Benefits Use Class Innovators Culture Competition

51. User Features
Price &
Quality
Benefits Use Class Innovators Culture Competition

52. User Features
Price &
Quality
Benefits Use Class Innovators Culture Competition

53. Another way to use price/quality
characteristics for positioning is
to focus on the quality or value
offered by the brand at a very
competitive price.
McDonald’s with its campaign “Purane Zamane Ke
Daam” emphasized on less price and now Happy
Price Menu
User Features
Price &
Quality
Benefits Use Class Innovators Culture Competition

54. • Rin emphasized on better whitening of clothes in affordable
price.
User Features
Price &
Quality
Benefits Use Class Innovators Culture Competition

55. User Features
Price &
Quality
Benefits Use Class Innovators Culture Competition

56. Sonata is the 'Value for Money' watch
brand from Titan . Its range starts
from a very reasonable price i.e. Rs.
200.
The low cost detergent
User Features
Price &
Quality
Benefits Use Class Innovators Culture Competition

57.  In this option, the specific application or uses of the
product/services are highlighted.
 Products can be positioned as the right product to use for a
particular occasion or purpose.
User Features UseBenefits
Price &
Quality
Class Innovators Culture Competition

58. User Features UseBenefits
Price &
Quality
Class Innovators Culture Competition

59. User Features UseBenefits
Price &
Quality
Class Innovators Culture Competition

60. Positioned themselves
specifically as stain removal
fabric care, additive to normal
detergent
• Stain removal fabric care
• Additive to normal detergent
• Middle aged women
User Features UseBenefits
Price &
Quality
Class Innovators Culture Competition

61. User Features UseBenefits
Price &
Quality
Class Innovators Culture Competition

62. User Features UseBenefits
Price &
Quality
Class Innovators Culture Competition

63. User Features UseBenefits
Price &
Quality
Class Innovators Culture Competition

64. User Features UseBenefits
Price &
Quality
Class Innovators Culture Competition

65. User Features UseBenefits
Price &
Quality
Class Innovators Culture Competition

66. User Features UseBenefits
Price &
Quality
Class Innovators Culture Competition

67. User Features UseBenefits
Price &
Quality
Class Innovators Culture Competition

68. User Features UseBenefits
Price &
Quality
Class Innovators Culture Competition

69. User Features UseBenefits
Price &
Quality
Class Innovators Culture Competition

70. Usually they position themselves as “the one stop
solutions” to all customer needs
User Features ClassBenefits
Price &
Quality
Use Innovators Culture Competition

71. You always purchase
Bisleri, from
shopkeeper, no
matter what product
it is.
User Features ClassBenefits
Price &
Quality
Use Innovators Culture Competition

72. In thirst you
always need this
Thanda.
User Features ClassBenefits
Price &
Quality
Use Innovators Culture Competition

73. Substitute of
mango which
available in all
season.
User Features ClassBenefits
Price &
Quality
Use Innovators Culture Competition

74. You always make
Google search no
matter what you need
to search.
User Features ClassBenefits
Price &
Quality
Use Innovators Culture Competition

75. For copying you
always remember
one name Xerox
User Features ClassBenefits
Price &
Quality
Use Innovators Culture Competition

76. All construction
equipment known
as JCB
User Features ClassBenefits
Price &
Quality
Use Innovators Culture Competition

77. Colgate became
the generic name
in toothpaste
industry.
User Features ClassBenefits
Price &
Quality
Use Innovators Culture Competition

78. Healing wounds is
only done by Band-
Aid.
User Features ClassBenefits
Price &
Quality
Use Innovators Culture Competition

79. Most secure way to
purchase you
online.
User Features ClassBenefits
Price &
Quality
Use Innovators Culture Competition

80.  They are first in the category.
 Consumer expect new things from them.
User Features InnovatorsBenefits
Price &
Quality
Use Class Culture Competition

81. • They are first company
who launch
Smartphone.
User Features InnovatorsBenefits
Price &
Quality
Use Class Culture Competition

82. Always make new
kind of product
which are need of
consumers.
User Features InnovatorsBenefits
Price &
Quality
Use Class Culture Competition

83. New operating
system
technologies.
User Features InnovatorsBenefits
Price &
Quality
Use Class Culture Competition

84. • They are known for
latest technology
used in products
User Features InnovatorsBenefits
Price &
Quality
Use Class Culture Competition

85. • They made those
which are basic
requirement of
customer
User Features InnovatorsBenefits
Price &
Quality
Use Class Culture Competition

86. • They are known for
transforming the
designer eyewear market
User Features InnovatorsBenefits
Price &
Quality
Use Class Culture Competition

87. • Developing Plant that
looks, feels, taste and act
like meat
User Features InnovatorsBenefits
Price &
Quality
Use Class Culture Competition

88. • Making great taste
and different flavor
of yogurt
User Features InnovatorsBenefits
Price &
Quality
Use Class Culture Competition

89. User Features CultureBenefits
Price &
Quality
Use Class Innovators Competition

90. Associating cultural symbols with a product or service
to differentiate from competitors product
User Features CultureBenefits
Price &
Quality
Use Class Innovators Competition

91. The symbolic association of
Coca-Cola with a perceived
American way of life was
perhaps best epitomized by
the U.S. soldier who
supposedly said that he
viewed his role in World War
II, at least in part, as fighting
for the right to drink Coke.
User Features CultureBenefits
Price &
Quality
Use Class Innovators Competition

92. User Features CultureBenefits
Price &
Quality
Use Class Innovators Competition

93. Positioning itself as the
“worldwide local bank”
which believes
understanding one’s
culture is important to
maintain a good
relationship with people
in this globalised world.
User Features CultureBenefits
Price &
Quality
Use Class Innovators Competition

94.  First Beef-less and
Pork-less menu.
 The Mayonnaise and all
other sauces are egg-
less.
User Features CultureBenefits
Price &
Quality
Use Class Innovators Competition

95. Through this ad,
Camlin has done the
double job of trying
to get people to
register Camlin as a
brand in their minds
and presenting the
product benefit
(permanency) in a
memorable way
User Features CultureBenefits
Price &
Quality
Use Class Innovators Competition

96. The primary objective of this
branding exercise was to
create a distinctive identity
for the country. The
campaign successfully
established India as a high-
end tourist destination,
generating a 16% increase in
tourist traffic in the first year.
User Features CultureBenefits
Price &
Quality
Use Class Innovators Competition

97. Associating with competitor’s product or service by
comparison
User Features CompetitionBenefits
Price &
Quality
Use Class Innovators Culture

98. User Features CompetitionBenefits
Price &
Quality
Use Class Innovators Culture

99. User Features CompetitionBenefits
Price &
Quality
Use Class Innovators Culture

100. User Features CompetitionBenefits
Price &
Quality
Use Class Innovators Culture

101. User Features CompetitionBenefits
Price &
Quality
Use Class Innovators Culture

102. User Features CompetitionBenefits
Price &
Quality
Use Class Innovators Culture

103. The commercial
concludes that Rin
is 'behtar' or
superior to Tide,
when it comes to
whiteness, and at a
'chaunkane wala'
price of Rs 25, at
that.
User Features CompetitionBenefits
Price &
Quality
Use Class Innovators Culture

104. User Features CompetitionBenefits
Price &
Quality
Use Class Innovators Culture