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ppt of positioning strategy

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pradeep prajapati

on 9 October 2012

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Transcript of ppt of positioning strategy

Generally, the brand positioning process involves:

Identifying the business's direct competition (could include players that offer your product/service amongst a larger portfolio of solutions)
Understanding how each competitor is positioning their business today (e.g. claiming to be the fastest, cheapest, largest, the #1 provider, etc.)
Documenting the provider's own positioning as it exists today (may not exist if startup business) Brand positioning process Definition Positioning is the process by which marketers try to create an image or identity in the minds of their target market for its product ,brand or organization.

Positioning has been defined as “ the art and science of fitting the product or service to one or more segments of the board market in such a way as to set it meaningfully apart from competition.” - Belch and Belch

Positioning is a concept in marketing which was first introduced by Jack Trout and then popularized by Al Ries and Jack Trout in their best seller book "Positioning - The Battle for Your Mind." Positioning Effective Brand Positioning is contingent upon identifying and communicating a brand's uniqueness, differentiation and verifiable value. It is important to note that "me too" brand positioning contradicts the notion of differentiation and should be avoided at all costs. This type of copycat brand positioning only works if the business offers its solutions at a significant discount over the other competitor(s).
Brand Positioning Comparing the company's positioning to its competitors' to identify viable areas for differentiation
Developing a distinctive, differentiating and value-based positioning concept
Creating a positioning statement with key messages and customer value propositions to be used for communications development across the variety of target audience touch points (advertising, media, PR, website, etc.) Generally, the product positioning process involves:

Defining the market in which the product or brand compete (who the relevant buyers are)
Identifying the willattributes (also called dimensions) that define the product 'space'
Collecting information from a sample of customers about their perceptions of each product on the relevant attributes
Product positioning process Determine each product's share of mind.
Determine each product's current location in the product space
Determine the target market's preferred combination of attributes (referred to as an ideal vector)
Examine the fit between:
The position of your product
The position of the ideal vector Determine each product's share of mind.
Determine each product's current location in the product space
Determine the target market's preferred combination of attributes (referred to as an ideal vector)
Examine the fit between:
The position of your product
The position of the ideal vector Comparing the company's positioning to its competitors' to identify viable areas for differentiation
Developing a distinctive, differentiating and value-based positioning concept
Creating a positioning statement with key messages and customer value propositions to be used for communications development across the variety of target audience touch points (advertising, media, PR, website, etc.) Positioning strategies generally focus on following :
I) Consumer
II) Competition Approaches Positioning Strategy The marketer must determine which strategy is best suited for the firm or product and begin developing the positioning platform.
Essentially , the development of a positioning platform can be broken into six-step process.
Identifying competitors
Assessing consumers’ perceptions of competitors
Determining competitors’ position
Analyzing the consumers’ preference
Making the positioning decision
Monitoring the position Determining the positioning strategy Positioning by product attributes and benefit
Positioning by price/quality
Positioning by us or application
Positioning by product class
Positioning by product user
Positioning by competitor
Positioning by cultural symbols Developing positioning strategy
Positioning is facilitated by a graphical technique called perceptual mapping, various survey techniques, and statistical techniques like multi dimensional scaling, factor analysis, conjoint analysis, and logit analysis.
Measuring the positioning Generally, the product positioning process involves:

Defining the market in which the product or brand will compete (who the relevant buyers are)
Identifying the attributes (also called dimensions) that define the product 'space'
Collecting information from a sample of customers about their perceptions of each product on the relevant attributes
Product positioning process Generally, the brand positioning process involves:

Identifying the business's direct competition (could include players that offer your product/service amongst a larger portfolio of solutions)
Understanding how each competitor is positioning their business today (e.g. claiming to be the fastest, cheapest, largest, the #1 provider, etc.)
Documenting the provider's own positioning as it exists today (may not exist if startup business) Brand positioning process Effective Brand Positioning is contingent upon identifying and communicating a brand's uniqueness, differentiation and verifiable value. It is important to note that "me too" brand positioning contradicts the notion of differentiation and should be avoided at all costs. This type of copycat brand positioning only works if the business offers its solutions at a significant discount over the other competitor(s).
Brand Positioning Positioning is the process by which marketers try to create an image or identity in the minds of their target market for its product ,brand or organization.

Positioning has been defined as “ the art and science of fitting the product or service to one or more segments of the board market in such a way as to set it meaningfully apart from competition.” - Belch and Belch

Positioning is a concept in marketing which was first introduced by Jack Trout and then popularized by Al Ries and Jack Trout in their best seller book "Positioning - The Battle for Your Mind." Positioning
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