品牌产品市场定位.ppt

GULBARGA UNIVERSITY GULBARGA  DEPATMENT OF STUDIES AND RESEARCH IN MANAGEMENT Sub: MARKETING MANAGEMENT TOPIC : Pdt Brand Positioning Submitted by : Girish Gilda M.B.A 2ND SEM Roll No : 59 Positioning ?Positioning is a technique which the marketing man has to employ with a lot of care pre-planning . By positioning a product in a particular way, marketing man is committing the product to the particular decision situation . It means putting the product in a predetermined orbit Product Positioning It is the act of fixing the exact locus of the product offer in the chosen market; it decides how around what distinctive feature, the product offer has to be couched communicated to the consumers . While doing this the firm analyses the competitors positions searches its own competitive advantages then identifies the best possible position for the product . Lets us understand product positioning through certain examples . Positioning of Complan : It was also positioned against milk and as a health builder . Complan claimed superiority over milk . The promotion listed out the additional nutritive agents it possessed over milk and positioned it as a product superior to milk in health building . Amul Milk Powder : Amul Milk Powder which also positioned vis-à-vis milk , was positioned as convenient and ready substitute to milk and not as superior to milk . Amul Milk Powder the ‘milkman’ for thousands of households was not positioned as health builder either whereas complan was positioned as a health builder . Positioning on Luxury , Economy , Quality , Fashion ….. ; Oberoi hotel is positioned on the plank of luxury exclusiveness , Hero Honda 100cc motorbike is positioned on the plank of economy and aimed @ middle class market , Surf is positioned on quality Vimal fabrics are positioned on fashion for loving and well-to-do consumers , Nirma is positioned on the plank of the economy price-conscious segment . Product Positioning Who -- Why -- How