Positioning
Positioning-Act of finding or making a place in a
consumer’s mind.
Companies plan accordingly how to make a position or a
place to tap the advantage over the target market/ audience.
Positioning involves 3 major tasks.
A) Indentify the differences of your offer
B) Selecting the differences that have greater CA.
C) Communicating such CA effectively to the target
audience.
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A) Indentify the differences of your offer
i) Product
ii) Services
Iii) People
Iv) Image
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B) Selecting the differences that have greater CA
Attractive-value?
Distinctive-wrt to competitors
Pre-emptive-can it be copied?
Affordable-Can buyers pay for it?
Communicable-Can the differences be clearly
expressed?
Other than the above part evaluation of the offer is
done wrt the attributes, use a rating scale…
Evaluation of selected differences
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Differences Attractiv Distinctiv Pre- Affordabl Communi Score
e e emptive e cable
Quality 8 9 4 8 7 36
Service 6 8 5 8 6 33
Technology 6 7 5 8 8 34
Economy 6 7 5 8 9 35
Competitive Advantage comparision
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Differences Company Competitor
Quality 36 34
Service 33 32
Technology 34 36
C) Communicating such CA effectively to the
target audience.
High tech/ elite journals/ advertisement/ message
proper/hitting
ICICI Prudential
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Drivers
i) Life-18%,health-1%
Ii) Govt Rule to have 18% Rural coverage
iii) Competitors movement- TATA AIG, HDFC etc
Segmentation-target audiance
i) Geographic [Link],Punjab
ii) Demography- 10 th pass, kaccha semi pucca house
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Iii) Behavioural
Iv) Psycographic
V) Socio economic
Opinion leaders-Teacher/ pradhan
Marketing offer benefits accordingly launched
Barriers were discussed
Positioning and communication Strategy-Tag Lines
imp ‘’ jeetey raho’’.