POSITIONING

Prof. Swati Singh

DIFFERENTIATION VS POSITIONING
Differentiation is what a company does to the product (offering)

Positioning is what it does to the customers mind.

How Can we Differentiate?

A company or market offer can be differentiated

along the Product (Nokia & Maruti boast of its

distinct product lines, Design : Bajaj, M&M,) , Services (Dominos 30 minutes delivery) , Channels (Amway, Avon, HUL) , People (Singapore Airlines : Singapore Girls).

Differentiation

In Differentiation , CO. offers features that are different from the usual offerings of the competitor. Dell differentiates itself on the basis of customization. Sony Differentiates itself on the basis of superior product Quality. Micromax Differentiates itself on the basis of latest technology at reasonable price.

Positioning Introduction
Positioning starts with a product. A Piece of merchandise, a service, a company, an institution, or even a person... But positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. The place the product occupies in consumers minds relative to competing products. Typically defined by consumers on the basis of important attributes. How Consumers Perceive you different from the Competitor.

Positioning & Cannibalization

Cannibalization
Situation that occurs when sales of a new product cut into sales of a firms existing products.

POSITIONING OF The Indian Hotels Company Limited (IHCL)

Ginger Hotels We provide smart, clean and safe hospitality offerings

by adopting Gen next-practices that constantly enhance value for our patrons. @ 999 - 2399

The Gateway Hotels : The Gateway Hotels & Resorts are full service
upscale hotels and resorts in the South Asia region. We offer consistent,
quick and crisp service for smart travellers seeking hassle-free and contemporary experiences. 3000- 10,000

Vivanta by Taj : Vivanta by Taj is a 5-star hospitality brand positioned in

the upper-upscale segment and is a part of Taj Hotels Resorts & Palaces. @ 12150 25000.

THE PHYSICAL EVIDENCE SPEAKS FOR ITSELF.

GITANJALI Group

Different Brands with Different Positioning: NAKSHATRA is one of Indias most reputed diamond jewellery brands : High End SANGINI Jewellery is based on the Twist and Turns, signifying the ups and downs encountered in a growing relationship, eventually resulting in a strong special bond : Couples. GILI : leads the Indian market in casual-wear jewellery today, it shifted the paradigm "from occasional need...to a need for every occasion ASMI : Jewellery has a contemporary delicate and feminine look that is distinctly evocative of strength & grace : In brief Asmi is for the woman of spirit.

GITANJALI Group

Positioning Strategies

MORE FOR MORE : DELIVERABLES PRICE Luxury Image Outstanding Quality offers to delight customers at a high price.

Positioning Strategies

MORE FOR THE SAME : DELIVERABLES PRICE Claims of more quality and benefits at prices comparable to the competitors or less than the competitors Micromax : Range of Features against MNCs at a much affordable prices. Luxury Cars for Less : Toyota Motors Lexus, Maruti Suziki Kizashi, Hyundai Sonata

Positioning Strategies

Same for Less : DELIVERABLES PRICE Do not offer unique but same at low prices

Positioning Strategies

Less for Much Less : DELIVERABLES PRICE Only basic product and offering at a less price that seems to be very affordable. Ginger Hotels by Taj Ryan Airlines: Ireland

Positioning Strategies

MORE FOR LESS : : DELIVERABLES PRICE Claim to offer more benefits at lesser price. Quality issue may arise at later stage. Might not sustain in Long run. Karbon Mobiles Rejoice Shampoo : Shampoo + Conditioner

Perceptual Mapping

A means of displaying or graphing, in two or more dimensions, the location of products, brands, or groups of products in customers minds.

Perceptual Mapping
Expensive
Ferari Volkswage n Mercede s Chrysle r

Sporty
Hyundai Chevrolet Mahindra

Conservative
Tata

Less expensive