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Positioning strategies


A product can be positioned based on 2 main platforms
1. The Consumer
2. The Competitor
When the positioning is on the basis of CONSUMER, the campaigns and messages are always targeted to the consumer himself. When it’s based on Competition these campaigns are targeted towards competing with other players in the market.
Types of Positioning Strategies
1.       By Product Attributes and Benefits.
2.       By product class
3.       By price and quality
4.       By corporate image
5.       By technology
6.       By product user
7.       By competitor
8.       By cultural symbols
9.       By occasion
1. BY PRODUCT ATTRIBUTES AND BENEFITS
Examples……
Colgate toothpaste for maximum protection has positioned itself for customer benefits
Strategy consists in associating an object with a product characteristic or customer benefit.
2) BY PRODUCT CLASS
Some brands need to compete against products of similar class.
PIA vs Emirates
Airlines companies has to compete with other modes of transport.
3) BY PRICE AND QUALITY
Certain product categories where high price is automatically associated with quality, or where low price is often considered to be synonymous with inferior quality
4)BY USE AND APPLICATION
Example….
Used during cold and Flu…..
Associating the product with a specific use.
5)BY PRODUCT USER
Example….
AXE body sprays targets men Specifically the Youth.
Strategy of associating the product with a particular type or class of user.
6)BY COMPETITOR
Example….
Nimbooz….. Ekdum Asli Indian
Ekdum Ghar Jaisa   nimbo pani
Positioning strategy consists in making consumers think that your brand is better than, or as good as the competitors
7) BY CULTURAL SYMBOLS
Example….
Maharajah of Air India has become a world figure
It lays Emphasis on the royal Indian Comfort
Positioning strategy consist in identifying something that is very meaningful to people.

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