Product Positioning

By: Rahul GuptaPresented to: Dr. Ranjan Kantha

AMITY GLOBAL BUSINESS SCHOOLBHUBANESWAR

Unique position that a product occupies in the mind of a consumer

Web Search“Reliable” - Google

“New” - Bing

My mind space

E-Commerce“Reliable” - Flipkart

“Worldwide” - Amazon“Attractive” - Snapdeal

Email“Professional” - Rediffmail

“Productive” - Gmail

Online reservation“Reliable” - IRCTC

“All In one” - YatraOnline transaction“Reliable” - PAYtm

“Offers” - Freecharge

Positioning

Name

Logo

Creative Message

Requirements

Product Design

Tagline

Brand

Why?

"Positioning is the single largest influence on the buying decision.”

Geoffrey Moore in his book “Crossing the Chasm”

Emergence Growth Maturity Decline

Market Life Cycle

Positioning varies with market phase

“It's not enough to invent or discover something. You must be first to get into

the prospect's mind”

Al Ries and Jack Trout

Kindle - “Take your book library with you”

Access to over 200,000 books

Longer battery life

Read from anywhere

Sleek interface

Light weight (241 grams)

No glare

Fevicol- Pakde rehnaaa, chodna nahiiii

FedEx- When it absolutely, positively, has to be there overnight

Nestle Milk Maid- “Bana De Everything Tempting”

OLAY: Love the Skin You are In