Positioning Strategy
Introduction
Positioning strategies can be
conceived and developed in a variety of ways. It can be derived from the object
attributes, competition, application, the types of consumers involved, or the
characteristics of the product class. All these
attributes represent a different approach in developing positioning strategies,
even though all of them have the common objective of projecting a favorable
image in the minds of the consumers or audience. There are seven approaches to
positioning strategies:
1) Using Product
characteristics or Customer Benefits as a positioning strategy
This strategy basically focuses
upon the characteristics of the product or customer benefits. For example if I
say imported items it basically tells or illustrates a variety of product
characteristics such as durability, economy or reliability etc. Let’s take an
example of motorbikes some are emphasizing on fuel economy, some on power,
looks and others stress on their
durability. Hero Cycles Ltd. positions
first, emphasizing durability and style for its cycle.
At time even you would have noticed that a product is positioned along two
or more product characteristics at the same time. You would have seen this in
the case of toothpaste market, most
toothpaste insists on ‘freshness’ and ‘cavity fighter’ as the product
characteristics. It is always tempting to try to position along several product
characteristics, as it is frustrating to have some good characteristics that
are not communicated.
2) Pricing as a
positioning strategy
Quality Approach or Positioning by Price-Quality – Lets
take an example and understand this approach just suppose you have to go and buy a pair of jeans, as soon as you enter in the
shop you will find different price rage jeans in the showroom say price ranging
from 350 rupees to 2000 rupees. As soon as look at the jeans of 350 Rupees
you say that it is not good in quality.
Why? Basically because of perception, as most of us
perceive that if a product is expensive will be a quality product where as
product that is cheap is lower in quality. If we look at this Price – quality
approach it is important and is largely used in product positioning. In many
product categories, there are brands that deliberately attempt to offer more in
terms of service, features or performance. They charge
more, partly to cover higher costs and partly to let the consumers believe that
the product is, certainly of higher quality.
3) Positioning
strategy based on Use or Application
Understand this with the help of an example like Nescafe Coffee for many years
positioned itself as a winter product and advertised mainly in winter but the
introduction of cold coffee has developed a positioning strategy for the summer
months also.
Basically this type of positioning-by-use represents a
second or third position for the brand, such type of
positioning is done deliberately to expand the brand’s market. If you are
introducing new uses of the product that will automatically expand the brand’s
market.
4) Positioning
strategy based on Product Process
Another positioning approach is to associate the product
with its users or a class of users. Makes of casual clothing like jeans have
introduced ‘designer labels’ to develop a
fashion image. In this case the expectation is that the model or personality
will influence the product’s image by reflecting the characteristics and image
of the model or personality communicated as a product user.
Let’s not forget that Johnson and Johnson repositioned its shampoo from
one used for babies to one used by people who wash their
hair frequently and therefore need a mild people who wash their hair frequently
and therefore need a mild shampoo. This repositioning resulted in a market
share.
5) Positioning
strategy based on Product Class
In some product class we have to make sure critical
positioning decisions For example, freeze dried
coffee needed to positions itself with respect to regular and instant coffee and similarly in case of dried milk makers came out with instant breakfast
positioned as a breakfast substitute and virtually identical product positioned
as a dietary meal substitute.
6) Positioning
strategy based on Cultural Symbols
In today’s world many advertisers are using deeply
entrenched cultural symbols to differentiate their brands from
that of competitors. The essential task is to identify something that is very
meaningful to people that other competitors are not using and associate this
brand with that symbol.
Air India uses “Maharaja” as its logo, by this
they are trying to show that we welcome guest and give them royal treatment
with lot of respect and it also highlights Indian tradition. Using and
popularizing trademarks generally follow this type of positioning.
7) Positioning strategy
based on Competitors
In this type of positioning strategies, an implicit or
explicit frame of reference is one or more
competitors. In some cases, reference competitor(s) can be the dominant aspect
of the positioning strategies of the firm, the firm either uses the same of
similar positioning strategies as used by the competitors or the advertiser
uses a new strategy taking the competitors’ strategy as the base.
A good example of this would be Colgate and Pepsodent. Colgate when entered
into the market focused on to family protection but when Pepsodent entered into
the market with focus on 24 hour protection and basically for kids, Colgate
changed its focus from family protection to kid’s teeth protection which was a
positioning strategy adopted because of competition.
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