abhishreshthaa
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1. Positioning by Product Attributes and Benefits
Associating a product with an attribute, a product feature or a consumer feature. Sometimes a product can be positioned in terms of two or more attributes simultaneously. The price/ quality attribute dimension is commonly used for positioning the products.
A common approach is setting the brand apart from competitors on the basis of the specific characteristics or benefits offered. Sometimes a product may be positioned on more than one product benefit. Marketers attempt to identify salient attributes (those that are important to consumers and are the basis for making a purchase decision)
For e.g.
• Consider the example of Ariel that offers a specific benefit of cleaning even the dirtiest of clothes because of the micro cleaning system in the product.
• Colgate offers benefits of preventing cavity and fresh breath.
• Promise, Balsara’s toothpaste, could break Colgate’s stronghold by being the first to claim that it contained clove, which differentiated it from the leader.
• Nirma offered the benefit of low price over Hindustan Lever’s Surf to become a success.
• Maruti Suzuki offers benefits of maximum fuel efficiency and safety over its competitors. This strategy helped it to get 60% of the Indian automobile market.
Associating a product with an attribute, a product feature or a consumer feature. Sometimes a product can be positioned in terms of two or more attributes simultaneously. The price/ quality attribute dimension is commonly used for positioning the products.
A common approach is setting the brand apart from competitors on the basis of the specific characteristics or benefits offered. Sometimes a product may be positioned on more than one product benefit. Marketers attempt to identify salient attributes (those that are important to consumers and are the basis for making a purchase decision)
For e.g.
• Consider the example of Ariel that offers a specific benefit of cleaning even the dirtiest of clothes because of the micro cleaning system in the product.
• Colgate offers benefits of preventing cavity and fresh breath.
• Promise, Balsara’s toothpaste, could break Colgate’s stronghold by being the first to claim that it contained clove, which differentiated it from the leader.
• Nirma offered the benefit of low price over Hindustan Lever’s Surf to become a success.
• Maruti Suzuki offers benefits of maximum fuel efficiency and safety over its competitors. This strategy helped it to get 60% of the Indian automobile market.