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Positioning by Product Attributes and Benefits

Positioning by Product Attributes and Benefits

Discuss Positioning by Product Attributes and Benefits within the Introduction to Advertising forums, part of the BMM Paradise for Bachelors in Mass Media category; 1. Positioning by Product Attributes and Benefits Associating a product with an attribute, a product feature or a consumer feature. ...

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Positioning by Product Attributes and Benefits - October 11th, 2010

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.


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