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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 Forum 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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Re: Positioning by Product Attributes and Benefits - August 7th, 2014

Thanks a lot for giving us this information.
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Re: Positioning by Product Attributes and Benefits - May 22nd, 2015

This post revolves around positioning,which is the key element according to marketing perspective.here are some p's of marketing


The Four P's of Marketing

Marketing is a business function that identifies consumer needs, determines target markets and applies products and services to serve these markets. It also involves promoting such products and services within the marketplace.
Marketing is integral to the success of a business, large or small, with its primary focus on quality, consumer value and customer satisfaction. A strategy commonly utilised is the "Marketing Mix". This tool is made up of four variables known as the "Four P's" of marketing. The marketing mix blends these variables together to produce the results it wants to achieve in its specific target market.
The following describes the four P's of marketing:

Product
Products are the goods and services that your business provides for sale to your target market. When developing a product you should consider quality, design, features, money dollars covering costs expenses packaging, customer service and any subsequent after-sales service.

Place
Place is in regards to distribution, location and methods of getting the product to the customer. This includes the location of your business, shop front, distributors, logistics and the potential use of the internet to sell products directly to consumers.

Price
Price concerns the amount of money that customers must pay in order to purchase your products. There are a number of considerations in relation to price including price setting, discounting, credit and cash purchases as well as credit collection.

Promotion
Promotion refers to the act of communicating the benefits and value of your product to consumers. It then involves persuading general consumers to become customers of your business using methods such as advertising, direct marketing, personal selling and sales promotion.
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