ManagementParadise.com : Worlds Leading Management Portal. MBA | Classroom, Boardroom and Beyond


Go Back   ManagementParadise.com Forums - Your MBA Online Degree Program and Management Students Forum for MBA,BMS, MMS, BMM, BBA, students & aspirants. > Projects HUB for Management Students ( MBA Projects and dissertations / BMS Projects / BBA Projects > Resolve Your Query - Get Help and discuss Projects > Marketing Management ( RM , IM )

Positioning

Positioning

Discuss Positioning within the Marketing Management ( RM , IM ) forums, part of the Resolve Your Query - Get Help and discuss Projects category; Just as segmentation involves the decision to aim at a certain group of customers but not others, our next concept-positioning-involves ...

Reply

 

LinkBack Thread Tools Display Modes
Advertisements
Positioning
Old
 (1 (permalink))
Sunanda K. Chavan
sunandaC has a spectacular aura aboutsunandaC has a spectacular aura aboutsunandaC has a spectacular aura about
 
sunandaC
Management Paradise Guru
 
Status: Offline
Posts: 6,685
Join Date: Jul 2010
Positioning - October 20th, 2010

Just as segmentation involves the decision to aim at a certain group of customers but not others, our next concept-positioning-involves a decision to stress only certain aspects of our brand, and not others.

The key idea in positioning strategy is that the consumer must have a clear idea of what your brand stands for in the product category, and that a brand cannot be sharply and distinctly positioned if it tries to be everything to everyone. Such positioning is achieved mostly through a brand's marketing communications, although its distribution, pricing, packaging, and actual product features also can play major roles.

It is often said that positioning is not what you do to the product, but what you do to the consumer's mind, through various communications. Many products in the over-the-counter drug market, for instance, have identical formulas but are promoted for different- symptoms, by using different names, packaging, product forms, and advertising?


Determining the positioning strategy:
1. Identifying competitors.
2. Accessing consumer’s perception of competitors.
3. Determining competitor’s positions
4. Analysing the consumer's preference
5. Making the positioning decision.
a) Is the segmentation strategy appropriate?
b) Are there sufficient resources available to communicate the position effectively?
c) How strong is the competition?
d) Is the current positioning strategy working?
6. Monitoring the positioning: done by agencies most of the time. They keep the success and keep monitoring time to time.

Perceptual Mapping for Positioning
Another interesting area worth understanding is Perceptual Mapping for Positioning. Perceptual Space Map (PSM) shows the perceived relative positions of products along different dimensions.

To do this, the attributes or dimensions of a product are identified by qualitative research like depth interviews. The consumers are then asked to rank each brand along each of the dimensions identified. Statistical techniques are used to reduce a very large number of dimensions to a few significant dimensions.


To illustrate, price and the degree of automation have been identified as the significant dimensions of the washing machines' market.
Advertisements
Friends: (0)
Reply With Quote
#  
MBA
Your Friendly Helper
 
www.ManagementParadise.com
Rep Power: 10MBA Helper
Automatic Reply for links related to your post

Hello.

I am your friendly Helper. Check the related links below which might be of your interest.

Not a Member Yet ?? Sign Up Now. Click Here

Looking for something? Search the Forums

Need Help on your Research Report ? Ask for Help or Help Others and create your network. Give back to the community by sharing your knowledge in terms of notes, research reports, discussions, articles etc..

Help Yourself and Help Others


Advertisements

Related to Positioning
 

Similar Threads

Thread Thread Starter Forum Replies Last Post
POSITIONING Sunanda K. Chavan Marketing Management ( RM , IM ) 0 September 16th, 2010 02:11 PM
pdf on positioning Mohamed Kamhawy Marketing Management 3 April 23rd, 2010 10:27 AM
POSITIONING PPT....... shrey420 Premium Project Reports 0 January 3rd, 2010 07:46 PM
POSITIONING S R PUBLISH / UPLOAD PROJECT OR DOWNLOAD REFERENCE PROJECT 1 December 6th, 2009 10:35 AM
Positioning Melroy Lopes Marketing Management 1 July 6th, 2007 02:22 PM
 
Reply

Bookmarks

Tags
positioning

Thread Tools
Display Modes

Posting Rules
You may not post new threads
You may not post replies
You may not post attachments
You may not edit your posts

BB code is On
Smilies are On
[IMG] code is On
HTML code is On
Trackbacks are On
Pingbacks are On
Refbacks are On


Login
Forgot Password?  New User?
  

» Recent Threads

Marketing Strategy of...
Last post by Alicia Suji
1 Hour Ago 12:14 AM
0 Replies
Marketing Strategy of...
Last post by Alicia Suji
1 Hour Ago 12:10 AM
0 Replies
Marketing Strategy of...
Last post by Alicia Suji
1 Hour Ago 12:07 AM
0 Replies
Marketing Strategy of...
Last post by Alicia Suji
1 Hour Ago 12:05 AM
0 Replies
Marketing Strategy of...
Last post by Alicia Suji
1 Hour Ago 12:02 AM
0 Replies
Marketing Strategy of...
Last post by Alicia Suji
1 Hour Ago 12:00 AM
0 Replies
Marketing Strategy of...
Last post by Alicia Suji
1 Hour Ago 11:59 PM
0 Replies
Marketing Strategy of...
Last post by Alicia Suji
1 Hour Ago 11:57 PM
0 Replies
Marketing Strategy of...
Last post by Alicia Suji
1 Hour Ago 11:54 PM
0 Replies
Marketing Strategy of...
Last post by Alicia Suji
1 Hour Ago 11:51 PM
0 Replies
Marketing Strategy of...
Last post by Alicia Suji
1 Hour Ago 11:49 PM
0 Replies
Marketing Strategy of...
Last post by Alicia Suji
2 Hours Ago 11:41 PM
0 Replies
Marketing Strategy of...
Last post by Alicia Suji
2 Hours Ago 11:40 PM
0 Replies
Marketing Strategy of...
Last post by Alicia Suji
2 Hours Ago 11:38 PM
0 Replies
Marketing Strategy of...
Last post by Alicia Suji
2 Hours Ago 11:36 PM
0 Replies

» Ads





» Projects Helpline

No Threads to Display.
ManagementParadise.com is not responsible for the views and opinion of the posters. The posters and only posters shall be liable for any copyright infringement.


Management Paradise
About Us
Press
Jobs
Contact Us
Kartik Raichura
Legal
Terms & Conditions
Privacy Policy
Disclaimer
Copyrights
Help
Zeitgeist
Support
FAQs
Tour
Feedback
Partners
Follow
Copyright © 2004 - 2013 Management Paradise. Site Developed by Available.co.in