Market positioning strategy - Market segmentation, Principles of Marketing Video Lecture | Principles of Marketing - B Com

what is positioning
so today we're going to learn what is
positioning Oh product positioning
that's my favorite topic I know what it
is it is to placing the brand on shelf
and making it available in shops where
our customer can buy it easily stop
you're guessing habit William no product
positioning is doing something with the
product stop it please okay zip thank
you very much
first of all there is no word like
product positioning there is positioning
or you may also call it brand
positioning but not product positioning
let's start discussing from real issues
marketers are facing related to
positioning concept so that we can also
understand the importance of positioning
go ahead Eric according to Al Ries entry
on this blog camel ollie comm marketing
people believe in positioning they just
don't believe in the principles of
marketing principles that we have been
writing about for decades what does he
mean in other words you should realize
that remember three things one the
positioning concept is widely
misunderstood people have learned the
definition of it and forget the steps
required to achieve and sustain
positioning - how to do positioning is
difficult to comprehend it's even more
difficult to apply on the brand 3 if
you'll use your common sense you'll be
lost on the other hand if you'll use
your marketing sense you'll be on the
right track if we're going to learn
positioning it is necessary to know
about two marketing gurus we might
discuss their quotes during the
discussion who are they they are the
fathers of positioning concept who
coined this term those were two
marketing strategist' and world's top
marketing gurus al breeze and Jack trout
positioning creates a specific
perception of the brand in the specific
category for example in America what is
the name of the safest car
it's Louisville
so in consumers mind Volvo has a
perception of safety this is a task of
positioning to put a perception in the
mind of consumer or prospect so
positioning a Volvo has been created by
putting the perception safety in the
mind of consumer now Volvo is famous for
safety not for speedy car good driving
or luxury car but what if the competitor
wants to develop the same positioning in
this case safety good question
here's the rule of thumb when we talk
about competitor differentiation comes
in positioning is built through
perception and competitor is engaged
through differentiation combine them and
you will have the definition of
positioning so what is positioning
positioning is to differentiate the
brand in the mind of consumer that means
the perception of competitors brand has
to be different from the perception of
our brand yes if our competitors brand
positioning is safety we have to choose
different positioning like luxury car
for example if Volvo's positioning is
safety
Ferrari positioning is speedy car BMW is
positioning is ultimate driving and
Lexus positioning is luxury car
how I'll be able to do positioning like
that by getting into the mind of
consumer before our competitor and how
do we get into the mind of that bloody
consumer that's the real part how to do
positioning how to get into the mind of
consumer and then hang in there we'll
learn in the next meeting for today here
are two Commons bonuses one positioning
is what you do to the consumers mind not
to the product - it is a process to cope
with major competitors click like or
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Ali calm
you