Department of Business Administration

Government College University Faisalabad

Submitted to: Madam Faiqa

Submitted by: Khurram Saeed (577)

Course: Brand Management

Assignment No 1

Positioning Statement

Of

Mobile Phones

(Nokia - Samsung - Sony Ericsson)

Product Positioning

Once a target user group or audience has been defined, the product's most compelling features for this target must be understood. The most reliable way to achieve this is by product testing via focus group or survey. While not an ironclad indicator of a product's likelihood of market success with a particular segment, it is almost always a more reliable and more important gauge of interest compared to informal, often internal discussions among a product's management, since rarely will that internal group feature a similar make-up as the actual target audience.

Once a product's most important features are defined, the product positioning needs to be created. The positioning should be a short and simple sentence, not necessarily written in consumer-friendly language that describes the product's benefit in terms that are germane to the user and offer a point of differentiation compared to substitutes the customer could choose instead. While a product positioning is best when it is concise, its impact on a product's marketing campaign should never be underestimated. A well written, relevant and differentiated benefit expressed in a positioning statement can serve as a powerful foundation for a marketing campaign.

Nokia Positioning Statement

When Nokia positions its brand in the crowded mobile phone marketplace, its message must clearly bring together the technology and human side of its offer in a powerful way. The specific message that is conveyed to consumers in every advertisement and market communication (though not necessarily in these words) is "Only Nokia Human Technology enables you to get more out of life"

In many cases, this is represented by the tag line, "We call this human technology". This gives consumers a sense of trust and consideration by the company, as though to say that Nokia understand what they want in life, and how it can help. And it knows that technology is really only an enabler so that you-the customer-can enjoy a better life. Nokia thus uses a combination of inspirational, benefit-based, emotional features, and competition-driven positioning strategies. It owns the "human" dimension of mobile communications, leaving its competitors wondering what to own (or how to position themselves), having taken the best position for itself

Nokia N86 8MP, Nokia 5800 XM, Nokia N97 these are some of the phones by nokia which are representing nokia in the mobile market all these phones are packed with high tech features.

Collectively we can say that Nokia offers

Durability Long Battery Life Friendly UI

DURABLE IS NOKIA

Samsung Positioning Statement

Samsung embodies style and technology for the young professional, with its cutting edge design and superior connectivity features. Samsung’s positioning statement is one that asserts its differentiation vis-à-vis other mobile phone providers. In the local market where myriad choices abound, Samsung's sleek exterior design, accompanied by its selection of soft and hard features, render it an optimal purchase for the young, technologically updated professional.

Samsung S8500 Wave, Samsung i900 Omnia

These are the phones by Samsung which are most like by people.

Samsung Offers

Style Voice Clarity Crisp Screen Display

GRAB YOUR STYLE

Sony Ericsson Positioning Statement

Sony Ericsson position itself in the mobile phone industry as an innovator it brings new technology to the end users. Sony Ericsson targeted the young blood by introducing the Walkman Phones Sony Ericsson was the first to launch walkman phones. Sony Ericsson has a unique style. The phones are very attractive and nicely designed the outlook and style matters the most for the company. Sony Ericsson is always ahead to adopt new technologies coming in the market. Sony Ericsson is also making phones with high quality Cameras which no other company is offering the Cyber shot technology of Sony Ericsson differentiates it in the international mobile market.

Sony Ericsson Xperia X1, Sony Ericsson Satio.

Sony Ericsson Offers

Innovative Features Good Sound Quality Distinctive Features Outstanding Camera Quality

AMAZE THE WORLD