product positioning options
TRANSCRIPT
a p
resenta
tion b
y ja
mil
syed
Positioning Options
Introduction to Advertising & Public Relations
a p
resenta
tion b
y ja
mil
syed
Strategic Advertising
Positioning by product differences
One of the strongest positioning approaches. Based on features, or functionality
that your product has and competition dose not. The difference should be truthful,
and meaningful for the consumer. Example: Lux vs Dove
a p
resenta
tion b
y ja
mil
syed
Strategic Advertising
Positioning by product attributes and benefits
Identify attribute and/or benefit meaningful to consumer and build positioning
around it. Example: NesVita
a p
resenta
tion b
y ja
mil
syed
Strategic Advertising
Positioning by product users
Explicitly identifying a target market in an ad can be a productive way to position a
product. Example: I-phone, Blackberry.
a p
resenta
tion b
y ja
mil
syed
Strategic Advertising
Positioning by product usage
The way(s) a product can be used provide an effective way to position the product.
Examples: Shampoo sachet; Machine Wash detergents; Deep Heat
a p
resenta
tion b
y ja
mil
syed
Strategic Advertising
Positioning against a particular competitor
At times, the most effective way to enter into a potential consumers mind to take a
popular brand head-on. Examples: Bud vs. Heineken, Pepsi vs. Coke
a p
resenta
tion b
y ja
mil
syed
Strategic Advertising
Positioning against an entire product category
Advertisers sometime find themselves competing against an entire
product category. One of the most difficult and demanding options in
positioning. Examples: Milkpack; Everyday; Blueband; Gillette GII
a p
resenta
tion b
y ja
mil
syed
Strategic Advertising
Positioning by association
This approach involves associating your product with some other entity, event or
product. Rooh Afza, Dates and Jaam e Sheerin with Ramzan.
a p
resenta
tion b
y ja
mil
syed
Strategic Advertising
Positioning by problem
This is the simplistic problem-solution approach. Example: Head & Shoulder, Avast
Antivirus
a p
resenta
tion b
y ja
mil
syed
Strategic Advertising
Thank You