The Various Positioning Errors Marketing Essay

The Various Positioning Errors Marketing EssayFor instance kotak-mahindra positions itself in the customers mind as unmatchable entity-kotak,which provide customized solutions to all the financial services needs.The aligning of the brand will be influenced by the competitive stance one wants to adopt.Various Positioning ErrorsUNDER billet Here the customers have a blurred and unclear idea of the brand.OVER emplacement Here the customers have in any case limited awareness of the brand.CONFUSED POSITIONING Here the customers have confused opinion of the brand.DOUBLE POSITIONING Here the customers do not accept the claims of the brand.POSITIONING BY PRICE/COST LEADERSIPWhen it comes to marketing the business, there are three generic strategies you can use focus, differentiation and cost leadership. This means that you need to asperse your costs and pass the savings on to your customers.WAL-MARTWal-Mart Stores Inc. has been successful using its strategy of everyday low prices to at tract customers. The idea of everyday low prices is to offer wares at a cheaper rate than competitors on a consistent basis, rather than relying on sales. Wal-Mart is able to achieve this due to its large scale and efficient supply chain. They bug products from cheap domestic suppliers and from low-wage foreign markets. This allows the company to sell their items at low prices and to profit off thin margins at a high volume.MCDONALDSThe restaurant industriousness is known for yielding low margins that can make it difficult to argue with a cost leadership marketing strategy. McDonalds has been extremely successful with this strategy by offering basic fast-food meals at low prices. They are able to keep prices low through a division of labor that allows it to hire and train unskilled employees rather than trained cooks. It also relies on few managers who typically earn higher wages. These staff savings allow the company to offer its foods for bargain prices.POSITIONING BY LIFESTYL EBrand position in car-MAZDAMAZDAs Brand Positioning StrategyThere are similar products throughout the automotive industry. Mazda considers it vitally essential to strengthen its emotional bonds with consumers. In order to create an excellent brand experience through robust emotional ties with consumers, Mazda did not initially concentrate on brand strategy schemes, but rather sought to define a brand DNA.Target customersMazdas target customers are those individuals who stay young, have a right(a) capability to express themselves, are always passionate and are self-confident in their choices.Mazdas Brand DNAMazdas brand DNA is divided into two concepts of spirit and Product. In order to gain pathos from the target customers, Mazda tried to create an image where Personality is define as Stylish, Insightful and Spirited, and to guide Mazdas craftsmanship, Product is defined as Distinctive Design, and Responsive Drive.POSITIONING BY ATTRIBUTESBrand positioning is designed to deve lop a sustainable competitive edge on product attributes in the minds of the consumers.The consumer choice depends upon the attributes of the brand and the utility thus derived.brand attributes also known as core values,represent the essence of the brand.FEW STRONG BRAND ATTRIBUTESSustainability A strong brand makes business competitive.A sustainable brand drives an organization towards innovation and success.ExampleMarks and spencers.Inspirational A strong brand should transcend/inspire the cateogary it is famous for.Example NIKE prodigious jersey.Appealing A strong brand should be attractive. Customers should be attracted by the promise one makes and by the value one delivers. Examplelife insurance companies.Sometimes a product can be positioned in terms of two or more attributes simultaneously. Theprice and quality attribute dimension is ordinarily used forpositioningthe products. The product is associated with attributes it possess.Ariel 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 uncontaminating breath.Promise, Balsaras toothpaste, could break Colgates stronghold by being the first to claim that it contained clove, which differentiated it from the leader.Nirma offered the benefit of lowpriceover Hindustan Levers Surf to become a success.Maruti Suzukioffers benefits of maximal fuel efficiency and safety over its competitors. This strategy helped it to get 60% of the Indian automobilemarket.POSITIONING BY QUALITYAnother way is to cash in ones chips a specific image or position for a brand is to associate it with a specific use or application-Quality It PossessSurf outperform is positioned asstain remover Surf Excel henaClinic All Clear Dare to wear Black.POSITIONING ON THE BASIS OF PRODUCT CLASSOften the contention for a particular product comes from outside the product class. For example, airlines know that while they compete w ith other airlines, trains and buses are also viable alternatives. Manufacturers ofmusic CDs must compete with the cassettes industry. The product is positioned against others that, while not exactly the same, provide the same class of benefits.POSITIONING BY COMPETITORCompetitors may be as important to positioning strategy as a firms own product or services. In todaysmarket, an effective positioning strategy for a product or brand may focus on specific competitors. This approach is similar to positioning by product class, although in this case the competition is within the same product category.Onida was positioned against the giants in the television industry through this strategy, ONIDA colour TV was launched with the message that all others were clones and only Onida was the leader. Neighbours Envy, Owners Pride.POSITIONING ACCORDING TO THE PRODUCT USERClinique, for example, has a strong image of being fresh, clean, and pure, with a white-coat clinical approach to skin care and cosmetics. The typical user is perceived to be a young woman with oily skin. The altercate for Clinique is to maintain its current image strengths but to soften the youthful image (to make the brand accessible to mature women) and to reach out beyond the specialized focus on oily, problem skin to a broader audience. For instance, Clinique would like to inject elements of elegance into the line, not to compete with the elegant position of competitors but to expand beyond theirstrong clinical position.POSITIONING BY OCCASIONRecognizing the market potential, Cadbury decided to add theDiwalitwist toCelebrations. With the 1999 campaign that surprised families with Diwali Ki Meethi Shubhkaamnaayeand the Har Pal Bane Ek Utsavcampaign in 2000, people were now reveling in theDiwalifestivities with a box ofCadburyCelebrations. In 2002, with the tagline Rishtey Pakne Dothe Rich Dry Fruit Collection was introduced in the market that got families together in festive times. Delving beyond famil ies, the 2004Celebrationscommercials starring Amitabh Bachchan cemented the spirit of friendship with the tagline Aisi Mithaas Jo Dosti Banaye Khaas. In 2009,Celebrationstook the brand thought deeper into the meaning of Diwali it was now a symbol of new friendship, spreading happiness, and pickings a moment to thank all those who remain unappreciated for most part of the year. Tapping into the festive mood of togetherness, Celebrationsstarted asking peopleIss Diwali Aap Kisse Khush Karenge?