1. Positioning Strategies By. Darrel Jeevan P D’Souza

2. A product can be positioned based on 2 main platforms 1. The Consumer 2. The Competitor When the positioning is on the basis of CONSUMER, the campaigns and messages are always targeted to the consumer himself. When its based on Competition these campaigns are targeted towards competing with other players in the market.

3. Types of Positioning Strategies By Product Attributes and Benefits. By Price and Quality By Use and Application By product Class By Product user By Competitor By Cultural Symbols

4. 1. By Product Attributes and Benefits Strategy consists in associating an object with a product characteristic or customer benefit. Examples…… Positioned on its durability and style for its cycle.

5. 2. By Price and Quality Certain product categories where high price is automatically associated with quality, or where low price is often considered to be synonymous with inferior quality. Example:

6. 3. By Use and Application Associating the product with a specific use. Example…. Used during cold and Flu…..

7. 4. By product Class Some brands need to compete against products of similar class. Example…. Airlines companies has to compete with other modes of transport.

8. CD Players must compete with cassette Industry as well as with the I-pods and the latest Gadgets who serve similar purposes.

9. 5. By product user Strategy of associating the product with a particular type or class of user. Example…. AXE targets men Specifically the Youth.

10. 6. By Competitor Positioning strategy consists in making consumers think that your brand is better than, or as good as the competitors Example…. Nimbooz….. EkdumAsli Indian EkdumGharJaisa

11. 7. By cultural symbols Positioning strategy consist in identifying something that is very meaningful to people. Example…. Maharajah of Air India has become a world figure It lays Emphasis on the royal Indian Comfort