BBA 3rd Semester
MARKETING MANAGEMENT
UNIT-1.10
Market Positioning
Ms. Roli Wadhwa
Assistant Professor
DME Management School
[email protected] 1
Syllabus
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Unit 1
INTRODUCTION TO
MEANING , NATURE &
SCOPE OF MARKETING
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UNIT-I
Course Code: BBA 203
1. Introduction:-
1.1 Meaning, Nature and Scope of Marketing
1.2 Core Marketing Concepts
1.3 Marketing Philosophies
1.4Marketing Management Process
1.5 Understanding Marketing Environment
1.6 Consumer and Organisation Buyer Behaviour
1.7 Marketing Framework
1.8 Market Segmentation
1.9 Targeting
1.10Positioning
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Suggested Readings
1. Author: Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm
Goodman, Torben Hansen
Title of the Book: Marketing Management
Chapter’s Name: Introduction to Marketing
2. Author: Ramaswamy, V. S., & Namakumari, S
Title of the Book: Marketing Management: Indian Context, Global
Perspective
Chapter’s Name: Nature of Marketing
3. Author: Fahy & Jobber
Title of the Book: EBOOK: Foundations of Marketing, 6e
Chapter’s Name: Marketing Framework
https://www.linkedin.com/pulse/topics/marketing-management-s128/
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Positioning
• Positioning refers to the way consumers perceive a product in terms of
its characteristics and advantages and its competitive position. It
therefore involves the creation, in the minds of targeted buyers, of a
distinctive position with regard to the organization’s product relative to
those of competing organizations.
• Positioning refers to creating window in minds of the target consumers
with respect to competitors.
• Product positioning maps: The perceptual map is a useful tool for
determining the position of a brand in the marketplace. It is a visual
representation of consumer perceptions of a brand and its competitors,
using attributes (dimensions) that are important to consumers.
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Positioning
Positioning can be defined as:
the act of designing the company’s offering so that it occupies a meaningful
and distinct position in the target customer’s mind.
Such as,
(i) the consumer can relate the product and service offering to a need or
want;
(ii) the marketer can create a distinctive image of himself.
(iii) the consumer can perceive a brand’s characteristics relative to those of
competitive offerings.
As a strategy, positioning can be based on:
i) on perceived benefits, characteristics or image.
ii) on competition
iii) on a combination of both (i) and (ii).
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Positioning
Diet Coke and Coke Zero: virtually
identical drinks that are positioned very
differently
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Types of Positioning
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Examples of Positioning
Fahy, J., & Jobber, D. (2019). EBOOK: Foundations of Marketing, 6e. McGraw
Hill.
Positioning Process
• Identify a relevant set of competitive brands
• Identify relevant determinants or differentiating
variables.
• Determine consumer’s perception
• Analyze the intensity of a brand’s current position
• Analyze brand’s current position
• Determine the customer’s most preferred combination
of attributes
• Select positioning strategies
Common Positioning Errors
Repositioning
• Repositioning may be defined as the adjustment
in the perception of consumer’s mind therefore,
reposition primarily focuses on changing what
customers associate with a particular brand.
• Eg. Apple repositioned and started making
phones as well with computer. Introduced mp3
player, i-pods.
Conclusion
• Students will be able to understand the concept
of positioning. The types of positioning, its
process and the concept of repositioning.
