Positioning strategies as per Philip Kotler:
Positioning, as defined by Philip Kotler, refers to the process of creating an image or identity in the minds of the target market for a product, brand, or organization. It involves establishing a distinct and desirable place in the market that differentiates the offering from competitors. Here are some positioning strategies outlined by Philip Kotler:
1. Being No. 1 Positioning
Ex. Maggi is the first instant Noodles
1. Attribute Positioning:
Definition: It focuses on specific product attributes or features that distinguish it from competitors.
Example: Volvo positions itself with the attribute of safety. “Volvo The Safest Car.”
2. Benefit Positioning:
Definition: It emphasizes the benefits or outcomes that consumers can expect from using the product.
Example: Crest toothpaste positions itself with the benefit of cavity protection. “Crest CavityFree Smile.”
3. Use or Application Positioning:
Definition: It associates the product with a specific use or application.
Example: Arm & Hammer baking soda positions itself for both baking and deodorizing purposes. “Arm & Hammer Baking and Beyond.”
4. User Positioning:
Definition: Targets a specific group of users or customers.
Example: Disney positions itself for families and children. “Disney Where Dreams Come True.”
5. Competitor Positioning:
Definition: Positions the product by comparing it directly with competitors.
Example: Avis used the tagline “We’re Number Two. We Try Harder” to position itself against the market leader, Hertz.
6. Category Positioning:
Definition: Positions the product within a specific category or class.
Example: CocaCola positions itself as a leader in the soft drink category. “CocaCola The Real Thing.”
7. Quality/Price Positioning:
Definition: Establishes the product’s image based on its quality relative to its price.
Example: Rolex positions itself as a highquality, luxury watch. “Rolex A Crown for Every Achievement.”
8. Cultural Symbol Positioning:
Definition: Associates the product with cultural symbols or icons.
Example: Nike positions itself as a brand of champions with its association with sports icons. “Nike Just Do It.”
9. Emotional Positioning:
Definition: Creates an emotional connection between the brand and the consumer.
Example: Hallmark positions itself as a brand that helps people express emotions. “Hallmark When You Care Enough to Send the Very Best.”
10. Celebrity Positioning:
Definition: Uses celebrities or wellknown personalities to position the product.
Example: George Foreman Grills use the endorsement of the boxer George Foreman to position itself. “George Foreman Knock Out the Fat!”
These positioning strategies help marketers create a distinct and favorable image for their offerings in the minds of consumers, making it easier for them to choose one brand over another.
These positioning strategies help businesses create a unique identity for their products in the market, enabling them to stand out, meet consumer needs, and gain a competitive advantage. The choice of positioning strategy depends on factors such as target audience, market conditions, and the unique value proposition of the product or service.