The Positioning MANTRA

By
Prof. Shravan Rungta
B.Com, MMS, PGDEM, NET
Faculty - Advertising
N L Dalmia Institute of Management Studies and Research
Mumbai
9820572046
E-mail : facultyshravan@yahoo.co.in
 

The Positioning MANTRA

The Definition:

"An activity aimed at designing and communicating the organization's image and offering in such a manner that it occupies a unique distinctive position in their mind with respect to the organizations competitors".

The Importance:

1. It allows the consumer to differentiate between two offerings.
2. It conveys the value or promise made by the organization.
3. It generates high recall and recognition among the target audience.

The Options:

1. Feature or Attribute Based.
   a. Dettol – Antiseptic.
   b. Santro – The Zip Drive.

2. Benefit Based.
   a. Sunsilk – Beautiful Hair.
   b. Gillette – The Smooth Shave.

3. Advantage Based.
   a. Fair and Lovely – Success for Women.
   b. Raymond – The Complete Man.

Role of Advertising in Positioning :

Research has shown that there is a limit to how much a mind can handle, an average person can rarely name more than seven brands. During the buying process the consumer depends upon his "Evoke Set" which essentially is the set of brands that is aware of, can recall and recognize. Advertising has to establish the brand in a commanding position in the mind-sets of consumers. And positioning is the tool which helps the advertisers to reach that objective.

In order to develop a clear position, the company must put together all aspects of product, consumer, trade, competition and communication in a distinctive way for its product or service. Good positions are difficult to maintain over a period of time, it requires enduring commitment from everyone in the organization.
 

Prof. Shravan Rungta
B.Com, MMS, PGDEM, NET
Faculty - Advertising
N L Dalmia Institute of Management Studies and Research
Mumbai
9820572046
E-mail : facultyshravan@yahoo.co.in
 

Source : E-mail June 19, 2004

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