After the segmentation and targeting, its important to do appropriate Positioning. Positioning is a process wherein marketers position thier products in the minds of consumers to create an image for their brand.Right positioning is the oxygen for a burgeoning brand.
Now Bajaj has an array of products under different brand names like Pulsar, Discover,Avenger,etc.These products are more or less similar in terms of mileage,performance, yet have different sellouts. The difference lies in different positioning. Pulsar says it is truly male which is meant for those who are more chauvinistic about flaunting manhood, while Discover is for people who want speed, who are more outgoing and adventurous.These bikes cater to different segments on account of different brand personalities,bestowed by unique positioning of each of these brands.
So,the difference lies in positioning and this difference creates different consumer segments with different needs and this is the sole reason for having vareity of similar brands.
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2 comments:
Yeah..you have rightly said . Positioning is also a communication tool to reach the right target customers.This approach is very much important as consumers watch stream of advertisements.The consumer's mind reacts to the advertisements by accepting only what is consistent with prior knowledge or experience.
I have been thinking about positioning lately..as positioning seems to be th important aspect in marketing any product.your article gives a special insight in understanding how brands differ frm eact othr just thru thr positioning in thr market.
Positioning is hard work. It is not the domain of an ad agency or a marketing department. It is aligning the corporate mission and structure to one that best supports customers, connects with them, and creates customer evangelists...
really nice one..
keep up th gud wrk!
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