B.S 3rd semester

1. Positioning of Product;-
1. Positioning in relationto competitors.
Volkswagen is a good example of great product positioning. The company announced the goal
of becoming the biggest automaker in the world. That positions them as a car that’s reliable and a
company that’s permanent. Buyers feel comfortable knowing they will always be able to get parts,
and the cars will retain their value. VW’s ads position themselves by showing 20-somethings driving
the cars, which appeals to the Millennial Market, the Net Generation, who will be buying cars now
and for many years.
Everything is easier on a
Mac
Apple Computer Against competition
Is targeting IBM style computers, highlighting that the
Mac is much simpler and easier to use
The uncola= 7up
The un-cola 7-up Against competition and by user
Suggests a clear alternative to cola drinks and was
designed to appeal to certain attitudes held among the
target market
2. Positioning in relation to attributes/class.
a.Coke=Always
Always Coca-Cola This seemingly simple slogan, encapsulates the
ongoing connection between Coca-Cola and its
marketplace. It is a product that has wide consumer
appeal, strong loyalty, and is often treated like a ‘friend’
to the consumer. Hence the word ‘always’ reinforces
this close consumer/product relationship.
b.Subway=Eat fresh

2. Eat fresh Subway In the competitive fast food market, this simple two
word slogan stands out by clearly differentiating their
offering on the healthiness and the freshness of their
menu offering.
3. Positioning in relation to quality.
Quality approach is premium automobile brands like BMW and Mercedes. They maintain
their quality such that their customers are ready to give the highest pricing for the cars. Thus
the quality and the pricing positions the car to the topmost segment.
4. Positioning in relation to price
– Walmart has positioned itself in the minds of its customer using low pricing rather
than high pricing.
2. ProductMix Expansion;-
a. Line extension;-
Q-mobile…additionof model E286to theirexistingline.
b. Mix Extension;-
Kodakcompanyproducedbatterieswhichwasanew productfor them.
c. Product Mix Contraction;-
Tianshi Internationalcutoff theirproductline,i.e of perfume,due tothe reasonof havinga
veryhighcost withlowerdemand..
5. Trading down:-
Ufone provide alower value package of 0.75 paisarupees/hrfor 24 hours to all ufone
numbers..
6. Trading up;-
Apple companylaunchediphone 5,havingahighprice.