1. a presentation by jamil syed
Positioning Options
Introduction to Advertising & Public Relations
2. Positioning by product differences
a presentation by jamil syed
One of the strongest positioning approaches. Based on features, or functionality
that your product has and competition dose not. The difference should be truthful,
and meaningful for the consumer. Example: Lux vs Dove
Strategic Advertising
3. Positioning by product attributes and benefits
a presentation by jamil syed
Identify attribute and/or benefit meaningful to consumer and build positioning
around it. Example: NesVita
Strategic Advertising
4. Positioning by product users
a presentation by jamil syed
Explicitly identifying a target market in an ad can be a productive way to position a
product. Example: I-phone, Blackberry.
Strategic Advertising
5. Positioning by product usage
a presentation by jamil syed
The way(s) a product can be used provide an effective way to position the product.
Examples: Shampoo sachet; Machine Wash detergents; Deep Heat
Strategic Advertising
6. Positioning against a particular competitor
a presentation by jamil syed
At times, the most effective way to enter into a potential consumers mind to take a
popular brand head-on. Examples: Bud vs. Heineken, Pepsi vs. Coke
Strategic Advertising
7. Positioning against an entire product category
a presentation by jamil syed
Advertisers sometime find themselves competing against an entire
product category. One of the most difficult and demanding options in
positioning. Examples: Milkpack; Everyday; Blueband; Gillette GII
Strategic Advertising
8. Positioning by association
a presentation by jamil syed
This approach involves associating your product with some other entity, event or
product. Rooh Afza, Dates and Jaam e Sheerin with Ramzan.
Strategic Advertising
9. Positioning by problem
a presentation by jamil syed
This is the simplistic problem-solution approach. Example: Head & Shoulder, Avast
Antivirus
Strategic Advertising
10. Thank You
a presentation by jamil syed
Strategic Advertising
Editor's Notes
One of the strongest positioning approaches. Based on features, or functionality that your product has and competition dose not. The difference should be truthful, and meaningful for the consumer. Example: Luxvs Dove
Identify attribute and/or benefit meaningful to consumer and build positioning around it. Example: NesVita
Explicitly identifying a target market in an ad can be a productive way to position a product. Example: I-phone, Blackberry.
The way(s) a product can be used provide an effective way to position the product. Examples: Shampoo sachet; Machine Wash detergents; Deep Heat
At times, the most effective way to enter into a potential consumers mind to take a popular brand head-on. Examples: Bud vs. Heineken, Pepsi vs. Coke
Advertisers sometime find themselves competing against an entire product category. One of the most difficult and demanding options in positioning. Examples: Milkpack; Everyday; Blueband; Gillette GII
This approach involves associating your product with some other entity, event or product. RoohAfza, Dates and Jaam e Sheerin with Ramzan.
This is the simplistic problem-solution approach. Example: Head & Shoulder, Avast Antivirus
This is the simplistic problem-solution approach. Example: Head & Shoulder, Avast Antivirus