Positioning By Product User
This approach associates a product with a user or a class of users.
This kind of strategy is used by developing the personality of the brand which is aimed at a class of users to identify with the personified personality of the brand and find the same characteristics and values which will strike an emotional chord with the consumer and in turn make them purchase the brand.
Eg. Hitachi ACs “ For Those Who Seek Perfection” User Driven Positioning.
4) Positioning With Respect To Use Or Application-
This strategy is used when a particular brand has an added advantage over other players in the market and wants to ride high on it.It is the most logical thing to do because positioning is all about creating a differential advantage and placing it in the mind of the consumer.
Eg. Samsung ACs have been doing this by using the tagline “Ab Garmi Choo Mantar”
They are making such claims because their ACs have a unique 4 coil condenser as compared to the other brands which have 2 coil condensers. This technology gives their ACs an edge both in cooling and in efficiency.
Eg: Godrej is doing this by using the tag line “nothing cools faster” .
They are making this claim because their AC’S are fitted with silent energy efficient compressor and they have a very high cooling capacity
This approach associates a product with a user or a class of users.
This kind of strategy is used by developing the personality of the brand which is aimed at a class of users to identify with the personified personality of the brand and find the same characteristics and values which will strike an emotional chord with the consumer and in turn make them purchase the brand.
Eg. Hitachi ACs “ For Those Who Seek Perfection” User Driven Positioning.
4) Positioning With Respect To Use Or Application-
This strategy is used when a particular brand has an added advantage over other players in the market and wants to ride high on it.It is the most logical thing to do because positioning is all about creating a differential advantage and placing it in the mind of the consumer.
Eg. Samsung ACs have been doing this by using the tagline “Ab Garmi Choo Mantar”
They are making such claims because their ACs have a unique 4 coil condenser as compared to the other brands which have 2 coil condensers. This technology gives their ACs an edge both in cooling and in efficiency.
Eg: Godrej is doing this by using the tag line “nothing cools faster” .
They are making this claim because their AC’S are fitted with silent energy efficient compressor and they have a very high cooling capacity