Positioning By Price –Quality
This is a simple concept but a powerful one in a developing economy like that of India.
The consumer looks at the products in a category , at different levels of price, offering different standards of quality, and decides which price-cum quality level is most suitable for a given need.
The consumer in a country like India still is still conscious of price and doesn’t mind compromising on quality if there is a significant difference in price.
Eg. National ACs have been positioned using this strategy. The tagline itself defies its positioning- “IF ITS NATIONAL , ITS AFFORDABLE”
This is a simple concept but a powerful one in a developing economy like that of India.
The consumer looks at the products in a category , at different levels of price, offering different standards of quality, and decides which price-cum quality level is most suitable for a given need.
The consumer in a country like India still is still conscious of price and doesn’t mind compromising on quality if there is a significant difference in price.
Eg. National ACs have been positioned using this strategy. The tagline itself defies its positioning- “IF ITS NATIONAL , ITS AFFORDABLE”