What are the elements of Product Positioning? Mention some techniques of Product Positioning.

ELEMENTS OF POSITIONING
It is concerned with the following four elements.

1) The Product: Design, special feature, attributes, quality, package, etc. of the product create its own image in the minds of the consumers. Material ingredient of a product is also important in the process of product positioning.

2) The Company: The goodwill of a company lends an aura to its brand. For example, Tata, Godrej, Bajaj etc have a very good reputation in the market

3) The Competitors: Product image is built in consumers mind in relation to the competing product. Thus a careful study of competition is required.

4) The Consumer: Ultimate aim of positioning policy is to create a place for the product in consumers minds. Therefore, it becomes necessary to study consumer behaviour towards the product.
 

TECHNIQUES OF PRODUCT POSITIONING
Following technique are used in positioning a product in the market:
 

1. Positioning by Corporate Identity: The companies that have become a tried and trusted household name. For example, Tata, Sony etc.
 

2. Positioning by Brand Endorsement: Marketers use the names of the company’s powerful brands for line extensions or while entering another product category. Lux, Surf, Dettol, etc.
 

3. Positioning by Product Attributes and Benefits: It emphasizes the special attributes and benefits of the product. Close-up is positioned on fresh breath and cosmetics benefits.
 

4. Positioning by use, Occasion and Time: It is to find an occasion or time of use and sit on it. For example, Vicks Vaporub is to be used for a child’s cold at night.
 

5. Positioning by Price and Quality: Company position its brand by emphasizing its price and quality. Eg. Nirma detergent powder.
 

6. Positioning by Product Category: Brand is perceived to be another product category. Eg. Maruti positioned its van as Omni, family car.
 

7. Positioning by Product User: Positioning the product as an exclusive product for a particular class of customers. Eg. Scooty is a two-wheeler for teenagers.
 

8. Positioning by Competitor: An offensive positioning strategy and is often seen in cases of comparative advertising. Eg. Tide and Rin
 

9. Positioning by Symbols: Some companies use some symbols for positioning their products.
Eg.vodafone symbol.