Positioning and marketing of consumer durables

2.  What is Positioning?
 Objectives of Positioning
 Tasks in Positioning

3. WHAT IS POSITIONING?
It is the act of finding a place in the minds of consumers and
locating the brand therein.
Positioning is not what you do to the product.
Positioning is what you do to the mind of the prospect.
Customer does the Positioning.

4. OBJECTIVES OF POSITIONING
 Create a distinctive place.
 Developent and redesign.
 Appropriate action.
 Reason of buying.

5. TASKS IN POSITIONING
 It involves 3 tasks-
1. Identify differences.
2. Selecting the right differences.
3. Communicating.

6. IDENTIFY DIFFERENCES
Product differentiation
People
Image

7. SELECTING THE RIGHT DIFFERENCES
Attractiveness
Distinctive
Pre-emptive
Affordable
Communicable

8. COMMUNICATING
 An effective communication is one that clarifies the target
market, states the value proposition and identifies the
supporting product differentiation.

10. WHAT ARE CONSUMER DURABLES?
 “Consumer durables are the products whose life expectancy is
atleast 3 years. These products are hard goods which cannot be
used up at once.”

11. INDIAN CONSUMER DURABLES INDUSTRY
INDIAN CONSUMER
DURABLES INDUSTRY
WHITE GOODS
REFRIGERATORS
WASHING MACHINE
AIR CONDITIONERS
OTHERS
BROWN GOODS
TELEVISIONS
AUDIO
OTHERS

12. CHARACTERISTICS OF THE CONSUMER
DURABLE INDUSTRY
 Income level determines demand
 Purchase priority
 Consumer financing
 Pricing strategy
 Rural demand on the upswing
 After sale service

13. MARKETING OF CONSUMER DURABLES
 Marketing of consumer durables is different from
marketing of fast moving consumer goods (fmcg).
 Money risk and consumer involvement is high.
 Purchased once.
 Consumer behaviour is complex.

14. ISSUES RELATED TO MARKETING OF
CONSUMER DURABLES IN RURAL MARKET
 Lesser penetration.
 Lack of infrastructure
 Importance of studying consumer behaviour.
 Importance of segmenting the market.
 Purchase priorities
 Purchase in towns and semi urban centres.

15. MARKETING MIX OF CONSUMER DURABLES
 Product pricing.
 Distribution.
 Advertising.
 Service.
 Personal selling
 Packaging