Page 243 - DMGT308_CUSTOMER_RELATIONSHIP_MANAGEMENT

Customer Relationship Management

Notes
Example: (1) A web based grocery retailer - Peapod.com, which is based in the US,
targeted the busy professional and ignored the mass market. (2) Routinely one can see a statement
“Highest quality & lowest price”. (A Google search on the phrase highest quality & lowest
price” resulted in over a 100 million hits.)
3. Doubtful positioning: This situation may arise when customers find brand claims
unbelievable keeping in view the product features, price, or the manufacturer.

4. Confused positioning: Sometimes, attempts to create too many associations or to frequently
reposition the brand only serves to confuse buyers.

Example: A mutual fund offering a 100% returns on investment; Oxyrich brand that
claims to clean better than all the leading brands.

Self Assessment

State whether the following statements are true or false:
10. For Hero Honda Karizma, Tata Nano is also a potential competitor.
11. The logos and mascots of the company, like Air India’s Maharaja, can be used for positioning
the offering.
12. When Hertz says, we are Hertz, they are not, they are positioning on the basis of quality.
13. Castrol’s tagline- ‘It’s not just oil, its liquid engineering’, indicates positioning by product
class.
14. When Lufthansa says, there is no better way to fly, they are positioning on the basis of
competition.

15. The brands like Ponds, Head and Shoulders, All Clear, Dove etc. are all victims of under-
positioning.
16. Too much positioning by creating many associations with the brand can confuse the
customers.

9.4 Application of Marketing Mix Strategic Perspective

Marketing mix strategy is about achieving your marketing objectives through proper analysis
of the 4 Ps or elements of marketing, namely:
1. Product
2. Price
3. Place

4. Promotion
A successful marketing mix depends on the right combination of these marketing elements.
For example, if the pricing of a product or service is higher, instead of changing the price, you
can add new features to the product or change the service. You can also make the product or
service available more conveniently to the customers.
Each elements of marketing mix strategy affects the other and the proper combination of these
four elements is the key to the success of any marketing process.

238 LOVELY PROFESSIONAL UNIVERSITY