Page 143 - DMGT510_SERVICES_MARKETING

Services Marketing Pretty Bhalla, Lovely Professional University

Notes Unit 8: Market Positioning and Blueprinting in Services

CONTENTS

Objectives
Introduction
8.1 Market Positioning

8.1.1 Four Principles of Positioning
8.1.2 Positioning and Differentiation of the Service

8.1.3 Positioning Process
8.2 Service Blueprinting
8.2.1 Service Blueprint Components

8.2.2 Steps in Designing a Blueprint
8.2.3 Service Redesign and Customer’s Role in the Same
8.3 Summary

8.4 Keywords
8.5 Review Questions
8.6 Further Readings

Objectives

After studying this unit, you will be able to:
State the principles of positioning

Identify the positioning bases

Discuss the positioning process

Describe the concept of service blueprinting

Introduction

The marketers segment the market and choose segment/s which they are going to target. The
chosen segment is to be targeted for customer acquisition and retention. Positioning is the
perception of a brand or product it brings about in the mind of a target consumer and reflects the
essence of that brand or product in terms of its functional and non-functional benefits as judged
by the consumer. As markets become more crowded and competitive with similar types of
products, consumers rely more on the product’s image than on its actual characteristics in
making their buying decisions.
The right positioning is probably more important to the ultimate success of a brand than are its
actual attributes. Marketers sometimes assign different images to the same product or service in
different market segments or at times, reposition the same product without actually making it

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