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Unit 8: Market Positioning and Blueprinting in Services
any different physically. In this unit, you will learn how marketers position their services in the Notes
minds of the target consumers.
In this unit, you are also going to learn about service blueprinting. A service blueprint describes
a service in enough detail to implement and maintain it carefully. Blueprinting can be described
as mapping out of a service journey identifying the processes that constitute the service, isolating
possible fail points and establishing the time frame for the journey. In simple words, it depicts
the service process.
8.1 Market Positioning
Positioning is a battle for the consumers mindshare. After segmentation and targeting, it is the
third and final step of the much talked about STP process. For positioning to be successful,
customers have to be persuaded that the service offer is unique in features, value and benefits.
The offer, thus, has to be positioned in their minds to enable them to recognize the offer as
distinct from the crowd and to be persuaded that the offer is the best offer for them.
8.1.1 Four Principles of Positioning
The four principles of positioning are:
1. A service firm must position itself in the target segments mind.
2. The position should be singular, with one simple, consistent message.
3. The position must set the service firm and the service product apart.
4. A service firm cannot be all things to all people; should focus on certain segments.
8.1.2 Positioning and Differentiation of the Service
Positioning by Attributes: A service provider positions the service based on some unique
feature or attribute.
Example: Reliance Communications positions itself as the No.1 network in India
Allahabad Bank positions itself as the oldest bank in India
Positioning by Benefits: A service can be also being positioned based on the benefits
sought by the consumers. Consumers usually tend to analyse the benefits of the service
before using it so this type of positioning may work well.
Example: Insurance companies mostly position on benefits like Max New York Life
Insurance positions itself by saying karo jyada ka irada.
Positioning by User: The services are also positioned for specific types of users groups.
Example: MTV positions itself as a channel for youngsters
Positioning by use: Service is positioned as the best option for a certain use or application.
Example: SBI positions itself as the best bank for seeking educational loan Citi Financial
positions itself as bank which processes loans quickly and without hassles.
Positioning by Competition: Services are positioned as against the competitors.
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