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Services Marketing
Notes
Example: Avis positioned itself against Hertz by saying that We work harder. Hertz
replied by saying that We are hertz, they are not.
Positioning by Service Category: The service provider positions itself as the category
leader and becomes inseparable with service.
Example: Xerox is the leader in photocopiers, so much that mostly people refer to
photocopy as Xerox.
Positioning by Price: A service can also be positioned based on particular prices.
Example: Wal-Mart positioned itself by saying always low prices
Positioning by Quality: A service can also be positioned on certain quality standards.
Example: The Oberoi-Hilton hotels positioned themselves as high quality high price
hotels.
Task Collect ads of services that have positioned themselves well on the basis of
price, benefits, competition and quality.
8.1.3 Positioning Process
Figure 8.1: The Process of Market Positioning
Identify Target Markets
STAGE 1 Tangible (colour, size, design)
Identify key offer
characteristics Intangible reputation, guarantees
Service Features identification
and weightage to each of them
STAGE 2
Draw a perceptual
map
Head-On/me too
STAGE 3
Decide on a
competitive strategy Position away/avoid competition
Less profitable; on growth
STAGE 4
Design offer attributes, USP
associated imageries
STAGE 5
Sustain a competitive
advantage
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