Showing posts with label positioning. Show all posts
Showing posts with label positioning. Show all posts

Saturday, November 30, 2013

Are your products - Neighbors’ ENVY, Owners’ PRIDE ?

Ratan Tata recently acknowledged that positioning Nano as a cheap car was a mistake. It was international branding Guru Jack Trout , who 2 weeks back opined that positioning Nano as a cheap car was a mistake. 

Mr. Tata accepting this is a welcome step. Most entrepreneurs won’t accept their mistake and would try to justify their decision any how.  

Larger points are ;

- Even if price is your competitive advantage, competitive on price won’t work always and in some cases like this will spoil the brand. 

- Why to focus on price when product feature & experience can out weight price considerations

-  Irrespective of category of product or services, owners, users should feel proud of enraging with brands. In the case of NANO it was missing. 

Even in the case of low cost airlines, differentiation should happen on services, punctuality & feeling of getting associated with brands.  

Mostly companies forget this FEELING part. Owing NANO car means owner can’t afford costly car & using cheap car. This is a negative feeling for owners and will deter many others because of these negative feelings. 

Like the brand ONIDA has taught us years ago, neighbors’ ENVY, owners’ PRIDE should be the positioning for every brand. NANO is missing on both these counts. 

Focus and position on customer experience & how you make them feel & people will find out pricing of their own. 

When companies miss out on experience part or have no clue about it , they focus on price.

What is your view on positioning of affordable housing projects? 

Additional readings;  

Saturday, July 23, 2011

2 Reasons to transform your Saloon into Beauty Parlor

Recently my wife returned from beauty parlor having her hair cut. I just asked { out of curiosity } - what do they charge. I was !!!!!! on hearing the price. They charge 4 times than what our poor fellow barber charges. 

We go to Saloons and they go to BEAUTY Parlors. 

This is what is customer experience and positioning is all about.

Our Barber, Hazaam or what we call it are low profile, hardly professional, basic services, trained in their villages kind of person. They can maximum talk about Hindi movies and their village life. They do not position them as Handsome Parlor !!. They THINK that they just provide basic hair cut services. { They do provide all other ancillary services as provided in Beauty Parlors but sold only as one of the menu items }

Beauty parlors are run by better trained and professional people, they convince u that they play important role in HOW u look.  They have different ambiance, products and knowledge. They discuss abt beauty , yr look and advice u also.

Outcome U produce for the customer decides what u do.
Are u a tax practitioner or Compliance and Governance consultant? 

Are u a Gym Instructor or Fitness Guru?

Are u a Film Company or Entertainment Company?

Do u run a water park or Theme Leisure Park?

Are u an Internal Auditor or Risk Officer?

Are U an Insurance Agent or Risk Management Advisor?
Are u an employee or LINCHPIN  { Proactive, thinking and assertive hence indispensable } ?

Are u a Cook or Chef ?

Are U a Real Estate Company or Delivering Happiness Business?

Are u a Prime Minister or CEO of the country?

Outcome WE produce for the customer not only decides what WE do but hugely influences price ( reason 1 ) we charge. { it will change our thought process also ( reason 2) }