ISB Product Management Course Material

 



ISB Course Material

Week 4:

                        Competitive Positioning and its role in Product Design
We will learn about the below topics in this module.
1. Importance of positioning strategy
2. Competitive mapping and analysis
3. Types of positioning strategies
4. Managing Crisis
5. Disruptive Positioning
6. Managing Product Vision
7. Introducing radical innovation to the consumer market and 
8. Challenges involved in that

Learning
1. We will learn how to conduct a comparative analysis to know about the product within the same category

2. Different types of positioning strategy and learn how to manage a crisis that can impact the position of your product

3. Disruptive positioning strategies for market advantage.

4. The challenges when introducing radical innovations to consumer markets


Product Positioning and its Importance

1. Product Positioning
2. Positioning Problem
3. Very high quality Product
4. Mid quality product provider
5. Charge premium prices
6. Get planned return on your investment 
7. Making high quality products
8. In a certain manner
9. You act based on how you think
10. First plan a position for new product
11. Marketing management Process 
12. Create and deliver the planned value proposition
12. Ultimately achieve the planned position in consumers' mind
14. Marketing strategy
15. derailed the marketing strategy.
16. we need to communicate to survive as a species.
17. We need to develop common understanding of things around us.
18. As a result, we have collectively decided that the shape of the mouth of the glass would
be called a circle, irrespective of what we see it as.
19. In short, we infer what it would look like from its axis and call it that irrespective of what we see.
20. Ultimately, how we act is based on how we think, and positioning is about your mind.
21. A positioning strategy aims to ensure that you think about my product the way I want you to, so that you act to
purchase it.
22. And the elements of the marketing mix, commonly the four Ps, steer my product to the right position in your mind.

How to position a Product for Market Advantage

  • Different ways to position a Product
  • Traditional methods of positioning and 
  • Newer methods of disruptive positioning
  • Perceptual maps to understand the position of different products
  • Positions of products
  • Product categories
  • Strategic summary of product benefits
  • key attributes
  • drive purchases
  • Position of different brands is shown in the perceptual map
  • In a value map, the products are displayed in the map based on the value they offer per unit of price


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