Consumer Oriented Market Positioning Marketing Essay

Consumer Oriented Market Positioning foodstuff EssayDictionary meaning of Positioning is an act of putting something in some ones melodic theme and in food market we put our product in prospects mind. A very simple term and if you be advanced enough it is simple to execute but the art is hard to develop. It is the process by which marketers grab a position or built a position in tail audience for its product, brand or organization.In this consumer oriented market Positioning is a tool to cut down the noise and represent a real connectedness with the customer who results in customers opting for your product rather than your disputation. As todays customer is overwhelmed with unsought promotion and advertising it becomes very tough for a product or brand to get spy and after world noticed an urge to get opted as a first preference in target customers.Its all about mindsh ar you hold in prospects intellect, better you position yourself greater you achieve what is called as coveted mind sh be.A product or brand should always try to have an hoard up perception which is senior higher than that of its enemy and those who dont have that kind of percentage should not lose hope as they can very well influence the perception and position their brand through enlightened strategic alliance.Its an ongoing process and doesnt stops at one place beca manipulation you may get forgotten by your audience so repositioning is needed or if in that location is any shift in your disdain for example Goldman Sachs and Morgan Stanley shifted from investment to commercial banks so their expectations from investors, clients, employees and regulators all need to shift as per the paradigm and hence the organization needs to reposition itself.Primary elements of Positioning areQuality. Quality is a pre -requisite, it has to be go outd by any means and later should be backed by incentives. Back your quality claim with event policy warrantees and customer-friendly guarantees .Service. Added value in customer service and after sales supports and if the product is customized and personalized.Pricing. Whether is it luxury, averagely priced or bargain-priced in its orbit or very cheap.Distribution. The channel or distribution and supply chain is offend of positioning.Packaging. Packaging helps in delivering the message you intend for prospect.Positioning can be distinguished byFunctional-Solve problems and provide benefits to customers.Symbolic-self image enhancement, ego identification, affective fulfilment and social meaningfulnessExperiential-Sensory stimulation and cognitive stimulationWhat makes this market lavish of surprises and unquestioned answers that there is no certain way to be a leader in the market .Not even high level of marketing acumen of the company assures success and even while onerous positioning, companies end up somewhere else in prospects mind and not the place where they intended.CURRENT MARKET SCENARIO OF pain PHONES IN INDI AMumbai based Gartners research analyst say that sharp earpieces are on the rise and with foundation garment of new retrieves in new software, better exercises, suffers and reliable hardware has made it challenging for already naturalised brands in disparate parts of the market. With the record annual growth of 30% for next five course it is very vital not only for smart phone vendors but also for operators, and OS developers.India being the 3rd largest market of smart phones after China and Brazil is seeing an intense struggle mingled with various handset providers like Nokia, Samsung, LG, Black Berry, etc. with their tie-ups with different service providers and operators as well as foc employ on the software plat physical bodys like iPhone OS, BlackBerry OS, Windows Mobile, Android, Symbian and Palms. In 2009 India witnessed sales of 69 million smart phone handsets, doubling from the 32 million mark reached in 2008.As far as orbicular market is concerned ,Mr. Carolina Milanesi, research vice president at Gartner, mentioned that this year byword RIM, a processed smart phone maker making its debut in top 5 mobile devices manufacturers, as well as there was increase its market share of Apple by 1.2 percent points. Android-based phones motto a peak rise of 700 per cent year-on-year which is proving to be a threat to other smart phone makersMobile devices market is seeing a double-digit growth of smart phone sales in get along markets, and helped by wider product availability as well as mass market price tags that are in budget of average income group. And particularly in India white -box products has shown growth as per expectation of the manufacturers with fit traits in future.http//dqindia.ciol.com/images010/smartphones02_15aug2k10.jpgIf all the last wordphone manufacturers are combined together they share total of 75% of the Smartphone market just in India and rest 25 % is shared by smaller or followers in the market and the presence is hen ce insignificant comparatively. So in this year if we refer to the record in India more than than 18 percent of the phones sold are Smartphone.Supposed+mobile+data+market.gifTrend in sales of Smart phones in India is firstly sales start with the early adopters in the beginning as shown at the right, and then(prenominal) as prices drop everyone switches to Smartphones replacing there old phones as they have limited features.In India target segmentation is do on various factors but researchers are also considering or rather already have segmented their target consumers into 3 types i.e. Entertainment users, Communications users and Information users. like a shot it has been observed that in these segments people pay more or extra for great solutions if their needs are matched in a particular segment. Many failures in mobile market are due to either focussing at a single specific problem or feature or by disrupting the whole parcel of land by adding all of it.Now the numbers of Sma rtphone are to be doubled by FY11 and this boom is there for upcoming years .Emergence of Smartphones was more in the form of service device rather than just some other application based model which was the earlier trend shown by the OEMs. RIM berry services saw some mass adoption whereas OVI apps tried to create the same magic but performed average. Despite the sort Symbian has still the monopoly with 72%share in Indian market followed by windows, android and blackberry OS but in upcoming future trend Symbian may lose its market share to its competitors. position OF BLACKBERRY SMARTPHONES IN INDIAN MARKETIn this dog-eat-dog world, positioning a brand is the biggest priority for a product or brand. Creating awareness and then fetching that special place for your brand in the consumers mind will be the key in determining the fate of the brand and if brand is becoming a l success or fading away to obscurity and especially in India, Blackberry has do some extensive research as it i s one of the fastest growing telecom markets and within high competition has managed to take up a prestigious position settling just after Nokia in market share.Blackberry is following a simple rule of combining product and service benefits at a fair price that creates value in the minds of customers which is the key variable for the success in take hold device market. And in the current climate of new entrants in this particular sector and ever change magnitude competition with very less differentiation among service-product offerings, these manufacturing companies are facing problem in clear confabulation what makes their offerings special better than those provided by the competitors.Value PropositionFeatures that makes BlackBerry stand apart from rest of the players and all the way stating that quality is inevitable supported by Innovative design and iconic styling that blends optimum display and load length ratio without compromising ease of use that users expect from the ir BlackBerryUnrivalled Connectivity with BB messenger applicationGSM/EDGE/ CDMAwarranties and after sales serviceBuilt in GPS EngineRich Internet and multimedia system ExperienceFull Page Internet BrowsingIncluding support for streaming audio and video.Instant messaging support for multiple communities including Yahoo, Messenger, GoogleTalkSocial networking communities including FaceBook, Flickr, PicasaOn 25 Sep 2008, number of BlackBerry subscribers reached to more or less 19 million all over the world and the figures in India over these years are so high that they cannot be overlooked because company was able t identify customers requirement of accessing internet specifically emails and social networks on the move .In start BlackBerry placed itself in minds of corporeal executives who are always on the run and with addition of social networking cites and various online applications, brand provided interfaces which also attracted youngsters out of the incorporated outlook.Bigg est eye-catching proposition flaunted by BlackBerry Smartphones was the idea of remaining connected at all times.So the first grand step was to position itself as an business executive hold device which in turn helped in carving out niche for the brand without giving a head on collision with any of its top competitors which was the smartest move of allHence BlackBerry became the Corporate Executive phone which was comparatively less famous in youngsters initially.Now the second way was to enter into non-corporate world of handheld devices where even the uncorporate wanted to be in connection or online with their friends and family all the time .And they came up with an dainty promotion stating asWe are the BlackBerry boyswhich not only included suited up corporate but also baby boomers ,women of every age and cross cultural personnels who all enjoy using blackberry as they are in continuous synch with their work as well as connected to family and friends at the same time.Absolute ly brilliant advertising with the pinch of great music and excellent brain banging right on the message brand wants to spread to the target consumers. Now the song We are the blackberry boys has been trending into minds of youngsters and BlackBerry lovers. It has left same effect on mass as Vodafone Zoo Zoos had done it during IPL.Blackberry first with the Pearl and Bold and now with the Storm and woolly mullein is attempting a change in positioning and moving more towards the Lifestyle segment space. This can prove counterproductive for the company because it straight off placing itself to its other bigger competitors and directly taking a head on collision in competition with Nokia, LG, Samsung and Apple I phone. In fact the handheld Smartphone models are being actively compared to models of other competitor for example Samsung galaxy, Apple iPhone and Nokia E series. But the real fight is between Apple and BlackBerry for capturing the life style segment and taking the positio n of that perception in prospect customers.Now inspired by the improvement of continuous connectivity even if the operators are non functional has allowed along with the host many other manufacturing brands to enter with different applications in order to attract market audience and the argument is on offering of similar features (connectivity) along with a host of other value adding features by the other.. Now these were all sensual features of Blackberry and the physical presence always lead to the cognitive, physical cues which in turn act as hints for the mind to form interpretations or in other words positions itself as a highly technical ,functional and great to use device.So far I personally believe Blackberry could strategy of positioning is slick and feature laden but in order to expand market the company tried to play with the mad proposition sayingDo what you love and love what you doNow this tagline covers all the market sector a handheld manufacturing company wants t o because everyone loves to do something and even if they BlackBerry its always a non-boring, happy and cuddlesome moments during work hours. It emphasizes on the idea no matter how hard you do something as long as you love to do it and you have a Blackberry with you ,you will do it right.In one of the advertisements an Asian guy is on his bicycle roaming around seems like a courier guy and uses BlackBerry Torch but he is not a normal courier guy ,he is the current president of SanFrancisco bicycle messenger association who is very busy in his work and BlackBerry helps him to be in contact with his family and friends ,manage his work, Blackberry GPS helps him on unknown roads and ways and in the end he loves what he does. Now this leaves a very big message in mind of prospect even if you are a leader an entrepreneur in your small world, business or community you need a blackberry support because even BlackBerry loves what you do.