WHAT IS POSITIONING OF SERVICE ?

POSSITIONING OF SERVICES

DEFINATION " Postioning means projecting the image of the product or service in such a way that consumer precives its value distinctively from that of competitive offer"

"Postioning intends to influences the perceptual process of consumers against a product or services"

                        Steps in developing a posstioning strategy

1) Identify The competitors

2) Determine how the Competitors are precived and eveluated.

3) Determine the competitors posstions.

4) Analyse the customer.

5) Select the possition.

6) Monitor The possition.

Ways Of Posstioning Services

1) Positioning by atttributes,features or customer benifits.

2) Positioning by Price Value.

3) Positioning by use of application.

4) Positioning acoording to user or class of user.

5) Positioning with respect to product class.

6) Positioning against competition.

7) Positioning by endorsement.

8) Positioning by Quality dimensions.

9) Positioning by service evidence.

    a) positioning by people.

    b) positioning by physical evidence.

    c) Positioning by process.

10) Positioning by availabilty.

11) Positioning by comparision.

Challanges in service positioning

1) Related activity.

2) Lack of coherent definations.

3) differntiating Characterstics.

4) overlaps between service and goods.

5) Genric differences.

6) Interpretation of service.

7) Emotional Appeal.