Study Set Content:
Product positioning may also be described as that of developing, creating, and implementing a() in the minds of target consumers relative to competitor’s products.
Unique Selling Proposition (USP)
The USP may be in the form of an ()()()() or inherent quality of the product not present in competitor’s products. A company may proudly claimed for example that Cetrin Drinks are fortified, with vitamin C, hence, a body-resistance builder and that even if competitor’s juice drink products also have vitamin C, and since they don’t communicate such, the perception therefore is, they don’t have it
ingredient, or formulation, or cost, or technology,
may aptly be described as a marketing strategy, or what advertising does to a product in the prospective buyers’ minds which could be the product form, packaging size, and price as compared to competition.
Product posiioning
is regarded as the new approach in determining market receptivity to new products. Product positioning, may mean, product attributes, characteristics or purchase criteria which are perceived by the customer. A
Product positioning
n, therefore, is defined by the consumers on important attributes—the place the product occupies in the consumer’s minds relative to competing products.
Product position
To summarize therefore, a product’s position is a complex set of consumers’()()() that they hold for the product compared with competing products. To simplify, these are the buying-decision making; consumers organize products into categories—they position products, services and companies in their minds.
perceptions, impressions, and feelings
Normally, a majority, if not all consumers position products with or without marketers in the drug industry. However, we in the pharmaceutical business or marketing, do not want to leave our drug product’s positions to (), so we find ways to better() to give the products the greatest advantage in selected target markets. In other words, we design the marketing mixes for pharmaceutical products to dramatically create the planes positions.
chance, plan positions
Contains vitamin C and Bcomplex, the “Anti-stress Formula
Enercon C Tablets
21 multivitamins-mineral preparation for “Reserve energy”
Revicon Forte Tablets
“Muscle relaxant” for body aches and pains
Alaxan Tablets
“Body resistance builder”
Enervon HP Powder
The vitamin C juice drink that you can drink as often as you like without risk of over-dosage; excess is secreted in the urine.
Cetrin Drinks
Can be taken at the onset of colds or for stuffy, runny nose; “The cold specialist”
Neozep Tablets
For growing children, who want to grow tall, healthy and strong
Nutroplex Syrup
For adults who wash their hair more often and need a gentle shampoo; “Makes your hair soft and gentle like a baby’s”
Johnson & Johnson Baby Shampoo
Contains paracetamol, “The world’s safest pain reliever.
Biogesic against leading analgesic in the market
Fortified with vitamin C, better than ordinary juice drinks
Cetrin drinks versus ordinary juice drinks
“The muscle relaxant” for all body aches.
Alaxan Tablets positioned as a muscle relaxant instead of just for pain
“For Rheumatic heart”
UHP Aspirin not just a pain reliever
The effective and convenient cough tablet against cough syrups that are “messy and inconvenient”.
Myracof-T Tablets
