Consumer Oriented Market Positioning Marketing Essay

Dictionary interpretation of Positioning can be an act of placing something in some one's mind and in market we put our product in prospect's mind. A very simple term and when you are good enough it is simple to execute however the art is hard to build up. It's the process by which marketers grab a posture or built a posture in target audience for its product, brand or group.

In this consumer focused market Setting is an instrument to cut down the "noise" and set up a real contact with the customer who ends in customers opting for your product somewhat than your competition. As today's customer is overwhelmed with unwanted advertising and advertising it becomes very difficult for a product or brand to get noticed and after being recognized an need to get opted as an initial preference in focus on customers.

It's about mindshare you possess in prospect's intellect, better you position yourself greater you achieve what's called as coveted mind share.

A product or brand should always try to produce an aggregate notion which is higher than that of its rival and those who don't possess that kind of percentage should not lose hope as they can perfectly influence the perception and position their brand through enlightened proper alliance.

It's a continuing process and doesn't stops at one place because you may get forgotten from your audience so repositioning is needed or if there is any move in your business for example Goldman Sachs and Morgan Stanley shifted from investment to commercial finance institutions hence their expectations from shareholders, clients, employees and regulators all need to transfer according to the paradigm and therefore the organization needs to reposition itself.

Primary components of Positioning are:

Quality. Quality is a pre -requisite, it needs to be provided at all and later should be guaranteed by incentives. Back again your quality say with return coverage warrantees and customer-friendly warranties.

Service. Added value in customer service and after sales works with and if the merchandise is customized and customized.

Pricing. Whether is it luxury, averagely priced or cheap in its sector or very cheap.

Distribution. The route or distribution and offer chain is part of setting.

Packaging. Packaging assists with delivering the communication you want for prospect.

Positioning can be distinguished by:

Functional-Solve problems and offer advantages to customers.

Symbolic-self image advancement, ego id, affective fulfilment and communal meaningfulness\

Experiential-Sensory excitement and cognitive stimulation

What makes this market full of surprises and unquestioned answers that there surely is no certain way to be a leader in the market. Not even advanced of marketing acumen of the business assures success and whilst trying placement, companies wrap up someplace else in prospect's mind and not the place where they planned.


Mumbai based mostly Gartner's research analyst say that smart telephones are increasing and with benefits of new telephones in new software, better applications, features and reliable hardware has made it challenging for already founded brands in different parts of the marketplace. While using record annual expansion of 30% for next five yr it's very vital not limited to smart phone distributors also for operators, and OS developers.

India being the 3rd largest market of smart cell phones after China and Brazil is viewing an intense have difficulty between various handset providers like Nokia, Samsung, LG, African american Berry, etc. with the tie-ups with different providers and operators as well as focusing on the software programs like iPhone Operating-system, BlackBerry OS, Home windows Mobile, Android, Symbian and Palm's. In 2009 2009 - India observed sales of 69 million smart phone handsets, doubling from the 32 million mark reached in 2008.

As much as global market is concerned, Mr. Carolina Milanesi, research vice president at Gartner, talked about that this time found RIM, a clean smart phone machine making its debut in top 5 cellular devices manufacturers, as well as there is increase its market show of Apple by 1. 2 percent things. Android-based phones saw a peak climb of 700 per cent year-on-year which is showing to be a danger to other smart phone makers

Mobile devices market is finding a double-digit progress of smart phone sales in older marketplaces, and helped by wider product availableness as well as mass selling price tags that are in budget of average income group. And specifically in India white -field products has shown growth as per expectation of the manufacturers with healthy features in future.

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If all the Smartphone manufacturers are put together together they reveal total of 75% of the Smartphone market by themselves in India and rest 25 %25 % is shared by smaller or supporters on the market and the presence is hence insignificant relatively. So in this season if we make reference to the record in India more than 18 percent of the cell phones sold are Smartphone.

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Trend in sales of Smart cell phones in India is first of all sales start with the first adopters in the beginning as shown at the right, and then as prices drop everyone switches to Smartphone's exchanging there old telephones as they have got limited features.

In India concentrate on segmentation is performed on various factors but research workers are also considering or rather curently have segmented their target consumers into 3 types' i. e. Entertainment users, Marketing communications users and Information users.

Now it's been discovered that in these sections people pay more or extra for great solutions if their needs are matched up in a specific segment. Many failures in mobile market are credited to either focussing at a single specific problem or feature or by disrupting the complete package by adding everything.

Now the numbers of Smartphone are to be doubled by FY11 which boom will there be for upcoming years. Introduction of Smartphone's was more in the form of service device somewhat than simply another application based model that was the earlier development shown by the OEM's. RIM blackberry services found some mass adoption whereas OVI applications attempted to create the same magic but performed average. Regardless of the variety Symbian has still the monopoly with 72%share in Indian market followed by home windows, android and blackberry Operating-system however in upcoming future trend Symbian may lose its market share to its opponents.


In this "dog-eat-dog" world, placing a brandname is the biggest priority for a product or brand. Creating awareness and then fetching that special place for your brand in the consumer's brain would be the key in deciding the destiny of the brand of course, if brand is now a l success or fading away to obscurity and especially in India, Blackberry has done some extensive research as it is one of the fastest growing telecom marketplaces and within high competition has managed to take up a prestigious position settling just after Nokia in market talk about.

Blackberry is carrying out a simple guideline of incorporating product and service benefits at a fair price that creates value in the imagination of customers - which is the key variable for the success in handheld device market. And in today's local climate of new entrants in this specific sector and increasing competition with very less differentiation among service-product offerings, these developing companies are facing problem in clear communication what makes their offerings special - much better than those provided by the opponents.

Value Proposition:

Features that makes BlackBerry stand aside from rest of the players and evidently saying that quality is unavoidable supported by Innovative design and iconic styling that mixes optimum display and weight size ratio without reducing simplicity that users expect using their BlackBerry

Unrivalled Connection with BB messenger application

GSM/Border/ CDMA

warranties and after sales service

Built in Gps navigation Engine

Rich Internet and Multimedia Experience

Full Webpage Internet Browsing

Including support for streaming audio and video.

Instant Messaging support for multiple areas including Yahoo!, Messenger, GoogleTalk

Social networking areas including FaceBook, Flickr, Picasa

On 25 Sep 2008, quantity of BlackBerry subscribers reached to around 19 million across the world and the results in India of these years are so high that they can not be overlooked because company was able t identify customers requirement of accessing internet specifically messages and internet sites on the road.

In start BlackBerry located itself in intellects of corporate professionals who are always away from home and with addition of sociable networking cites and various online applications, brand provided interfaces which also drawn youngsters out of the corporate view.

Biggest eye-catching proposition flaunted by BlackBerry Smartphone's was the thought of remaining connected all the time.

So the first grand step was to put itself as an business exec handheld device which in turn helped in carving out specific niche market for the brand without offering a at once collision with any of its top rivals which was the smartest move of all

Hence BlackBerry became the organization Executive phone that was comparatively less famous in youngsters initially.

Now the next way was to enter into non-corporate world of portable devices where even the 'uncorporate' wanted to be in interconnection or online with their friends and family on a regular basis. And they developed an excellent advertising stating as

"We are the BlackBerry boys"

which not only included appropriate up corporate but also baby boomers, women of every age and mix ethnic personnel's who all appreciate using blackberry as they are in constant synch with their work as well as connected to family and friends at exactly the same time.

Absolutely outstanding advertising with the pinch of great music and excellent humour banging directly on the communication brand desires to multiply to the mark consumers. Now the melody "We will be the blackberry young boys" has been trending into minds of young people and BlackBerry lovers. It has kept same influence on mass as Vodafone Zoo Zoo's experienced done it during IPL.

Blackberry first with the "Pearl" and "Striking" and today with the "Surprise" and "Torch" is seeking an alteration in placement and moving more towards "Lifestyle section" space. This can prove counterproductive for the business because it directly inserting itself to its other bigger opponents and directly going for a at once collision in competition with Nokia, LG, Samsung and Apple I telephone. Actually the handheld Smartphone models are being actively compared to types of other competition for example Samsung galaxy, Apple iPhone and Nokia E series. However the real combat is between Apple and BlackBerry for taking the lifestyle portion and taking the position of that understanding in potential client customers.

Now influenced by the good thing about continuous connectivity even if the operators are non efficient has allowed combined with the host a great many other developing brands to go into with different applications to be able to appeal to market audience and the discussion is on offering of similar features (connectivity) along with a coordinator of other value adding features by the other. . Now these were all physical features of Blackberry and the physical presence always lead to the cognitive, physical cues which in turn become 'suggestions' for your brain to form interpretations or quite simply "positions" itself as an extremely specialized, functional and great to work with device.

So far Personally, i believe Blackberry could strategy of positioning is slick and feature laden but in order to grow market the company tried out to play with the psychological proposition saying:

"Do what you like and love what you do"

Now this tagline covers all the marketplace sector a portable manufacturing company wishes to because everybody loves to take action and even if they BlackBerry it certainly is a non-boring, happy and lovable occasions during work time. It stresses on the theory no subject how hard you do something as long as you love to get it done and you have a Blackberry together with you, you can do it right.

In one of the adverts an Asian dude is on his bicycle roaming around seems such as a courier person and uses BlackBerry Torch but he's not a normal courier man, he is the current leader of SanFrancisco Bike messenger association who is very busy in his work and BlackBerry helps him to communicate with his relatives and buddies, manage his work, Blackberry Gps unit helps him on anonymous streets and ways and in the end he enjoys what he does. Now this leaves an extremely big message at heart of prospect in case you are a leader a business owner in your small world, business or community you desire a blackberry support because even BlackBerry is in love with what you do.

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