SIKHATHELE PAKATI R145637W.

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Presentation transcript:

SIKHATHELE PAKATI R145637W

APPLE AND NOKIA POSITIONING STRATEGIES POSITIONING IS CREATING A UNIQUE AND DISTINCTIVE STRATEGY RELATIVE TO COMPETITION. BRANDS SHOULD BE PERCEIVED AS DIFFERENT FROM THE COMPETITORS IN THE MINDS OF THE CONSUMERS GIVING THEM A MEANING, UNIQUENESS OF THE BRAND AND SHOULD BE DURABLE OVER TIME. IT IS THE BATTLE OF THE MIND.

POSITIONING OF THE TWO ORGANISATIONS IS BASED ON THE 4Ps PRODUCT- APPLE SIMPLY WANTS TO SELL THE BEST PRODUCTS IN THE CLASS. NO COMPROMISES IN QUALITY OR PERFORMANCE. IT HAS TAKEN BOLD DECISIONS WHEN IT COMES TO PRODUCT QUALITY.THE POSITIONING ON QUALITY HAS HELPED BUILD TRUST AND CONFIDENCE OF THE MARKET. APPLE HAS VERY FEW VARIANTS IN EACH CLASS OF PRODUCTS. PRODUCTS ARE UNIQUE AND NO SIMILAR SUBSTITUTES. A REPLACEMENT FOR A MAC IS ANOTHERMAC.

NOKIA PRODUCT –OFFERS A VARIETY IN THE CELLPHONE MARKET CATERS FOR EVERYONE DURABILITY PRODUCTS CAN BE EASILY IMITATED HAS A SHARING DEVICE

APPLE PRICE POSITIONED AS A PREMIUM PRODUCT DOES NOT GET INTO PRICE WARS HELPS TO MAKE BIG PROFITS WITHOUT HURTING THE BRAND TO STRENGTHEN ITS PREMIUM PRICING APPLE DOES NOT OFFER ANY DISCOUNTS ON ITS PRODUCTS

NOKIA PRICE- DIFFERENT PRICES FOR DIFFERENT SOCIAL CLASSES MIGHT GET INTO PRICE WARS WITH OTHER PLAYERS PRICES ARE AFFORDABLE

APPLE PLACE IT HAS SET UP EXCLUSIVE RETAIL OUTLETS VERY SELECTIVE WHEN IT COMES TO RETAIL PARTNERS RETAIL STORES ARE WELL DESIGNED AND THEY OFTEN LOCATED IN RETAIL PLACES THAT MATCHES ITS PREMIUM IMAGE.

NOKIA PLACE INTENSIVE OUTLETS NOT CHOOSY WHEN IT COMES TO RETAIL PARTNERS

APPLE PROMOTION THEIR ADS HAVE ALWAYS STOOD APART FROM COMPETITION USES SCARCITY AS A PROMOTIONAL TECHNIQUE AND THAT MAKES PEOPLE EAGERLY WAIT TO GET THEIR HANDS ON APPLE’S PRODUCTS. WHEN THE PRODUCT BECOMES AVAILABLE, CUSTOMERS EXCHANGE THEIR MONIES TO GET THEIR APPLE PRODUCTS

NOKIA PLACE USES AVAILABILTY AS A PROMOTIONAL TECHNIQUE INTENSIVE ADVERTISING

DEVELOPING POSITIONING STRATEGIES IDENTIFY TARGET MARKET DEFINE THE MARKET MAKE A PROMISE PRESENT EVIDENCE

THANK YOU