BENEFITS BASED POSITION DETERMINATION

Benefits by positioning the product is positioned as a leader in a particular benefit. Benefits include manfat symbolic, functional benefits and benefits based on experience. Successful positioning requires communication strategies that can draw attention to one customer's needs, whether symbolic, functional and experimental.

Positioning is based on the benefits of symbolic positioning using attraction for someone to have the desire to possess objects of successful people. Symbolic benefits still apply in Indonesia, Mercy cars, BMW and Volvo mostly found in Indonesia, even Jaguar and Ferrari began to be found in the metropolis. Conversely, if the Kuala Lumpur, Malaysia which we find only the Proton or Perodua cars, very few cars as we temuai Mercy, BMW and Volvo. "Consumers who buy an expensive car to show success in a career. By buying an expensive car, which they obtained success can be seen by others "said one customer Mercy. Though really just a false success, but in Indonesia this sibol benefits many are still chasing him. BMW uses the slogan "The Ultimate Driving Machine".

Positioning is based on the functional benefits on the basis of positioning the functional benefits of these products. Bimoli cooking oil using functional benefits by using "cooking oil with the best quality with the content of omega-9". Benefits of omega 9 is said to reduce the risk of coronary heart disease and the relative heat resistance. Similarly ProXL using functional positioning based on the slogan "Not Just Talk".

Positioning based on experimental determination of benefits based on the position in the customer experience using the product both appearance and comfort. Viva face powder using experimental based positioning. With the slogan "suitable for tropical skin". Most use Viva mother and brother because they use it. Youth group woke up not only alone but because of their compatibility with the skin or the convenience to use it. Viva is a local brand that could last more than 45 years of the onslaught of global brands with a wider variety of sharp competition. Viva remains the Top Brand of Indonesia to face powder category.