Bangladesh Institute of Management (Bim) (M I) 4, S, M R, D - 1207

BANGLADESH INSTITUTE OF MANAGEMENT (BIM)
(MINISTRY OF INDUSTRIES)
4, SOBHANBAG, MIRPUR ROAD, DHAKA-1207
www.bim.org.bd
Post Graduate Diploma in Marketing Management
(PGDMM)
(Academic Year-2021)
Term Paper Proposal
On
Product Positioning in E-commerce for effective marketing strategic planning.
Submitted to Submitted By
Nirjhar Mazumder Md. Tanbir Rahman
Management Counsellor Roll: 20MM012
Bangladesh Institute of Management (BIM) PGDMM, Evening Batch-I
Bangladesh Institute of Management
(BIM)
26th June, 2021

ABSTRACT
Product positioning is becoming very much important to companies as they try and reach
out to customers on the Ecommerce Platform. As competition becomes harder for nearly
all companies and organizations it is becoming more and more important to have that
"little extra," that something that makes you different from your competitors. Based on
this, the purpose of this thesis is to provide a better understanding of an organization's
fidelity in Ecommerce. In order to reach this purpose, two research questions are stated
focusing on the components of positioning as well as a knowledge of Ecommerce. Using
the research questions as a guide, a literature study was conducted resulting in a
conceptual framework which guided the data collection. A qualitative, case study
methodology was used, using focus group interviews to collect empirical evidence.
Inquiries indicate that the three problems a buyer has (internal, external, and
psychological) are how the product solves them and how much the customer relies on
them to make the purchase decision. By identifying the traits and positions of the product,
the product identity can be better understood.
Table Of Content
1. Introduction…………………………………………………………………………… 1
1.1 Background
1.2 Problem Discussion
1.3 Purpose and research question
2. Importance Of The Study
3. Objective Of The Study
3.1 Major Objective
3.2 Specific Objective
4. Scope Of The Study
5. Methodology
5.1 Phase 1
5.2 Phase 2
5.3 Phase 3
6. Activity Schedule

PROPOSAL
Title Of The Study: Product Positioning in E-commerce for effective marketing strategic
planning.
1. Introduction: Ecommerce (Electronic Commerce) website is currently one of the most

important emerging and thriving sectors of web marketing. It has expanded faster over
the past years and is expected to keep growing at an accelerating rate. Ecommerce
websites enable businesses to grow faster, more convenient and less costly. E-commerce
has also simplified sales and marketing as salespeople can complete sales online, saving
time, increasing revenue and enhancing efficiency. It will substantially lower the
transaction cost. It eliminates many fixed costs of maintaining brick and mortar shops. This
allows the companies to enjoy a much higher margin of profit. It provides quick delivery of
goods with very little effort on part of the customer. Mobile Adaptively, more and more
web traffic is generated by smartphones and tablets, driving ecommerce sales. Customers
get real-time updates of new product launches, exclusive deals and promotional schemes,
and the one-touch purchase option has caused an exponential growth in ecommerce. Some
of the best success stories come from new entrepreneurs who are establishing their own
e-commerce storefronts. However, jumping headfirst into this type of business model can
be risky. If you don’t prepare yourself with the proper tools and services, you could lose
everything. Product Positioning is one of highly sensitive tools in E-commerce after an E-
commerce Platform I thought. A product can be positioned in a favorable way for a target
audience through advertising, the channels advertised through, the product packaging,
and even the way the product is priced. For example, market research may have revealed
that the product is popular among mothers. The goal is to distill who your audience is,
what they need, and how your product can uniquely help. It is a strategic exercise that
defines where your product or service fits in the marketplace and why it is better than
alternative solutions.
3. Importance Of the study: Mistake of a company make is they cause their customers
to burn too many calories in an effort to understand their offer for solving a problem.
“When having to process too much seemingly random information, people begin to ignore
the source of that useless information in an effort to conserve calories. In other words,
there’s a survival mechanism within our customers’ brain that is designed to tune us out
should we ever start confusing them. (Donald Miller)
Imagine every time we talk about our products to potential customers, they have to start
running on a treadmill. Literally, they have to jog the whole time we’re talking. How long
do you think they’re going to pay attention? Not long. And yet this is precisely what’s
happening. When we start our elevator pitch or keynote address, or when somebody visits
our website, they’re burning calories to process the information we’re sharing. And if we
don’t say something (and say something quickly) they can use to survive or thrive, they will
tune us out. There are three standard types of product positioning strategies brands
should consider: comparative, differentiation, and segmentation. Through these strategies,
brands can help their product stand out by targeting the right audiences with the best
message.
 Comparative: Comparative positioning strategies work by placing products right

next to other brands to highlight their competitive edge.
 Differentiation: Comparative: Comparative positioning strategies work by placing
products right next to other brands to highlight their competitive edge.
 Segmentation: Segmentation involves clustering groups of consumers together
with similar product preferences and behavioral traits.
Segmentation is one of the major steps for good product positioning. It’s a huge sector,
after which have to analyze and set the perfect plan how the product will solve the
customer's problem, which way it will be elegant.
Research Objective:
 General Objective: To find out the importance of product positioning in ecommerce.
 Specific Objective: The specific object of the study will be:
 Customers End:
 Identifying the Competitors
 Identifying Potential Competitive Advantages
 Determining how the Competitors are Perceived and Evaluated
 Analyzing the Customer
 Developing Positioning Strategy or Choosing Competitive Advantages
 Signalizing the competitive advantages
 Seller’s End:
 To identify current popular marketplace or platform.
 To trace the competitor’s movement in terms of their market
presence, offering etc.
Scope of the study: E-commerce business is booming in Bangladesh recently. With

better access, inclusion and a consistently developing web population, the prospect for e-
Commerce is splendidly growing for the last couple of years. The E-commerce market in
Bangladesh, made a quantum jump in 2017; developing at an incredible 70% from 2016 as
indicated by the information accessible with the e-Commerce Association of Bangladesh (e-
CAB). The market measure is relied upon to reach Tk 70 billion (Tk 7,000 crore) by 2021.
Methodology of the study: The section represents an overview of the methods to be

used in the study. Areas covered include the research design, population, sample and
sampling techniques, data collection and analysis.
The term paper aims are to study and build and effective marketing strategy for
Ecommerce sales and importance of product positioning in this sector. The study will
frame out and conducted considering all demographic and geographic representation all
over the Bangladesh along with majority in urban areas along with some rural areas of
Bangladesh who purchase his goods from ecommerce.
The data will collect through two different structured questioners, organization visit,
secondary data collection, and observation and proposal interview.

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BANGLADESH INSTITUTE OF MANAGEMENT (BIM)

Post Graduate Diploma in Marketing Management

Term Paper Proposal

26th June, 2021

1. Introduction: Ecommerce (Electronic Commerce) website is currently one of the most

 Comparative: Comparative positioning strategies work by placing products right

Scope of the study: E-commerce business is booming in Bangladesh recently. With

Methodology of the study: The section represents an overview of the methods to be

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