Positioning

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POSITIONING : 

POSITIONING

Positioning : 

Positioning Positioning (idea development) starts with a product A competitor has 3 strategic alternatives Strengthen its own current position in the consumer’s mind Grab an unoccupied position De-position or reposition the competition in the consumer’s mind

Examples of Positioning : 

Examples of Positioning Best quality Best styling Best service Best value Lowest price Safest Best performance Most convenient Most technological Most reliable Most prestigious

A company must avoid 4 major Positioning errors : 

A company must avoid 4 major Positioning errors Under positioning – In 1993 customers were distinctly unimpressed because they do not see ‘clarity’ as an important benefit of soft drinks. Over positioning – Diamond ring Confused positioning – Changing brand frequently Doubtful positioning – Buyers may find it hard to believe the brand claims in view of products feature, price or manufacturer

Several different positioning possibilities for now-a-days marketing : 

Several different positioning possibilities for now-a-days marketing Attribute / feature positioning Benefits positioning Use or application positioning Competitor positioning Product category positioning Quality or price positioning