Product Positioning

In
marketing, positioning has come to mean the process by which marketers try to create an

image or identity in the minds of their target market for itsproduct, brand, or organization.
Re-positioning involves changing the identity of a product, relative to the identity of competing

products, in the collective minds of the target market.
De-positioning involves attempting to change the identity of competing products, relative to the

identity of your own product, in the collective minds of the target market.
Product positioning process

Generally, the product positioning process involves:
1. Defining the market in which the product or brand will compete (who the relevant buyers
are)
2. Identifying the attributes (also called dimensions) that define the product 'space'
3. Collecting information from a sample of customers about their perceptions of each
product on the relevant attributes
4. Determine each product's share of mind
5. Determine each product's current location in the product space
6. Determine the target market's preferred combination of attributes (referred to as an ideal
vector)
7. Examine the fit between:
 The position of your product
 The position of the ideal vector
8. interest and started a conversation, you'll know you're on the right track.
Positioning concepts
More generally, there are three types of positioning concepts:
1. Functional positions
 Solve problems
 Provide benefits to customers
 Get favorable perception by investors (stock profile) and lenders
2. Symbolic positions
 Self-image enhancement
 Ego identification
 Belongingness and social meaningfulness
 Affective fulfillment
3. Experiential positions
 Provide sensory stimulation
 Provide cognitive stimulation
Market positioning is the manipulation of a brand or family of brands to create a positive

perception in the eyes of the public. If a product is well positioned, it will have strong sales, and
it may become the go-to brand for people who need that particular product. Poor positioning, on
the other hand, can lead to bad sales and a dubious reputation. A number of things are involved
in market positioning, with entire firms specializing in this activity and working with clients to
position their products effectively.
Market positioning is a tricky process. Companies need to see how consumers perceive their
product, and how differences in presentation can impact perception. Periodically, companies
may reposition, trying to adjust their perception among the public. For example, a company
might redesign product packaging, start a new ad campaign, or engage in similar activities to
capture a new share of the market.
Developing a market positioning strategy is an important part of the research and

development process. The marketing department may provide notes during product
development which are designed to enhance the product's position, and they also determine the
price, where the product should be sold, and how it should be advertised. Every aspect of the
product's presentation will be carefully calculated to maximize its position, with the goal
of market positioning being domination.
Brand image
A brand is the identity of a specific product, service, or business[1][page needed]. A brand can take

many forms, including a name, sign, symbol, color combination or slogan. The
word brand began simply as a way to tell one person's cattle from another by means of a hot
iron stamp. A legally protectedbrand name is called a trademark. The word brand has
continued to evolve to encompass identity - it affects the personality of a product, company or
service.
The psychological aspect, sometimes referred to as the brand image, is a symbolic construct

created within the minds of people, consisting of all the information and expectations associated
with a product, service or the company(ies) providing them.
Brand awareness
Brand awareness refers to customers' ability to recall and recognize the brand under different
conditions and link to the brand name, logo, jingles and so on to certain associations in memory.
It helps the customers to understand to which product or service category the particular brand
belongs and what products and services are sold under the brand name. It also ensures that
customers know which of their needs are satisfied by the brand through its products (Keller).
Brand awareness is of critical importance since customers will not consider your brand if they
are not aware of it.[3]
Psychological Positioning of A Product
Basically, psychological positioning is a communicationexercise that follows AIDA: Attention,

Interest, Desire and Action model. It is derived from market positioning and tells who the
company is, what the product does, and what to expect from the purchase.
The brand name, the look and the packaging must complement the psychological
positioning. Consumer behavior is driven more by feelings than rationale, and even the most
aptly positioned brand might fail if it does not strike the right chord. Brand ultimately has to
build a relationship with the customer.Benefits and benefit gaps are easy to identify through
research. Feelings are more difficult to get to. Coffee, for instance, is about intimacy, romance
and togetherness. Titan is a gift of appreciation. Lakme and Vareli touch a streak of narcissism
in a woman. Brand positioning is thus not just occupying a slot in the mind of the consumers. It
is about ruling the heart also.
Or
• It enables marketers to create a unique product image with the objective of creating
interest & attracting customers.
The Unique Selling Proposition (also Unique Selling Point or USP) is a marketing concept

that was first proposed as a theory to explain a pattern among successful advertising
campaigns of the early 1940s. The term was invented by Rosser Reeves of Ted Bates &
Company
Or
The Art of Finding Your Unique Selling Proposition
Positioning is about making your offering different from, and more valuable than, your
competitors' offerings--and placing that idea in the minds of a target group of customers.
Positioning attracts customers by creating a positive and unique identity for your company and
its offerings. Positioning is vital for distinguishing your offering from everybody else's.
Examples
Some good current examples of products with a clear USP are:
 Head & Shoulders: "You get rid of dandruff"
Some unique propositions that were pioneers when they were

introduced:
 Domino's Pizza: "You get fresh, hot pizza delivered to your

door in 30 minutes or less -- or it's free."
 FedEx: "When your package absolutely, positively has to get
there overnight"
 M&M's: "Melts in your mouth, not in your hand"
 Wonder Bread: "Wonder Bread Helps Build Strong Bodies
12 Ways"
[edit]
Positioning and advertising
Advertising, while it can play a large role in influencing position, I would have to say that PR
is the key to positioning. Here's the logic.
If the iPod arrived in the media without anyone knowing what it did, how it integrated with
music download sites, how it worked seemlessly with the Mac computers, how it was small,
then smaller, how it could hold your photo library and video, do you think Apple would have
enjoyed such a quick market penetration?
The question simplified would be if people do not know or understand what it is that you are
trying to advertise, how can you expect people to understand and embrace the advertising?
PR builds brands, advertising supports the brand building strategy.

Product Positioning

Uploaded by

Copyright:

Available Formats

Product Positioning

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Product Positioning

Uploaded by

Copyright:

Available Formats

In

marketing, positioning has come to mean the process by which marketers try to create an

Re-positioning involves changing the identity of a product, relative to the identity of competing

De-positioning involves attempting to change the identity of competing products, relative to the

Product positioning process

Market positioning is the manipulation of a brand or family of brands to create a positive

Developing a market positioning strategy is an important part of the research and

A brand is the identity of a specific product, service, or business[1][page needed]. A brand can take

The psychological aspect, sometimes referred to as the brand image, is a symbolic construct

Psychological Positioning of A Product

Basically, psychological positioning is a communicationexercise that follows AIDA: Attention,

The Unique Selling Proposition (also Unique Selling Point or USP) is a marketing concept

 Head & Shoulders: "You get rid of dandruff"

Some unique propositions that were pioneers when they were

 Domino's Pizza: "You get fresh, hot pizza delivered to your

Positioning and advertising

PR builds brands, advertising supports the brand building strategy.

You might also like

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.