Positioning Tools
Positioning
Developing a specific marketing
mix to influence potential
customers’ overall perception of
a brand, product line, or
organization in general.
What is Positioning?
The place a product, brand, or
group of products occupies in
consumers’ minds relative to
competing offerings.
Positioning of
Procter & Gamble Detergents
Effective Positioning
1. Assess the positions occupied by competing
products
2. Determine the dimensions underlying these
positions
3. Choose a market position where marketing
efforts will have the greatest impact
POSITIONING THE PRODUCT
•
Two Approaches to Product Positioning
• Head-to-head positioning
• Differentiation positioning
Product Differentiation
A positioning strategy that some
firms use to distinguish their
products from those of
competitors. Distinctions can be
real or perceived.
Perceptual Mapping
A means of displaying or
graphing, in two or more
dimensions, the location
of products, brands, or
groups of products in
customers’ minds.
Positioning Bases
Attribute
Price and Quality
Use or Application
Product User
Positioning
Bases
Product Class
Competitor
Positioning Statements
• A positioning statement is not the same as a
slogan or tag line.
• A good positioning statement generally has 4
elements:
1. The target market
2. The need of that target market
3. The name of your product
4. The statement telling how your product
satisfies the need and is different from
the competitors.
Volvo’s Positioning Statement
1. The target market
2. The need of that target
market
3. The name of your
product
4. The statement telling
how your product
satisfies the need and
is different from the
competitors.
"For (1) families
concerned about (2)
safety, (3)Volvo builds a
vehicle with (4) stateof-the-art safety
features that give you
peace of mind when
driving."
Positioning Strategies
• A positioning strategy should be unique to the product
– Defined in relative terms to the competition.
Bigg est
Fast est
Small est
Cheap est
New est
Lat est
Great est
Nice est
Sweet est
Hot est
Most Durable
Tast iest
Highest Quality
Most Economical
Cool est
Chic est
• The marketing plan must support the positioning
Repositioning
Repositioning
Changing consumers’
perceptions of a brand in
relation to competing
brands.
Repositioning
Changing consumers’ perceptions of a
brand in relation
to
competing brands.
Positioning and Product Differentiation