Understanding
Product/Service
Positioning
Market Identification
• Process of identifying the market and most
profitable areas in which to offer a product
or service
• Market refers to people who share similar
needs and wants and have ability to
purchase
• Target Market refers to the group of
customers towards which marketing
efforts are aimed
What is Target Marketing?
• Knowing EXACTLY WHO will/ or who does
buy your proud
• Knowing EXACTLY HOW to reach them
• Identifying those customers by
segmenting the market
• Marketing based on research of hobbies,
interests, needs and ability to purchase
the product
Positioning
• Marketing Strategy
• Process of Identifying Market Niche for
product/brand and getting it established
• Make a brand occupy a distinct position
in the mind of the customer, in
comparison to the competition.
Relationship of Positioning to
Target Market
• Positioning creates an image of product or
service in mind of customer
• The customer has been “targeted” – or is
identified as the target market
• Positioning is NOT what a company does
to a product, but what the company does
to a target customer’s mind!
How to Position
• Identify Competitors
• Assess Consumers’ Perception of
Competitors
• Determine Competitors’ Positions
• Analyze the Consumers’ Preferences
• Make the Positioning Decision
• Monitor the Position
Class Activity
1.
2.
3.
4.
Select a product
Identify the market for the selected product
Identify competition of selected product
Determine the product’s position relative to those of the
competition
5. Identify the target market of the selected product
6. Determine most effective channels to position the selected
product
Create a PPT presentation to deliver to the class that
summarizes your research (50 points)