Product
Positioning
Sports and Entertainment
Marketing
Why is product positioning
important to marketers?
 Separate
yourself from other products in
the market
 Consumers
are bombarded with
advertising, and the consumers will only
accept what is consistent with their prior
knowledge and experience
Product Positioning

The efforts a business makes to identify, place
and sell its products in the marketplace

Businesses identify customers wants and needs

Determine how they compare to the
competition

Some businesses want to be very different from
competitors products
Goal of Product Positioning
 Set
the product apart from the competition:
1. Wendy’s
 Square
Hamburger - Never Frozen
2. Burger King Flamed
Broiled Hamburgers
Positioning By Price
 Position
within a product line
 Positioning
by price and quality stresses
high price as a symbol of quality and low
price a symbol of value

Economy line, Mid-price line, Luxury line
Positioning By Features and
Benefits
 Products
are associated with a feature,
attribute or customer benefit
 Clorox
developed “Greenworks” for the
Eco-Friendly target market
Positioning in Relation to the
Competition
 Positioning
to compete directly with the products
of other companies
 Common
strategy when one company is trying to
solidify an advantage over another company
 Not
good to compete with an industry leader
 Better
to compete with an underdog
Positioning in Relation to Other
Products in a Line
 Individual
products may be positioned in
relation to other products in the same line
 iPod
Shuffle
 iPod
Nano
 iTouch
Can Athletes and Entertainers be
positioned in the marketplace?

Class Activity
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You are now going to create a PowerPoint describing the positioning
strategies of an entertainer or athlete of your choice.
Introduction Slide
Agenda Slide
Name and picture of your product or person
“Who am I?” description and picture (describes the person
not just the job)
“What do I do?” description and picture
“For who am I?” description and picture (remember the who
is the target market)
Create a positioning statement for your product/person List
three reasons for the person’s positioning with relation to the
competition
Conclusion Slide