POSITIONING

 MEANING AND DEFINITION OF POSITIONING 

DEFINITION: Marketing positioning involves arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers, which is accomplished through formulating competitive positioning for a product and a detailed marketing mix.

DEFINITION : Positioning is the act of designing the company's offering and image to make a distinctive place in the mind of the target market or consumer

Positioning Strategies :

 According to Michael Porter, there are three basic positioning alternatives, like :

 (1) as a product / service differentiator,

 (2) as a low cost leader, and

(3) as a niche market offer.

Positioning Strategies

Positioning by attribute: Associating a product with a particular feature..

Positioning by benefit: Associating a product with a special customer benefit.

Positioning by quality/price: Using price as a cue to higher quality, with higher quality being reflected in more features and/or services

Positioning by use/application: Associating the product with a use or application

Positioning by user: Associating a product with a user or class of user

Positioning by product category: Associating the product with others in a similar product class

Positioning by competitor: Identifying the product by using a competitor as a reference point