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Market Positioning

This document discusses market positioning strategies that companies can use to occupy a distinct place in the target customer's mind. It explains that positioning creates a competitive advantage by providing reasons for customers to buy a product. Successful positioning is clear, consistent, credible, and competitive. Common positioning strategies include focusing on product attributes, benefits, uses, target users, competitors, or value. The document also covers positioning maps, repositioning, and common errors in positioning like being underdefined, overdefined, confused, or making doubtful claims.

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Jackie Casado
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742 views17 pages

Market Positioning

This document discusses market positioning strategies that companies can use to occupy a distinct place in the target customer's mind. It explains that positioning creates a competitive advantage by providing reasons for customers to buy a product. Successful positioning is clear, consistent, credible, and competitive. Common positioning strategies include focusing on product attributes, benefits, uses, target users, competitors, or value. The document also covers positioning maps, repositioning, and common errors in positioning like being underdefined, overdefined, confused, or making doubtful claims.

Uploaded by

Jackie Casado
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Market Positioning

Prepared by: James Carlz Manzano


Market Positioning
● Positioning is the act of designing the
company's offering and image to occupy a
distinct place in target's mind.
Why Market Positioning?
● To create a distinct place of product and
service or corporate in the minds of
customers.
● To provide a competitive edge to a product
or an attempt to convey attractiveness of
the product to the target market.
● To give the target market reason of buying
our product or service and then
formulation of all strategies according to
the customer perception.
Criteria for Successful
Positioning
● Clarity
● Consistency
● Credibility
● Competitiveness
Positioning Strategies
● Attribute positioning – company position
itself on the basis of an attribute which
creates their separate identity such as
size, number of years of existence and the
like.
● Benefit positioning – corporate may
position itself as a leader in a certain
benefit which they provides to their
customers.
Positioning Strategies
● Use or application positioning – can be
done on the basis of use or application of
the product.
● User positioning – when a firm position
itself and its products as best suited for a
particular user class
Positioning Strategies
● Competitor positioning – firm claims to be
better in some product or service than a
well-known competitor.
● Value positioning – focuses on company's
positioning as offering the best product at
lower price or best-valued product.
Positioning Map
● A useful framework for analyzing market
positioning.
● Illustrates the range of “positioning” that a
product can take in a market based on two
dimensions that are important to
customers.
Repositioning
● Market repositioning is when a company
changes its existing brand or product
status in the marketplace.
● Repositioning is usually done to declining
performance or major shifts in the
environment.
●
Errors in Positioning
● Under positioning – failing to present a
strong central benefit or reason to buy a
product.
● Over positioning – marketers make the
product too special so the potential
customers group becomes too small.
Errors in Positioning
● Confused positioning – claiming two or
more benefits that contradict each other.
● Doubtful positioning – claiming a benefit
that customers will doubt that the brand
can actually deliver.
References
● https://pt.slideshare.net/baijnathpandey/po
sitioning-errors/6
● https://www.tutor2u.net/business/reference
/market-positioning
● https://www.slideshare.net/TipsDwarka/ma
rket-positioning-53532541
● https://www.slideshare.net/abhishekshandi
lya02/sony-bcg-matrix
● https://www.slideshare.net/rajeshpanda12
3/product-positioning

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