BY

PROF. PRASHANT MISHRA

VIMR, KARHI ROAD,
AMOUDHA
SATNA, M.P.
 Dove
• Dove’s marketing director Stacie Bright had a moral problem in 2006.
• After years of marketing Dove’s soaps using what the mainstream considers ‘beautiful’ models Bright realized this was
affecting her own daughter’s self-esteem, and therefore affecting the self-esteem of everybody’s daughter subjected to
this advertising.
• Bright created a mock-up advert using all of the company directors’ daughters with text alongside each image saying
how these girls believed they weren’t beautiful.
• Bright and her team showed it to the executives, confident that this was a risky but worthwhile move.
• The risk worked. The Dove executives were of course deeply affected, said a resounding yes through their tears, and
completely overhauled Dove’s marketing strategy, which has continued to this day.
• Dove doubled profits from £1bn to £2bn and turned the business of selling soap into a moral campaign.

THE MARKETING STORY…

 • MARKET
• MARKET PLACE
• VIRTUAL MARKET
• META MARKET

THE BASICS…
THE BASICS
 “Meeting Needs Profitably”
Marketing is an organizational function and set of processes for
creating, communicating & delivering value to customers and for
managing customer relationships in ways that benefit the organization
& its stakeholders.

WHAT IS MARKETING?
• Marketing is the process of planning and executing the conception, pricing, promotion
and distribution of ideas, goods and services to create exchanges that satisfy individual
and organizational objectives.
• Philip Kotler defined marketing as:

"Satisfying needs and wants through an exchange process". 

• A decade later he defines it as:

“A social and managerial process by which individuals and groups obtain what they
want and need through creating, offering and exchanging products of value with
others".
DEFINITION…
  The art
and Science of choosing target markets and
getting, keeping and growing customers
through creating, delivering and
communicating superior customer value.

Marketing Management identifies market

opportunities and comes out with appropriate
strategies for exploring those opportunities
profitably.
WHAT IS MARKETING MANAGEMENT?
• According to Philip Kotler,
“Marketing Management is the art and science of choosing target markets and building profitable
relationship with them. Marketing management is a process involving analysis, planning,
implementing and control and it covers goods, services, ideas and the goal is to produce
satisfaction to the parties involved”.

MARKETING MANAGEMENT DEFINITION

• Today marketing is known as an advanced blend of strategy and technology, however, it hasn’t always been this
way. The history of marketing as we know it began with humble beginnings of simply trying to sell goods and
services.
• The ideas of marketing as it is understood in the modern era began during the time of the Industrial Revolution.
This period spanned the late 18th century and lasted long into the 19th century.
• It was during the Industrial Revolution that purchasing goods began to be easier for a consumer than make
things themselves.
• Mass production created many industries engaged in the same endeavor to serve the needs of a growing
consumer market.
• The infrastructure for transportation as well as mass media took hold.
• It created a need for producers to find better ways to develop products customers needed and a more
sophisticated approach to informing them about these commodities.

HISTORY…
• According to this concept, marketing consists of those activities which are concerned
with the transfer of ownership of goods from producers to consumers.
• Inother words, it is the process by which goods are made available to ultimate
consumers from their place of origin.
• The traditional
concept of marketing corresponds to the general notion of marketing,
which means selling goods and services after they have been produced.

TRADITIONAL MARKETING CONCEPT…

1. The setting of marketing goals and objectives
2. Developing the marketing plan
3. Organizing the marketing function
4. Putting the marketing plan into action
5. Controlling the marketing program.

Marketing Management Involves:

• This concept advocates that a manufacturer should begin his task with the consumer focus.
• Selling should be preceded by customer study, marketing research and product development.
• “The aim of marketing is to know and understand the consumer so well that that the
product or service fits him and sells itself.” – Peter Drucker.
• This concept is also called customer orientation.
• “The Marketing concept is a customer orientation backed by integrated marketing aimed at
generating customer satisfaction as the key to satisfying organizational goals”. – Philip
Kotler

MARKETING MANAGEMENT CONCEPT

i. Focus on customer needs
ii. Providing consumer satisfaction
iii. Integrated Marketing Management
iv. Achieving organizational goals
v. Innovation

BASIS OF MARKETING CONCEPT.

• It is a Managerial Process.
• It is Consumer Centric.
• It is based on Research Analysis.
• It involves Planning & Development.
• It involves Building Marketing Framework.
• It focuses on Organizational Objectives.
• It is a Promotional & Communication Process.

FEATURES OF MARKETING MANAGEMENT.

1. Analyzing Market Opportunities
2. Determination of Target Market
3. Planning and Decision Making
4. Creation of Customer
5. Helps in Increasing Profit
6. Improvement in Quality of Life
7. Employment Opportunities

IMPORTANCE OF MARKETING MANAGEMENT.

THE MARKETING PROCESS
MARKETING
PROCESS IN
DETAIL
•  The Production Concept. This concept is the oldest of the concepts in business.  It holds that consumers will prefer products that
are widely available and inexpensive.  Managers focusing on this concept concentrate on achieving high production efficiency, low
costs, and mass distribution. 
•  The Product Concept. This orientation holds that consumers will favor those products that offer the most quality, performance,
or innovative features.  Managers focusing on this concept concentrate on making superior products and improving them over
time. They assume that buyers admire well-made products and can appraise quality and performance. 
• The Selling Concept. This is another common business orientation. It holds that consumers and businesses, if left alone, will
ordinarily not buy enough of the selling company’s products.  The organization must, therefore, undertake an aggressive selling
and promotion effort.  It also assumes that the company has a whole battery of effective selling and promotional tools to stimulate
more buying
• The Marketing Concept.  This is a business philosophy that challenges the above three business orientations.  Its central tenets
crystallized in the 1950s.  It holds that the key to achieving its organizational goals (goals of the selling company) consists of the
company being more effective than competitors in creating, delivering, and communicating customer value to its selected target
customers.

THE MARKETING CONCEPT

• According to holistic marketing concept, even if a business is made of various departments, the departments
have to come together to project a positive & united business image in the minds of the customer. Holistic
marketing concept involves interconnected marketing activities to ensure that the customer is likely to purchase
their product rather than competition.
Example of Holistic marketing concept
• An organization will have different departments like sales and marketing, accounting and finance, R&D and
product development and finally HR and operations. Thus, if you want to implement a holistic marketing
concept in your organization, you need to ensure that R&D and product development take the feedback from
marketing and sales to launch the product which is most likely to attract customers.
• On the other hand they need to work closely with accounting and finance to find out the exact budget for the
project. Sales and marketing need to communicate to the HR the right kind of people that they need, and
finally, admin and operations need to devise a plan to retain these people.

HOLISTIC MARKETING CONCEPT

• The Societal Marketing Concept puts Human welfare on top before profits and satisfying the wants.
• Societal Marketing emphasizes on social responsibilities and suggests that to sustain long-term success, the
company should develop a marketing strategy to provide value to the customers to maintain and improve both
the customers and society’s well being better than the competitors.
• Societal Marketing creates a favorable image for the company increases sales. It is not the same as the terms of
social marketing and social media marketing. It is a term closely related to CSR and sustainable development.

SOCIETAL MARKETING CONCEPT

• Growth of Population
• Changing Concept of Family
• More Disposable Income
• More Discretionary Income
• Technology Advancement
• Media
• Credit Facility

FACTORS AFFECTING MARKETING CONCEPT

• It is a legal process by which ownership is transferred
• It is a system of interacting business activities
• It is a managerial function of organizing and directing business
activities that facilitates the movement of goods from producers to
consumers
• It is a Philosophy based on consumer orientation and satisfaction
• It has dual objectives- Profit Making and Consumer Satisfaction

NATURE OF MARKETING
 Marketers are involved with marketing majorly these ten types of entities :
• Services
• Events
• Experiences
• Persons
• Places
• Properties
• Organizations
• Information
• Ideas
• Physical Goods

SCOPE OF MARKETING
• Study of Consumer wants and needs
• Study of Buyer Behavior
• Product Planning and development
• Pricing Policies
• Distribution
• Promotion
• Consumer Satisfaction
• Marketing Control

SCOPE OF MARKETING
 Marketing Selling

Focuses on Customer Needs Focuses On Sellers Needs

Begins before Production Begins after Production
Continues After Sales Comes To an End after sale of Product
Philosophy of Business Routine Process
Profits through customer satisfaction Profits through Sales Volume
Long Term Perspective Short Term Perspective
It works on Caveat Emptor Principle It works on Caveat Venditor Principle
Customer First Product First

DIFFERENCE BETWEEN SALES & MARKETING

• Developing Marketing Strategies and Plan
• Capturing Marketing Insights
• Connecting with Customers
• Building Strong Brands
• Shaping the Market offerings
• Delivering Value
• Communicating Value
• Creating Long Term Growth
MARKETING MANAGEMENT TASKS
Three Phases of Marketing Strategy

Phase 3 Product/Brand
Positioning

Phase 2
Target Market and Marketing Mix Selection

Phase 1
Market Segmentation

3
0
• “The process of dividing a
potential market into distinct
subsets of consumers and
selecting one or more segments
as a target market to be reached
with a distinct marketing mix”.

INTRODUCTION
• The breaking down or building up of
potential buyers into groups called
Market Segments.
• “The process of defining and subdividing
a large homogenous market into
heterogeneous subunits having similar
needs, wants, or demand
characteristics is called Segmentation.
• Its objective is to design a marketing mix
that precisely matches the expectations
of customers in the targeted segment”.

Definition & Explanation

• Segmentation Studies discover the needs and wants of groups of consumers
to develop specialized products to satisfy group needs.
• Segmentation Studies used to identify the most appropriate media for
advertising.
• It Identifies opportunities & niches for new product development.
• It Helps design marketing programs most effectively for reaching homogenous
groups of buyers
• It Improves allocation of marketing resources.
• It helps firms to overcome competition effectively
Benefits of Segmentation
• Measurability
– Size, purchasing power, and profile of segment
• Accessibility
– Can be reached and served
• Substantiality
– Large and profitable enough to serve
• Differentiability
– Respond differently
• Actionability
– Effective programs can be developed

Factors Affecting Market Segmentation

• Considering the largest bank in your college’s city or
town:
– How might consumers’ needs differ?
– What types of products might meet their needs?
– What advertising media makes sense for the different
segments of consumers?

Assignment
10
 Bases for Segmentation

• Geographic • Use-Related
• Demographic • Usage-Situation
• Psychological • Benefit Sought
• Psychographic • Hybrid
• Socio cultural
Dr. Amitabh Mishra 12
 Geographic Demographic Psychological Psychographic
• Nation • Age • Personality • Lifestyle
• Region • Gender • Motivation
• State • Marital Status • Perception
• City • Income • Learning
• Education • Attitude
• Occupation.
• Generation

Dr. Amitabh Mishra 38

 Socio- Usage
Behavioral Use related
cultural situation
• Occasion •Culture • User Status •Time
• Benefits •Religion • Usage rate •Objective
• Readiness •Subculture • Awareness •Location
stage •Social class status •Person
•Family life • Loyalty status
cycle

Dr. Amitabh Mishra 39

Geographic
Segmentation

Punjab

40
Geographic Segmentation
• “The division of a total potential market into smaller subgroups on the basis of geographic
variables is called Geographic Segmentation”. Ex-
• Nation,
• Region,
• State, or
• City

• Where customers live determines some aspect of consumption behavior.

18
• “The theory behind Geographic Segmentation strategy is that people who
live in the same area share similar needs & wants and that these needs and
wants differ from those of people living in other areas”

• Ex-
– Climate determine types of Clothing.
– Preference for tea, Skin cleaner, detergent differs across the different states of
India.
– Housing societies are segmented as- LIG, MIG, HIG.

42
43
 Demographic Segmentation
• In demographic segmentation market is divided in to groups on
the basis of variables such as-
– Age.
– Gender.
– Marital Status.
– Income.
– Education.
– Occupation.
– Generation.

44
• Demographic variables are the most popular bases for
distinguishing customer group. The reasons are-

• Consumer’s want, preferences and usage rate are often associated with
demographic variables.

• It is easiest and most logical way to classify people.

• It is most cost effective.

45
 AGE

• Products need often vary with consumer’s age.

• Consumer’swants and ability to pay changes
with age.

46
Toothpaste companies produce special
toothpaste for kids

47
Entertainment doge of people change With Age.

Mishra 26
GENDER
• Many products and services inherently designed for either Male or
Female.

• Gender segmentation has long been applied in-

– Clothing
– Hairstyling
– Cosmetics
– magazines

49
Specially designed scooty for
girls. Special Magazine for
women
50
Reebok Tone up

Reebok produces “Tone

up” brand of shoos for
women that help them
tone their body

31
 INCOME, EDUCATION & OCCUPATION
• Income is an indicator of the ability to pay for a product or a specific version
of a given product.

• Income segmentation is in practice for products

categories as-
– Automobiles
– Clothing
– Travel

52
• A person's occupation affects the goods and services bought. For
example-

– Blue-collar workers tend to buy more rugged work clothes, whereas white-
collar workers buy more business suits.

– Computer software companies will design different products for brand

managers, accountants, engineers, lawyers, and doctors.

53
 NANO

KIZASHI

SX-4

Automobile companies produce different brand for different income

groups 54
Airlines offer different services for different class of travelers

35
56
• Psychological characteristics refer to the inner and intrinsic
qualities of individual consumers. Consumers can be
segmented in terms of-
– Personality

– Motivation

– Perception

– Learning

– Attitude

Dr. Amitabh Mishra 57

 Attitude
Attitude is defined as
a learned tendency to
respond towards
something. People’s
response towards a
product may range
from – Enthusiastic,
Positive, Indifferent,
Negative, Hostile .

58
Dr. Amitabh Mishra 59
 Psychographic
(Lifestyle)
Segmentation

Dr. Amitabh Mishra 60

Psychographic (lifestyle) Segmentation

• Also known as Lifestyle Analysis.

• Psychographic (lifestyle) variables include
(AIOs)-
– Activities,
– Interests, and
– Opinions.

Dr. Amitabh Mishra 61

•As an approach to construct the psychographic profile, AIO

research seeks consumer’s responses to a large number of

statements that measure activities, interest and opinion.

Dr. Amitabh Mishra 62

 AIO Inventories
AIO studies envisage a wide variety of variables and measures
the major dimensions shown

Activities Interests Opinions Demographics

(statements related to) (statements related to) (statements related to) (statements related to)

Work Family Themselves Age

Hobbies Home Social Education
Social events Job Politics Income
Vacation Community Business Occupation
Entertainment Recreation Economics Family size
Club member Fashion Education Geography
Community Food Products City size
Shopping Media Future Lifecycle
Sports Achievements Culture Dwelling

Dr. Amitabh Mishra 63

 Socio-Cultural
Segmentation

Dr. Amitabh Mishra 64

 Socio-Cultural Segmentation
• Sociological (group) and Anthropological (cultural) variables i.e
Socio-Cultural variables provide further base for market
segmentation.
1. Culture
2. Subculture
3. Religion
4. Social class
5. Stages in Family life cycle

Dr. Amitabh Mishra 65

Culture
• Culture is the sum total of learned beliefs, values, and customs that serve to direct the
consumer behavior of members of a particular society.
• Culture is the accumulation of shared meanings, rituals, norms, and traditions among
the members of an organization or society and determines:
– Overall priorities consumer attaches to different activities and products

– Success or failure of specific products and services

Dr. Amitabh Mishra 66

 TRADITIONAL CHINESE DRESS
TRADITIONAL AFRICAN DRESS

TRADITIONAL CHINESE FOOD

TRADITIONAL CHINESE FOOD

Dr. Amitabh Mishra 67

Subculture
• “ A distinct cultural group that exists as an identifiable segment within a larger,
more complex society/culture”

• “Subculture is any cultural patterning that preserves important features of the

dominant culture/society but provides for values, norms, and behaviors of its
own”.

Dr. Amitabh Mishra 68

Use-Related
Segmentation

Dr. Amitabh Mishra 68

• Such segmentation categorize product,

service or brand usage

characteristic, such as-
1. Rate of Usage

2. User status

3. Awareness Status

4. Brand Loyalty Etc.

69
Rate of Usage
• Customers can be segmented on the basis of usage rate of a product
category.
a) Heavy users

b) Medium users

c) Light users &

d) Non-users
• The profiling of heavy users allows this group to receive most marketing attention (particularly promotion
efforts) on the assumption that brand loyalty among these people will pay heavy dividends.

70
Mobile companies decide their tariffs on the basis of Rate of
Usage

Dr. Amitab h Mishra 71

User status
• Every product has its-
a) Nonusers,

b) Ex-users,

c) Potential users,

d) First-time users and

e) Regular users.

Dr. Amitabh Mishra 73

 A company cannot always rely on the regular users, it has to
attract the other types as well. The key too attracting
potential users, or possibly, even non-users, is understanding
the reasons due to which they are not using your product.

Dr. Amitabh Mishra 74

Brand Loyalty
• Consumers can be divided in to 4 groups according

to brand loyalty status-

a) Hard core loyal (Who buy one brand all the time)

b) Split loyal (Who are loyal to two or three brands)

c) Shifting loyal (Shift from one brand to another brand)

d) Switchers (Show no loyalty toward any brand)

75
• Marketersoften try to identify characteristics of brand loyal their
customers so that they can direct their
promotional efforts to people with similar characteristics in larger population.

Dr. Amitabh Mishra 76

J &J enjoys huge no. of hardcore loyal
consumers.
77
Usage-Situation
Segmentation

78
• Occasions or Situations often determines what
consumers will purchase or consume.

• The consumers are Segmented on the basis of

special occasions or situations. like-
– Time of consumption.
– Objective of consumption.
– Location of consumption.

Dr. Amitabh Mishra 78

Celebrations are advertised for festival gifts

80
 This ad is targeting students, Who enter in to college from the schools .

Dr. Amitabh Mishra 81

Mobile operators, Restaurants, Bars Offer
happy hours scheme for some time.

82
 Benefit
Segmentation

Dr. Amitabh Mishra 83

 Benefit Segmentation
• “Segmenting on the basis of the most important and meaningful
benefit of the product or services that will be most meaningful to the
consumers”.

• Benefit segmentation can be used to position various products with in

the same product category.

84
• people buy something because it causes a benefit to
them.

QUES:- What benefit HAPPYDENT is offering

ANS:- Whiter teeth,

85
 Sweetness without drawbacks of sugar
less sugar, lose weight zero sugar, high energy

QUES:- What benefit following brands are offering

Healthy fruit juice

86
Band-aid
offers “flex” as
a
benefit to
consumers.

87
A target market is the market or market segments which form the focus of the
firm’s marketing efforts. Once segments have been identified decisions about how
many and which customer groups to target must be made. The options include the
following.

1.Mass Marketing Strategy

2.Single Segment Strategy

3.Multi Segment Strategy

• Offering on product / service concept to most of the market, across many
market segments. Although scale economies can be achieved, there is a risk
that few customers will be adequately satisfied.

• The underlying assumption of this approach referred to as undifferentiated

marketing, is that all customers in the market have similar needs and wants
and can therefore be satisfied with a single marketing mix – that is, a
standard product or service, similar price levels, one method of distribution
and a promotional mix which is directed at everyone.
•Concentrates on a single segment with a product/ service concept.

•This is relatively cheap in resources, but there is a risk of putting all the eggs in one
basket – if the segment fails the company’s financial strength will rapidly decline.

•Rolex, for example, targets relatively high income consumers with its prestigious
wrist – watches.

•When world economies are buoyant, sales will be good but in times of economic
recession even the better off can change their spending patterns.
 Undifferentiated or mass marketing:
one product appeals to all segments
with a single marketing mix

Single segment strategy: Multi-segment strategy: products for

concentrating with one product on one each segment and a different marketing
segment mix in each case
• Targeting a different product or service concept at each of a number of
segments and developing a marketing mix strategy for each of the selected
segments.

• Although this approach can reduce the risk of being over- committed in one
area, it can be extremely resource – demanding.
FACTORS INFLUENCING CHOICE
OF TARGETING STRATEGY
 Segmentation strategies are most critical during the
maturity stage of the product- market because buyer’s
needs are different. At the introductory stage of the life
cycle there are few, if any, product – type competitors;
however, competition can occur among alternative product
types. If product – type substitution exists, the new
market entrant may benefit from targeting one ore more
segments in the existing product- markets.
 When buyer wants are similar throughout the product –
market, there is less opportunity for –expensive
segmentation than in markets with buyers with different
wants. A product – market made up of a relatively small
number of end-users is more suitable for a broad or
relatively undifferentiated targeting strategy, particularly if
the value of purchases of individual buyers is small.
Five factors govern the attractiveness of a segment
(Doyle,1994 , -. 68)

 Segment size
 Segment growth

 Profitability of the segment

 Current and potential competition

 Capabilities of the business

The positioning concept may be functional, symbolic, or experiential.
 The functional concepts is relevant to products designed to solve
consumption related problems for externally generated consumption needs.
Toothpastes aiming to prevent cavities and banks offering convenient
service fall into this category.
 The symbolic concept relates to the buyers internally generated need for self
– enhancement, role position, group membership, or ego satisfaction.
Cosmetics relating to lifestyle, and clothes stressing image or
appropriateness of occasion, are examples of this
 The experiential concept is used to position products that provide sensory
pleasure, variety or cognitive stimulation. Documentary films and books,
are example of this.
 Define the segments in a particular market, as discussed in
Chapter 7
 Decide which segment or segments to target which the firm
thinks it can successfully exploit.
 Understand what the target customers expect and believe to
be the most important factors or criteria when deciding on a
purchase.
 Develop a product / service or brand which caters
specifically for these spectations.
 Evaluate the positioning and images, as perceived by the target market
of competing offerings in the selected market segment or segments.
Positioning is concerned with how the brand will be perceived in the
minds of users with respect to competing brands

 With the knowledge of a product / brand, the needs and expectations of

the target customers, and their perceptions of competing brands
positioning, select and image which sets the products or brand apart
from the competing brands, ensuring that the chosen image matches
the aspirations of the target customers.

 The marketer must communicate with the targeted

customers about the product – the promotional element of the marketing
mix – as well as making the product readily available at the right price,
along with the full marketing mix.
 1. 3.
2.
Define the segments Specify customers’ key
Decide which segments
in a particular market purchasing
to target
consideration

5.
4. Develop brand to 6.
Evaluate positioning
meet by Select image to set brand
images of competing
purchasing apart from competing
products in targeted
considerations products
segments

7.
Communicate image to
target customers with
appropriate marketing mix
POSITIONING
STRATEGY
 Producers of goods and services attach their own label or
brand to their particular market offering. For instance, we
talk of a ‘Mars Bar’ or a “Kit Kat’ differentiating one offering
from another. In this particular case the products are made
by different manufacturers but this does not need to be the
case. A single firm may put two or more brands into the
brands into the market which actually complete with one
another. We will discuss this strategy below.
A products positioning indicates what the product represents
and how customers should evaluate it.

 Positioning is accomplished through the use of the marketing

– mix variables, particularly through product design and
marketing communications. Positioning to achieve product
differentiation applies equally to consumer and to industrial
goods.
Executives Safer to use
Over fifties disposable
User category By benefits
Frequent travelers Image enhancing
Etc. Etc.

Product
Position
On holidays reliability

At parties uniqueness
At work performance
By occasions By features
Etc. Etc.
 Cheaper than the existing product offering
 More economical than the existing product offering
 Both cheaper and more economical, plus offering more features
than the existing product.
 Product features – such as the low calory content of some foods
 Product benefits – e.g. a particular model of car being the most
economical way to get to work by car
 Associating the product with a use or application
– e.g. the wine you have on special occasions
 User category – associating the product with a user or class of
user – e.g. the car for the business executive
In order to make the most out of a single brand, a firm should
try to associate itself with a core segment of the market
where it can play a dominant role. In

1. the brand has to be positioned in the market place so that it

can stand competition from the strongest rival brand.
2. its unique position should be maintained by creating the
appearance that it is in fact a different product.
 Jacquar

CONSERVATIVE INNOVATIVE
Rover Ford Honda
Nissan

Toyota

FAST AND LUXURIOUS

Hyundai

VM ECONOMIC AND
 Multiple brands are introduced to the market for
two major reasons:

1. To achieve growth by offering varied

products in different segments of the market.

2. To meet competitors’ threats to

a single brand.
REPOSITIONING
STRATEGIES
A competitors new product or service has been
changed

 New customer preference clusters have been

identified that suggest promising opportunities

 The original positioning was incorrect.

1. Among existing users – by the promotion of more varied
uses of a product

2. Among new users – this requires the product to be

presented with a different image to the people who have so
far rejected it.

3. For new users – here one has to search for latent uses of
the product.
 Evaluating how successful one had been in positioning a
product is of course an essential task.
 A positioning advantage comes about when an
organization can offer, at a lower cost, a bundle of
benefits perceived as equivalent to those of the
competition.
 This kind of positioning advantage is based upon
occupying a location in product attribute space the
represents for buyers the most preferred
combination of attributes and is one that is not
currently occupied by any competitor.
 This considers the performance of a position. It takes
account of whether a particular value advantage is
worthwhile in terms of revenues and costs.

 In this respect, a successful positioning strategy should be

evaluated on a regular basis to identify shifting buyer
preferences and changes in competitor strategies.