Explain the concept of product positioning, Marketing Research

Q. Explain the concept of product positioning?

Ans : As rightly said by Al Ries with Jack Trout (who introduced the concept of Positioning in the early 1970's in their series of articles called The Positioning Era for Advertising Age) Positioning isn't what you do to a product and Positioning is what you do to the minds of the prospect". It is described as the consumer perception of a product or service as compared to its competitors. In marketing Positioning has come to signify the process by which marketers try to create an image or identity in the minds of their target market for its product and brand or organisation. It is the comparative competitive comparison their product occupies in a given market as perceived by the target market.

It has as well explains the terms Re-Positioning and De-Positioning which states that Re- Positioning involves changing the identity of the product and relative to the identity of the competitors products in the collective minds of the target market where De-Positioning engages attempting to change the identity of competing products relative to the identity of your product in the collective minds of the target market.

As someone said -Positioning theory is a new discipline-based school of thought about the strategic marketing process. It is the revise of the principles, strategies, governing laws and models of how the consumer's mind systematically sorts or ranks and files concepts in the minds directly related to the competitors.

Product Positioning is how the company desires' its potential buyers to see the product for which the company requires to decide its niche market - taking into consideration its pricing promotion, packaging, distribution, location and competitors strategy as well as the desires, needs, wants of the customers. For instance BMW, Mercedes, Rolex is positioned as a luxury brand.

Posted Date: 7/30/2013 2:43:52 AM | Location : United States







Related Discussions:- Explain the concept of product positioning, Assignment Help, Ask Question on Explain the concept of product positioning, Get Answer, Expert's Help, Explain the concept of product positioning Discussions

Write discussion on Explain the concept of product positioning
Your posts are moderated
Related Questions
State the coding process in details Coding involves assigning numbers or other symbols to answers so responses can be grouped into a limited number of categories or classes. Part

Actual Total Loss (ATL): An actual total loss may occur in three ways. Firstly when the, insured cargo is physically destroyed when fire in the hold of the ship destroys complet

NEED FOR CARGO INSURANCE : Why should the goods be insured? There are two reasons for securing the insurance cover. The first reason concerns the legal dimension of limited liabil

STAGES OF SHIPMENT : For effecting shipment from ports in India, the exporter, generally through his clearing and forwarding agent, has to comply with procedural formalities of th

Ii is experienced that sometimes a vaguely formulated problems introduces many difficulties in proper decision making as well as to conduct true and relevant research. A proper def

INTRODUCTION : Export business has become very complex and highly risky. Insolvency rate is on the increase. Balance of payment difficulties have severely affected the capacity of

regression line drawn asY=C+1075x, where x was 2, and y was239, given that y intercept was 11

Is it possible to share some insight on various market segments in Indian mobile phone industry and their respective sizes

MAJOR PRODUCTS EXPORTED : Look at Table which shows the major products exported from India and the changing pattern thereof over the last 40 years. It is clear from the above ta

‘Tots & Teens Fashion' is a small business based in Birmingham, UK. It is owned by Amara and her husband Tariq who started the business 2 years ago. The business supplies a r