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9-10 - Positioning Decision

Positioning is the process of establishing a product's distinct place in the minds of consumers relative to competitors. It involves creating a positioning statement that summarizes the brand's target segment, concept, and point of difference. Effective positioning influences customer buying decisions and requires a clear understanding of market attributes and consumer perceptions.

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Carlo Niño Gedoria
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2 views

9-10 - Positioning Decision

Positioning is the process of establishing a product's distinct place in the minds of consumers relative to competitors. It involves creating a positioning statement that summarizes the brand's target segment, concept, and point of difference. Effective positioning influences customer buying decisions and requires a clear understanding of market attributes and consumer perceptions.

Uploaded by

Carlo Niño Gedoria
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Week 10-11 Chapter 9 Positioning

Decision
Positioning refers to arranging for a market
offering to occupy a clear, distinctive, and
desirable place relative to competing products
in the minds of target consumers.

Product position The way the product is


defined by consumers on important attributes—
the place the product occupies in consumers’
minds relative to competing products
Perceptual mapping is a tool for determining the position of a brand
in the market place. It is a visual representation of consumer
perceptions of the brand and its competitors using attributes
(dimensions) that are important to consumers.
Positioning statement A statement that
summarizes company or brand positioning—it takes
this form: To (target segment and need) our (brand) is
(concept) that (point of difference).

• Positioning first states the product’s membership in


a category (ex. wireless connectivity solution) and
then shows its point of difference from other
members of the category (ex. easier, more reliable
connections to data, people, and resources).
• Positioning is an essential part of launching your
product and company in the market.
• Positioning creates an image of your company’s
product in the mind of your target customer.
Product Positioning Process
• Define the market
• Identify product attributes that define product'space'
• Collect information about customer perception
• Determine each product's share of mind
• Determine each product's current location in the
product space
• Determine the target market's preferred
combination of attributes
• Examine the fit and position
Positioning fundamentals
• Positioning is the single greatest influence on a
customer’s buying decision
• Each customer evaluates products in the market
according to their mental map of the market
• Positioning exists in customers’ minds, not in
positioning statements
• People do not easily or willingly change their
minds about a product’s positioning
• Positioning must first demonstrate a product’s
relevance, using supportable, credible, and factual
terms
• Making the product easier to buy through effective
positioning makes the product easier to sell.
Positioning statement

• The positioning template enables you to create a


positioning statement, which explains who you are,
what you offer, whom it is for, and why it is important
and compelling.
• The positioning statement should meet several key
criteria:
• It effectively identifies the target customer or segment,
and makes the situation clear and understandable.
• It makes your claim (and related benefit) concise,
singular and compelling and supports it by credible
evidence.
• It makes the differentiation statement concise,
singular, compelling, and supportable, and it reflects
the target customer’s attributes and environment.
• It passes the “elevator test” (that is, it can be
explained in a few words).

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