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