Marketing91

  • HOME
  • Marketing Concepts
    • Marketing
      • Retail Tutorials
      • Market Research
      • Customer Management
    • Strategy
    • Management
    • Advertising
    • Branding
    • Business
    • Finance
    • Sales
    • Career Guidance
  • Digital Concepts
    • Blogging
    • Search Engine Optimization
    • Social Media Marketing
    • Facebook Marketing
    • Internet Marketing
    • Ecommerce
  • Brands
    • Marketing Mix of Brands
    • SWOT analysis of Brands
    • Brands Strategy Analysis
    • Business Models
    • Brand Competitors
    • TOP 10
  • Courses
Home » Marketing » Positioning

Positioning

January 5, 2021 By Hitesh Bhasin Tagged With: Marketing

Positioning is defined as the act of designing the company’s offering and image to occupy distinctive place in the target market’s mind. A simple example of positioning would be If I say An expensive TV, what comes first to your mind probably will be A Sony or A Samsung TV whereas if i say a cheaper or VFM TV (value for money TV)  you might think of an Onida or a Videocon. Thats positioning. Why is it that you have called out these respective names only? That is because how the brands are positioned in your mind in terms of awareness.

Positioning

The main points that you should remember are:

  • Positioning is the final part of the SEGMENT – TARGET – POSTION or STP process
  • Positioning is undoubtedly one of the simplest and most useful tools to marketers.
  • Positioning is all about ‘perception’. As perception differs from person to person, so do the results of the positioning map e.g. what one perceive’s as quality, value for money in terms of worth, etc, will be different to any other person’s perception. However, there will be similarities in certain cases.
  • After segmenting a market and then targeting a consumer, next step will be to position a product within that market. It refers to a place that the product offering occupies in consumers’ minds on important attributes, relative to competing offerings. How new and current items in the product mix are perceived, in the minds of the consumer, therefore re-emphasizing the importance of perception!! New Product-need to communicate benefits.

The most attractive positioning that can be targeted in general is:

(a) Prospectively profitable: the segment’s characteristics (e.g. price levels, growth rate) and competitive environment (e.g. number of competitors, basis of competition) are conducive to a growing pool of profits.

(b) Homogeneous within the segment, i.e. members are relatively similar with respect to attitudes, buying criteria, media habits, etc.

(c) Heterogeneous across segments, i.e. members in different segments have fundamental differences and act accordingly.

(d) Accessible: members can be reached effectively with communications, and shop in outlets through which products can be efficiently distributed.

(e) Winnable: the company’s distinctive strengths match the segment’s requirements and provide an advantage versus competition, so the company can reasonably expect an acceptable share of the industry profits.

Share this post:

Share on Facebook Share on Twitter Share on LinkedIn Share on Email Share on WhatsApp
Marketing91 Courses

Related posts:

  1. Customer Perception: Meaning, Importance, Factors and Examples
  2. What is Subliminal Perception? Definition and Meaning
  3. How to choose a Market segment? 5 approaches to Choosing a market segment.
  4. Quick Guide to positioning
  5. How to achieve Premium Positioning for a brand or a product?
  6. Positioning Strategy For A Brand
  7. The 7 Steps of Market segmentation – Process of segmentation
  8. Perception: Meaning, and Process of Perception
  9. What is Product Launch – Examples, Types, Advantages
  10. What is Product Development? Definition, Meaning, Phases

What Do You Want To Learn About? (Start Here)

  1. Marketing Hub
  2. Management Hub
  3. Marketing Strategy
  4. Advertising Hub
  5. Branding Hub
  6. Market Research
  7. Small Business Marketing
  8. Sales and Selling
  9. Marketing Careers
  10. Customer Management
  11. Top 10 Lists
  1. Internet Marketing
  2. Blogging
  3. Search Engine optimization
  4. E-commerce
  5. Facebook Marketing
  6. Social Media Marketing
  7. Business Model of Brands
  8. Marketing Mix of Brands
  9. Brand Competitors
  10. Strategy of Brands
  11. SWOT of Brands
GET DAILY MARKETING UPDATES

About Hitesh Bhasin

I love writing about the latest in marketing & advertising. I am a serial entrepreneur & I created Marketing91 because I wanted my readers to stay ahead in this hectic business world.

Comments

  1. jincy says

    It is a good site for marketng bt a few diagrams would make it more helpful

    Reply
  2. Kerten says

    Hello
    I am trying to get some information on Lenovo positioning strategies. Any help will be appreciated

    Reply

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Advertisement
Recent Posts
  • Comfort Letter – Definition, Types, Template and Examples
  • Delta Model – Definition, Importance and Case Study
  • Channel Strategy – Definition, Creation and Types
  • Hedonic Pricing – Advantages and Disadvantages
  • Commercial Bank – Importance, Functions and Examples
Advertisement

Marketing91

MORE INFO

  • About Marketing91
  • Privacy Policy
  • Cookie Policy
  • Disclaimer
  • Terms of Use
  • Advertise
  • Contact us
  • Sitemap
  • ISO 9001:2015 Certified

LEARNING SERIES

  • What is Communications
  • Types of Communication

WE WRITE ON

  • Marketing
  • Small Business
  • Management
  • Internet Marketing
[email protected]

Copyright © 2022 Marketing91 All Rights Reserved