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Every company is looking for ways to have a
competitive advantage over their competitors.
The set of unique features of a company
and its products that are perceived by the
target market as significant and superior
to the competition.
Unique features can show
quality and status; such as
crafted by top artisans or
using expensive materials.
Or unique features can show a
commitment to certain principles; such
as locally grown/made foods and goods.
Developing a specific marketing mix to
influence potential customers’ overall
perception of a brand, product line or
organization in general
Marketers use positioning to find a place
for the product in the marketplace and to
distinguish the product from competitors.
However, the actual position
is how the customers see
the product. The positioning
and the actual position of
the product are the same if
marketing has been
Walmart has positioned itself
as the place buy products at
the lowest price. Even though
this is not always the case,
customers have made the
positioning and actual position
Internet Explorer has tried to
position itself as the best web
browser for internet users,
however consumers have
made its actual position one
of the worst.
It is important to use positioning to
your advantage. You want to position
your product so that customers will
continue to purchase from you rather
than the competition.
Positioning a product to highlight a
product feature or attribute.
Hotels may use the attribute
positioning strategy by listing
the amenities that are
included with their rooms;
such as being spacious and
having an excellent view.
Stresses high price as a sign of
quality, or emphasizes low price as
an indication of value.
Car companies like Jaguar and
Porsche use the price and
quality positioning strategy,
giving their customers a sense
Stressing unique uses or applications
can be an effective means of
positioning a product.
Verizon uses the application
positioning strategy by
advertising that it has more
coverage that other cellular
Encourages use of a product
or service by associating a
personality or type of user
with the product.
Apple uses the user
positioning strategy by
giving their customers a
sense of being intelligent,
creative and free thinking.
The objective is to associate the
product with a particular
category of products.
Subway uses the classification
positioning strategy by trying to
classify itself as a healthier
alternative to fast food.
Demonstrate how they are positioned
against the competitors that hold a
strong market position.
Samsung positions its phones
against the iPhone to try to show
superior features and benefits.