• Is the act of designing the company’s offering and
image to occupy a distinctive place in the target
• According to Al Ries and Jack Trout,
– POSITIONING STARTS WITH A PRODUCT. A
PIECE OF MERCHANDISE, A SERVICE, A
COMPANY, AN INSTITTUTION, OR EVEN A
PERSON…BUT POSITIONING IS NOT WHAT YOU
DO TO A PRODUCT. POSITIONING IS WHAT YOU
DO TO THE MIND OF THE PROSPECT. THAT IS,
YOU POSITION THE PRODUCT IN THE MIND OF
Consumers are overloaded with information about
products and services. They cannot reevaluate
products every time they make a buying decision.
To simplify the buying process, consumers
organize products into categories – they “position”
products, services, and companies in their minds.
A product’s position is the complex set of
perceptions, impressions, and feelings that
consumers hold for the product compared with
• Attribute Positioning. A company positions itself on an
attribute, such as size or number of years in existence.
Example: “25 Years of Real Education”
• Benefit Positioning. The product is positioned as the leader
in a certain benefit.
Example: “Safe kahit walang laman ang tiyan”
• Use of Application Positioning. Positioning the product as
best for some use or application.
Example: “Isang patak linis sangkatutak”
• User Positioning. Positioning the product as best for some
Example: “The official socks of the PBA”
• Competitor Positioning. The product claims to be better in
some way than a named competitor.
Example: “Naiinom ba bote mo?”
• Product Category Positioning. The product is positioned as
the leader in a certain product category.
Example: “Hari ng padala”
• Quality or Price Positioning. The product is positioned as
offering the best value.
Example: “World’s longest life battery”
4 Major Positioning Errors
1. Under positioning – Buyers have only a vague
idea of the brand.
2. Over positioning – Buyers have too narrow
image of the brand.
4 Major Positioning Errors
3. Confused positioning – Buyers have a confused
image of the brand resulting from the company’s
making too many claims or changing the brand’s
positioning too frequently.
4. Doubtful positioning – Buyers find it hard to
believe the brand claims in view of the product’s
features, price or manufacturer.
Good Positioning MUST be…
True / Factual
Easy to remember / keep in mind
Easy to read / pronounce
Claims are proven
Short and simple
- Joel D. Cruz -
The easy way to get into a
person’s mind is to be first.
If you did not get into the mind
of your prospect first, then you
have a positioning problem.
Build a positioning in prospect’s
***Marketing Management (Millennium Edition)
By Philip Kotler
***Positioning by Al Ries and Jack Trout
I thank you for listening …
Work shopWork shop
The class will be divided into two groups.The class will be divided into two groups.
The reporter will give one product/service toThe reporter will give one product/service to
the group. You will be given 5 minutes tothe group. You will be given 5 minutes to
formulate a positioning line. Apply anyformulate a positioning line. Apply any
positioning strategies you want.positioning strategies you want.
Good luck!Good luck!
Think of it…Think of it…
Your 5 minutes starts now…Your 5 minutes starts now…