“ Positioning starts with a product. A piece of merchandise, a service, a company, an institution, 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 the prospect..” (Al Ries & Jack Trout)
The process of creating an image for a product in the mind of target customers
Positioning 8 –
Position 8 – The place a product, brand, or group of products occupies in consumers’ minds relative to competing offerings.
Product Differentiation 8 – A positioning strategy that some firms use to distinguish their products from those of competitors.
Perceptual mapping to establish (product) position 8 – Perceptual mapping is a means of displaying or graphing, in two or more dimensions, the location of products, brands, or groups of products in customers’ minds.
Market research (consumer surveys; focus groups etc.) Qualitative as well as quantitative.
With tools such as –
Multi dimensional scaling techniques
Perceptual Mapping – Levi’s 8 – Red Tab Basics High Price Low Price Classic Designer Old product New product Vintage Red Line Silver Tab Slates Dockers Premium Dockers Classics 501 Red Tab Dry Goods L2 Red Tab Elesco