SEGEMENTING AND TARGET MARKET

36. Positioning Bases
1.Attribute: Association of a product with a product feature,
an attribute, or customer benefit.
2.Price and quality: High price as a symbol of quality, or low
price as an indicator of value may be used to position a
product.
3.Use or application: Stressing use or applications.
4.Product user: Positioning base focuses on a personality or
type of user.
5.Product class: Product is positioned as associated with a
particular category of products.
6.Competitor: Positioning against competitors is a part of
every positioning strategy.
One or more positioning bases are often used.

37. Positioning and Product
Differentiation
37

38. Toothpaste Product Positions