Product positioning, product line, product line decisions the various concepts of positioning strategies under product management.

2. Product Positioning refers to all
the activities undertaken by a
marketer to create and maintain
the concept of value regarding its
brand in the minds of customers
as against competitors brand.

3. Product positioning is the image
that a product produces in the
mind of customers in comparison
to the competitors products and
also in comparison to other
products of the same company.

4.  Clarity : value proposition which they
are going to serve to target customer
customers.
 Consistency: first year quality of
service, second year product
performance.
 Credibility: believability and
trustworthiness

5.  It is easier if the product or service
happens to be the first in the market.
 However, not everything is lost if a
marketer is not the first in the market
the marketer needs to make attempt
to occupy a unique position in the
customer’s mind.

6. A product line is that combination of
product which -:
 Belongs to a single manufacturer
 Shares similar Attributes
 Serves the common general purpose
But targets different market segments

8. 1: Product Line Length
 The primary one of the product line
decisions is the product line length.
 This means nothing else than the
number of items in a product line.

9.  Expanding the product line is the
second one of the product line
decisions.
 A company can expand its product
line in two ways: Line Filling and Line
Stretching. Both of these product line
decisions involve adding items to the
line.

10.  Line filling means adding more items
within the present range of the line.
Reasons for doing so include the goals to
reach extra profits, to satisfy dealers, to
use excess capacity etc.
 Line stretching means lengthening the
product line beyond the current range.

11.  Provides better market access.
 Involves huge investment/disinvestment
 Products have close mutual influence