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Positioning errors


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Positioning errors

  1. 1. Positioning Errors <br />Positioning Error<br />
  2. 2. There are various positioning errors, such as-<br /><ul><li>Under positioning
  3. 3. Over positioning
  4. 4. Confused positioning
  5. 5. Double Positioning
  6. 6. Irrelevant Positioning</li></li></ul><li>Under positioning<br /><ul><li>Failing to present a strong central benefit or reason to buy the product.
  7. 7. occurs when customers cannot readily identify the brand or the brand´s features. The product must stand out in the mind of the consumer</li></ul>Example: solar lamp<br />
  8. 8. Over positioning<br /><ul><li>marketers makes the product too special, so the potential customer group becomes too small.
  9. 9. It means that buyers believe that the product is meant for a very select audience because it is premium priced. </li></ul>Example: Aqua Sure<br />
  10. 10. Confused positioning<br /><ul><li>By claiming two are more benefits that contradict each other.
  11. 11. Too many benefits or claims, or when the brand attempts to position in too many segments.</li></ul>Example:NeXT computers <br />
  12. 12. Doubtful Positioning<br />Claiming a benefit that customers will doubt that the brand can actually deliver.<br />Example: Fair and Handsome<br />
  13. 13. Irrelevant Positioning<br /><ul><li>By claiming a benefit which few prospects care about the brand will have an irrelevant brand position. </li></ul>Example: Motorola’s Razr V3<br />