A firm discovers market needs and groups, targets those it can satisfy best, and positions its offering so the target market recognizes its distinct image. To position effectively, a firm should identify competitive advantages through product, service, image or personnel differentiation. It must select objectives, plan media properly with timing, and decide positioning considering the marketing environment.

1. Market positioningA firm discovers different needs and groups in market place, targets those needs and groups that it can satisfy in a better way, and then positions its offering so that the target market recognizes the firm’s distinctive offering and image.

2. Positioning strategiesA firm should identify possible competitive advantage in the form of: - a) product differentiation b) service differentiation c) image differentiation d) personnel differentiation2. It should select right competitive objectives3. There should be proper media planning4. Timing is very important for positioning5. Keeping in view the whole marketing environment, it should be decided by the firm where and how to position the product