Positioning is a marketing concept that focuses on how consumers perceive a product or service rather than how a marketer presents it. It was introduced in a seminal book that shifted focus to consumer perceptions. Positioning provides opportunities for creative thinkers by allowing them to use the same core idea or technology to meet different consumer needs and perceptions.

1. Creative Secrets: ‘Positioning’ And how to use the concept for our business?

2. Positioning is a concept which has a great influence on the advertising and marketing world.

3. It was first introduced by:Al Ries and Jack Trout in their book Positioning: The Battle For Your Mind’

4. Their book shifted the marketers’ focus on consumers and their perceptions.

5. Positioning is not:How a marketer presents his products.

6. It is about:How the consumers perceive his offering.

7. For example –To a marketer:His food item might be ‘created by the best ingredients’To a housewife it could be:‘heavy to digest’ and not fit for kids.

8. It’s positioning which makes a watery syrup ‘original’and the other one ‘choice of a new generation!’

9. Positioning opens opportunities for creative thinkers.We can use the same idea and technology differently for different consumer needs and perception.

10. A presentation by:Creacos: The Creative Commandoes For many more such presentations and creativity training visit:www.creacos.com Or contact: punito@thecreativitymission.com 09820003092