This document discusses positive and negative product positioning strategies. It defines product positioning as the image a product creates in customers' minds compared to competitors' products. Criteria for successful positioning include clarity, consistency, credibility, and competitiveness. McDonald's is used as an example of positive positioning, targeting families and different demographics through strategies like Happy Meals and McCafe. The document lists five best positioning strategies and provides an example of a bad strategy where Volvo incorrectly positioned a car as a sports car without changing the product.

1. Positive and negative positioning
strategies

2. Outline:
 What is positioning?
 Criteria for Successful Positioning
 Positive Positioning strategy
 5 best positioning strategies
 Negative Positioning strategy

3. What is the Product Positioning?
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. Criteria for Successful Positioning
 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
 Competitiveness: unique selling
proposition

5. McDonald’s Positioning
McDonald’s has made itself to be the family
friendly low cost restaurant in the fast food
business.
Target audience:
Kids 3-7 yrs old: Happy Meals (healthier option) with free toys and
access to kids playground;
Families: Weekend outings or meals;
Teens and students;
Sports Fans;
Coffee goers – McCafe;
Working adults;
Travelling and visiting tourists 24hr access in certain restaurants.

6. McDonald’s Positioning
Current Positioning McDonald’s positioning strategies currently focus on
 ‘ Kids’ via “Roland McDonald”, “Happy Meal” brand strategy.
 ‘ Family’ via “I’m Loving It” brand strategy.
 ‘ Teenager’ via the introduction of the McCafe.
 Health and Wellness campaign. McD’s provide nutritional facts of its
products and introduces healthy food.
Other positioning motions (aiming at peoples
perception about McD’s) include:
 Sponsoring national and international sports events (Olympics, World
Cup, Champions League etc)
 Actively participating in local/communal events
 Established the Hellenic World foundation for Children

7. 5 best positioning strategies
 Find a niche;
 Never Compete on Price;
 Become a Community Star;
 Have the best web site in your market
and make it really easy to use;
 Steal unhappy customers from your local
“Giants” by providing what they can not.

8. Bad positioning strategy
 In the early 70sVolvo introduced the 262C;
 Said that it was a sports car;
 the selling price was dramatically increased;
 was described as a SPORTS CAR, but
designed withVolvo’s legendary emphasis on
safety;
 They didn’t change the product, it was the
same car