What is product positioning
Q. What is product positioning ? What are the strategies to position products?
Ans. Product Positioning :– Product Positioning is the act of designing company's offering image so that they occupy of meaningful and distinct competitive position in minds of target customers. Once market has been segmented, and attractive segments have been targeted, the next task is to work with in a targeted segment to position the product in mind of customers and develop a marketing mix that will satisfy the consumer. Product positioning is achieved through a variety of marketing strategies
and programs in product design, pricing, distribution of promotion. Strategies for Product Positioning Marketers rely on many strategies to position the products or services the
following are some of these strategies the combination of these strategies are also possible.
1. Position on Product Features :– Product may be positioned on basis of its features on advertisement may attempt to position the product by reference to its specific features. Yet this may be a successful way to indicate product's superiority consumers are usually more interested in what such features means to them.
2. Position on Benefits :– This approach and strategy is closely related to previous one. Here product is positioned on its benefits like colgate (strong teeth and safety) Pepsodent (Gum Protection), Close-up (Fresh Breath).
3. Position on Usage :– This strategy is related to benefit positioning many products are sold on basis of their consumer usage situation. A company sometime sought to broaden brand association with a particular usage and situation.
4. Position on User :– This strategy associate a product with its user or a class of user. Sometimes cosmetics companies seek successful highly visible model as their spokesperson as association to their brand.
5. Position against Competition :– So many times, success for a company's strategies involves looking for weak points in the positions of its competitions and then launching marketing attacks against those weak points. In this approach the marketer may either directly or indirectly comparison with competing products.
. Product Life Cycle (PLC) :– PLC is based on the premise that a new product enters a ‘life cycle' once it is launched in the market. The product has a ‘birth and a death' – its introduction and decline. The intervening period is characterized by growth and maturity. There are four stages in this life cycle that is introduction, growth, maturity, decline etc.
PLC is influenced by following factors :–
1. The essential and intrinsic nature of the product itself.
2. Change in marketing environment.
3. Changes in consumer prefrences
4. Competitive actions.
If according to PLC we want to plan our marketing strategiesther in strategic terms, the task of marketing management is :-
1. Anticipate the latest consumer needs and prefrences.
2. Forest and estimate the stage wise shape of total cuque of product life cycle.
Ans. Product Positioning :– Product Positioning is the act of designing company's offering image so that they occupy of meaningful and distinct competitive position in minds of target customers. Once market has been segmented, and attractive segments have been targeted, the next task is to work with in a targeted segment to position the product in mind of customers and develop a marketing mix that will satisfy the consumer. Product positioning is achieved through a variety of marketing strategies
and programs in product design, pricing, distribution of promotion. Strategies for Product Positioning Marketers rely on many strategies to position the products or services the
following are some of these strategies the combination of these strategies are also possible.
1. Position on Product Features :– Product may be positioned on basis of its features on advertisement may attempt to position the product by reference to its specific features. Yet this may be a successful way to indicate product's superiority consumers are usually more interested in what such features means to them.
2. Position on Benefits :– This approach and strategy is closely related to previous one. Here product is positioned on its benefits like colgate (strong teeth and safety) Pepsodent (Gum Protection), Close-up (Fresh Breath).
3. Position on Usage :– This strategy is related to benefit positioning many products are sold on basis of their consumer usage situation. A company sometime sought to broaden brand association with a particular usage and situation.
4. Position on User :– This strategy associate a product with its user or a class of user. Sometimes cosmetics companies seek successful highly visible model as their spokesperson as association to their brand.
5. Position against Competition :– So many times, success for a company's strategies involves looking for weak points in the positions of its competitions and then launching marketing attacks against those weak points. In this approach the marketer may either directly or indirectly comparison with competing products.
. Product Life Cycle (PLC) :– PLC is based on the premise that a new product enters a ‘life cycle' once it is launched in the market. The product has a ‘birth and a death' – its introduction and decline. The intervening period is characterized by growth and maturity. There are four stages in this life cycle that is introduction, growth, maturity, decline etc.
PLC is influenced by following factors :–
1. The essential and intrinsic nature of the product itself.
2. Change in marketing environment.
3. Changes in consumer prefrences
4. Competitive actions.
If according to PLC we want to plan our marketing strategiesther in strategic terms, the task of marketing management is :-
1. Anticipate the latest consumer needs and prefrences.
2. Forest and estimate the stage wise shape of total cuque of product life cycle.
