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Positioning

Positioning involves creating an identity for a product, brand, or organization in the minds of the target market through marketing strategies. It can involve re-positioning a company's existing product to change how it is perceived relative to competitors. Depositioning aims to change how competitors are perceived relative to a company's own product. There are three main types of positioning: functional positions focus on solving problems and providing benefits, symbolic positions relate to self-image and social factors, and experiential positions provide sensory experiences.

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Pankaj Yadavan
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44 views2 pages

Positioning

Positioning involves creating an identity for a product, brand, or organization in the minds of the target market through marketing strategies. It can involve re-positioning a company's existing product to change how it is perceived relative to competitors. Depositioning aims to change how competitors are perceived relative to a company's own product. There are three main types of positioning: functional positions focus on solving problems and providing benefits, symbolic positions relate to self-image and social factors, and experiential positions provide sensory experiences.

Uploaded by

Pankaj Yadavan
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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positioning

marketing, positioning has come to mean the


process by which marketers try to create an image
or identity in the minds of their target market for
its product, brand, or organization.
Re-positioning involves changing the identity of a
product, relative to the identity of competing
products, in the collective minds of the target
market.
depositioning involves attempting to change the
identity of competing products, relative to the
identity of your own product, in the collective
minds of the target market.
. Although there are different definitions of
Positioning, probably the most common is:
identifying a market niche for a brand, product or
service utilizing traditional marketing placement
strategies (i.e. price, promotion, distribution,
packaging, and competition).
More generally, there are three types of
positioning concepts:
1.Functional positions
 Solve problems
 Provide benefits to customers
 Get favourable perception by investors
and lenders
2.Symbolic positions
 Self-image enhancement
 Ego identification
 Belongingness and social meaningfulness
 Affective fulfillment
3.Experiential positions
 Provide sensory stimulation
Trout in their bestseller book

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