Positioning Strategies

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Positioning Strategies

The Central point of positioning is that the consumer must have a clear picture of what the brand conveys , and that a brand cannot be trying to please everyone in the market. A brand’s position is the association that  the consumer has of it in her mind.

Approaches to positioning strategy

• Using product characteristics or customer benefits
• Price quality approach
• Use or application approach
• Product user approach
• Product class approach
• Cultural symbol approach
• Competitor approach

Determining the positioning strategy

Steps in the process of positioning strategy process

• Identify the competitors
• Determine how the competitors are perceived and evaluated
• Determine the competitor’s positions
• Analyze the customers
• Select the position
• Monitor the position