Market positioning is a critically important part of marketing strategy since it determines to a large extent what customers perceive is being offered to them. Show
The role of market positioning in marketing strategy Businesses use marketing to create value for customers by making two key decisions: Decision 1: Choose which customers to serve This involves:
Decision 2: Choose how to serve those customers This also involves two important parts of marketing strategy:
Having chosen which segments to target – a business needs to decide how to compete in those segments. Marketing people call this choice the value proposition. What position will be taken? It is important to remember that the market position (or value proposition) is defined by customers – the place a product occupies in customer minds relative to competing products. A useful framework for analysing market positioning is a “positioning map”. A market (or positioning) map illustrates the range of “positions” that a product can take in a market based on two dimensions that are important to customers. Some possible dimensions for the axes of a positioning map include:
An example of a positioning map for chocolate bars (using dimensions of price and quality) might look like the one below (note: you'll probably disagree with our subjective judgement applied as to where to place certain bars!)
Whilst positioning maps are useful conceptual models, care has to be taken when using them in marketing decision-making: Advantages of positioning maps
Disadvantages of positioning maps
Market Positioning and Competitive Advantage Remember that customers choose products based on their perception of a product’s value proposition – how they perceive the merits of the product relative to the alternatives (competing products). Therefore, providing a superior value proposition than the competition is a likely source of competitive advantage – but only if it can be sustained. There are various possible value differences that have the potential to deliver competitive advantage: Offer more for less: E.g. Aldi: good quality at low prices Offer more for more: E.g. high-priced luxury products with prestige value Offer more for the same: E.g. introduce new features & better performance for the same price Offer less for much less: E.g. no-frills low cost flying and hotels; good quality, back to basics & low price Suggest a new Definition Proposed definitions will be considered for inclusion in the Economictimes.com Marketing
Definition: Positioning defines where your product (item or service) stands in relation to others offering similar products and services in the marketplace as well as the mind of the consumer. Description: A good positioning makes a product unique and makes the users consider using it as a distinct benefit to them. A good position gives the product a USP (Unique selling proposition). In a market place cluttered with lots of products and brands offering similar benefits, a good positioning makes a brand or product stand out from the rest, confers it the ability to charge a higher price and stave off competition from the others. A good position in the market also allows a product and its company to ride out bad times more easily. A good position is also one which allows flexibility to the brand or product in extensions, changes, distribution and advertising.
Related News
What term is used to describe the place a product occupies in the consumer's mind in relation to competing products?Positioning refers to the place that a brand occupies in the minds of the customers and how it is distinguished from the products of the competitors and different from the concept of brand awareness.
Is the place a product occupies in the consumer's mind?Positioning refers to the place an offering occupies in consumers' minds on important attributes relative to competitive products.
What means placing the product in the mind of the people?Definition: Positioning defines where your product (item or service) stands in relation to others offering similar products and services in the marketplace as well as the mind of the consumer. Description: A good positioning makes a product unique and makes the users consider using it as a distinct benefit to them.
What are the 4 types of product positioning?What are the types of product positioning?. Price-based positioning.. Lifestyle-based positioning.. Characteristics-based positioning.. Quality- or prestige-based positioning.. |