Market Positioning

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Market Positioning

• By Justin Johnson

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What is Positioning?

• Positioning is the act of designing the companys
  offering and image to occupy a distinctive place
  in the target markets mind.
• Successful positioning results in a value
  proposition a cogent reason why the target
  market should buy the product.

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Two Views of Positioning

• Companies can pick a area of expertise and
  position product
• Use as a company-wide initiative
• Value disciplines
• Product leader
• Operationally excellent firms
• Customer intimate firms

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Two Views of Positioning (continued)

• Strengthen current position
• Take a unoccupied position
• Reposition a brand
• Use on a brand to brand basis

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How many ideas can be promoted?

• Some companies offer one outstanding capability
  of a product.
• The best at a particular facet
• Food items, tools
• Some companies can promote multiple facets of a
  product.
• Aquafresh toothpaste, trucks

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Communicating Position

• A companys position starts with a positioning
  statement.
• Mountain Dew To young, active soft-drink
  consumers who have little time for sleep,
  Mountain Dew is the soft drink that gives you
  more energy than any other brand because it has
  the highest level of caffeine. With Mountain Dew
  you can stay alert and keep going even when you
  havent been able to get enough sleep.
• A company must manage its position through more
  than advertising.

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Some Well Positioned Brands
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Some Well Positioned Brands
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Some Well Positioned Brands