Summary of “Approaches for Generating and Evaluating Product Positioning Strategy”

Summary of “Approaches for Generating and Evaluating Product Positioning Strategy”

Jennifer ChiangJennifer Chiang

Positioning is the process to design a

company’s distinctive features, attributes

and benefits of a product (brand) that

make it different from its competitors,

attract the consumers, and occupy a

unique spot in the target market.

marketing communications decisions

consumer perceptions & purchase decisions

sales objectives & financial goals

Why Positioning Matters?Why Positioning Matters?

What Factors Should You Take into Consideration ?What Factors Should You Take into Consideration ?

competitive marketplace

specific corporate

goals organizational strengths

what needs are not offered by competitors but desired by the target market.

what benefits or characteristics customers seek

Six Steps to Decide Appropriate Strategies:Six Steps to Decide Appropriate Strategies:

1. identify the competitors

2. determine how the competitors are perceived and evaluated

3. determine the competitors’ positions

4. analyze the customers

5. select the position

6. monitor the position

Normative analytical methods

Analytic Hierarchy Process

(AHP)

Applying Theories:Applying Theories:

Features/

Attributes

Use/Application

Price and Quality

Product

class/Benefits

Competitors

“First Mover Advantage”

“Focus on Target Customers”&&