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Positioning is the development of a service and marketing mix to occupy

specific place in the minds of customers within target markets

REASONS FOR POSITIONING

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ESSENTIALS FOR EFFECTIVE POSITIONING

1. Information on the needs of customers in target markets and the benefits they look for.

2. A knowledge of the organization’s competitive strength and weakness.

3. A familiarity with competitors’ strength and weakness.

4. Information on how customers perceive the organization relative to competitor. 3

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3 elements in true positioning:

Creating an imageCommunicating customer

benefitsDifferentiating the brand

from competitive service

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THE FIVE Ds OF POSITIONING

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A Specific Positioning Approach:Is where only one customer benefit is selected and concentrated onThe General Positioning Approach:Promises more than one benefit that is not as directly obvious. The customer almost has to read into advertising and service offerings to discover the benefits that are available

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1. Positioning on specific product features

2. Positioning on benefits, problem solution or needs

3. Positioning for specific usage occasions

4. Positioning for user category5. Positioning against another

product6. Positioning by product class

dissociation

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