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

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