Arranging for a product to occupy a clear, distinctive and desireable place relative to competing products in the minds of target customers. Positioning is a concept which was popularized by Al Ries and Jack trout in their best seller book “ Positioning-A battle for your mind”.
Approaches of positioning:
1: Customer benefit Approach:
It involves putting the brand above competitors based on specific brand attributes and customer benefit. For example Procter and Gamble's Head & Shoulder shampoo functions both as anti-dandruff and hair conditioner.
Approaches of positioning:
1: Customer benefit Approach:
It involves putting the brand above competitors based on specific brand attributes and customer benefit. For example Procter and Gamble's Head & Shoulder shampoo functions both as anti-dandruff and hair conditioner.
2: Price quality Approach:
Sometimes brand attempts to offer more in service, feature quality or performance. For example Rado watches.
3: The use and Application Approach:
The product is also used with use and application Approach. For example largest mobile company Nokia positioned its few variants of N-series mobiles as music phones with enhanced memory and multimedia capabilities.
4: The Product user Approach:
The brand identifies and determines the target segment for which the product will be positioned. For example rice are for the same age groups.
Reference:
http://www.scribd.com/doc/6356725/MARKET-SEGMENTATION-TARGETING-POSITIONING-By-Subha-Rudra
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