Positioning Strategy For Business

The positioning of the product by Philip Kotler defines positioning as " the act of designing the company's offering and image to occupy a distinctive place in the mind of the target market."

Positioning Strategy


The marketer can adopt different positioning strategies in order to develop or reinforce a particular image of the brand in the mind of the target audience. The various positioning strategies are:

1.  Using Specific Product Features:

      The most popular positioning strategy is to highlight specific product features that would benefit the customer. At times, a new product can be positioned with respect to product features that competitors have ignored. It would be advisable to highlight a specific but important feature rather than positioning along with several features. For example, Tata Motors -Indica ev2 -India's Most Fuel Efficient Car -25 Km/liter.

2Positioning by price and Quality:

     In many product categories, the price-quality feature is so important that it needs to be considered in any positioning decision. The advertiser may position the product as a quality product that is worth the money ( Good Quality a Little More). Others may position the product but still at an affordable price.

3 Positioning by Use:

     The brand can be positioned by associating it with use or application. The advertiser may extend the use of the brand. For instance, " The Mint with a Hole" campaign of polo.

Also Read this, How to use SCAMPER activities in your business.

4Positioning by User Category:

     The brand may be associated with a user or a class of users. The advertiser makes use of famous personalities or models to influence the audience. For example the " Beauty Soap of Film Stars" - Lux Soap of HUL.

5Positioning by Product Class:

     Some advertisers highlight the product-class association. The toilet soap Dove positioned itself apart from the soap category as a cleansing cream product for women with dry skin.

6Positioning by Cultural Symbols/Names:

     Some advertisers may use cultural symbols to differentiate their brands from competitors. For example, Marlboro cigarettes used the American cowboy.

7Positioning by a competitor:

     In some cases, a reference may be made directly or indirectly to one or more competitors. Perhaps the most famous positioning strategy of this type was that of Avis "We're only number 2. We try harder."

8Positioning by product's Benefits:

     The advertiser can position the product on the basis of the special benefit of the product. For example: "Fast to Cook, Good to Eat" (the two-minute positioning) of Maggie Noodles.

9Positioning by corporate Image:

     The most common base for positioning is a corporate image. Some of the products or brands use their corporate names to position themselves products ranging from health care and cosmetics to consumer durables and computers use this type of positioning. companies such as IBM, Philips, Sony, Nestle, Tata, Bajaj often use their corporate names to leverage their positions.

10. Positioning by Emotions:

      A firm may position its product by dramatizing emotions. For instance, Cadbury's Dairy Milk (CDM) "Shubh Aarambh" campaign (July 2010) is based on the concept of the Indian Tradition of having something sweet before every auspicious occasion, wi9th the belief that it leads to a favorable outcome.

Over the years, CDM has been a special part of every Indian's moments of happiness, joy, and celebration. For the first time ever, in 2010, CDM urges consumers to also enjoy their much-loved chocolate before embarking on an important task, in anticipation of a successful outcome.

Also Read: Best Business Books to Read.

Positioning Strategy can be defined as an effort aimed at creating and maintaining in the mind of target customers the intended image for the brand, relative to other brands so that they will perceive the brand as possessing the attributes they want.

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