Every company is looking for ways to have a

competitive advantage over their competitors.

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The set of unique features of a company

and its products that are perceived by the

target market as significant and superior

to the competition.

Unique features can show

quality and status; such as

crafted by top artisans or

using expensive materials.

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Or unique features can show a

commitment to certain principles; such

as locally grown/made foods and goods.

Developing a specific marketing mix to

influence potential customers’ overall

perception of a brand, product line or

organization in general

Marketers use positioning to find a place

for the product in the marketplace and to

distinguish the product from competitors.

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However, the actual position

is how the customers see

the product. The positioning

and the actual position of

the product are the same if

marketing has been

successful.

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Example

Walmart has positioned itself

as the place buy products at

the lowest price. Even though

this is not always the case,

customers have made the

positioning and actual position

the same.

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Example

Internet Explorer has tried to

position itself as the best web

browser for internet users,

however consumers have

made its actual position one

of the worst.

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It is important to use positioning to

your advantage. You want to position

your product so that customers will

continue to purchase from you rather

than the competition.

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Positioning a product to highlight a

product feature or attribute.

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Example

Hotels may use the attribute

positioning strategy by listing

the amenities that are

included with their rooms;

such as being spacious and

having an excellent view.

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Stresses high price as a sign of

quality, or emphasizes low price as

an indication of value.

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Example Car companies like Jaguar and

Porsche use the price and

quality positioning strategy,

giving their customers a sense

prestige.

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Stressing unique uses or applications

can be an effective means of

positioning a product.

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Example Verizon uses the application

positioning strategy by

advertising that it has more

coverage that other cellular

providers.

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Encourages use of a product

or service by associating a

personality or type of user

with the product.

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Example Apple uses the user

positioning strategy by

giving their customers a

sense of being intelligent,

creative and free thinking.

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The objective is to associate the

product with a particular

category of products.

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Example

Subway uses the classification

positioning strategy by trying to

classify itself as a healthier

alternative to fast food.

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Demonstrate how they are positioned

against the competitors that hold a

strong market position.

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Example

Samsung positions its phones

against the iPhone to try to show

superior features and benefits.

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