Download - Product Positioning
Product Positioning
Product PositioningThe efforts a business
makes to identify, place, and
sell its products in the
marketplace
The goal is to set the
product apart from the
competition
Product Positioning StrategiesA number of strategies can be used to position
products in the marketplace
Positioning by price and quality
Positioning by features and benefits
Positioning in relation to the competition
Positioning in relation to other products in the line
Positioning by Price and QualityA company may offer an economy line, a mid-
priced line, and a luxury line
Stresses high price as a symbol of quality or low price as an indication of value
Economy Line
Mid-priced Line Luxury Line
Positioning by Features and BenefitsProducts are often associated with a feature,
attribute, or consumer benefit
Helps people lose weightCleans without harming the environment
Positioning in Relation to CompetitionSome businesses position their products to
compete directly with the products of other companiesV
SVS
Positioning in Relation to Other Products in a Line
Individual products may be positioned in relation to other products in the same line
Review1. What are the focus and goal of product
positioning?
2. How is positioning a product in relation to
competition different from positioning it in
relation to other products in a line?
RepositioningWhen a product reaches the decline
stage of the product life cycle it must be changed – or repositioned
Repositioning – changing the identity or image of a product to redirect or expand the target market
Examples: Pledge
Pledge Commercial
PlanogramsA computer developed diagram that shows
retailers how and where products should be displayed on the shelf…maximizing the products potential
AssignmentGet the Orange TextbooksComplete the questions from Chapter 30.2Questions 1-3 on page 647Questions 7, 8, 9, 10, 11 on page
649