2.3 Positioning

Question 1

WHAT IS POSITIONING?

Answer 1

Positioning is the act of designing company’s offering and image to occupy a distinctive place inn the mind of the target market. the end result of positioning is a successful creation of customer focused value proposition, cogent reason why target market should buy the product

Question 2

WHAT IS PRODUCT DIFFERNTIATION?

Answer 2

A product offering is perceived by the consumer to differ from its competition on any physical or nonphysical product characteristic including price
eg: Mercedez Benz in automobile market

Question 3

DIFFERNTIATION IN POSITIONING?

Answer 3

1. form
2. features
3. performance
4. conformance
5. durability
6. reliability

Question 4

WHAT IS THE BASES OF POSITIONING?

Answer 4

1. attributes or features
2. price/quality
3. usage/ application (surf excel)
4. product class (airline)
5. product user (motorola persona)
6. competitor (same product category Onida colour tv)
7. cultural symbol (ronald mcdoonald, tata tea)