Discuss the importance of both physical and perceptual positioning strategies for marketing Australian wines Flashcards Preview

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1

The major difference between physical and perceptual positioning is:

1. Strategy behind the MESSAGES used to market a product. Some people are more attracted to a products physical appeal, while others are more attracted to its features and concepts.

2. How the message is designed. Physical positioning typically includes more graphical advertisements to show off physical attributes, while perceptual positioning include more text or voice-over dialog explaining how a product can improve a customer’s life.


Some products can benefit both from physical and perceptual positioning for example Iphone in the apple store

2

Physical positioning

• Focusses on the physical properties of the product

LIMITATIONS TO PHYSICAL POSITIONING:

1. Simple comparison of only the physical dimension of alternative offerings usually does not provide a complete picture of relative positions because positioning ultimately take place in a customer’s mind BECAUSE customers attitudes towards a product are often based on social or psychological attributes not amendable to objective comparison. Therefore perceptual positing analysis is still important

EXMAPLE: Handbags

3

Perceptual positioning

• Marketers creates some perception or idea for a target market


Example: Data centres – because most servers look alike, but the differences are what kind of feature the servers offer