Principles of Marketing
Positioning is the place that a brand or product occupies in the minds of the customers and
how it is distinguished from the product of the competitor.
Positioning refers to the customers' perception of a brand or product in relation to
competing brands or products.
Positioning is also called
• USP (Unique Selling Proposition)
• MVP (Main Value Proposition)
What is the Purpose of Positioning?
Positioning aims to create and establish a distinct image within the minds of the
consumers in the target market, because customers have difficulty remembering brands
or products that have no distinct image.
The positioning must be maintained over the life of the product. This would require ongoing
marketing initiatives intended to reinforce the target market's perceptions of the product or
brand.
Repositioning a product means altering its place in the minds of the consumers, or
essentially changing the product's image or identity. It is trying to change the consumer's
perception of a product after it has already been solidified, and this may confuse or alienate
the target market.
Which should we position? Brand or Product?
We can position the entire brand or each individual product.
Characteristics of a Good Positioning
1. Beneficial
2. Relevant
3. Unique
4. Differentiated
5. Credible
6. Attainable
How do you position your brand/product?
To position a brand or product, a company should consider its distinguishing features such
as
• What it is
• What it does and how
• With whom is the product competing
• What makes it better
What is a Perceptual Map?
A perceptual map is a visual technique designed to show how the average target market
consumer understands the positioning of the competing products in the market.
Examples of Determinant Attributes:
Low Price – High Price
Low Quality – High Quality
Poor Service – Great Service
Limited Choice – Wide Choice
Not Trusted Brand – Trusted Brand
Examples of Perceptual Maps (Using Two Determinant Attributes)
Communicating Your Positioning
What is a Positioning Statement?
A positioning statement is a one or two sentence declaration that communicates your
brand/product's unique value to the customer, and how you want your target market to
perceive your brand.
Examples of Positioning Statement
What is a Tagline?
A tagline is a catchphrase or slogan which consists of a small group of words that are
combined in a special way to identify a brand or a product and is used to communicate the
positioning statement.
Positioning Statement VS. Tagline
Positioning statements are for internal use. These statements guide the marketing and
operating decisions of your business.
Taglines are external statements used in your marketing efforts. Insights from your
positioning statements are usually converted into taglines.
Taglines
• must be short but memorable
• must capture the brand or product’s positioning within a few words
Positioning can also be communicated through any of the following:
1. Packaging
2. Labeling
3. Advertising
