Types of Product Positioning
Positioning | Principles of Marketing
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Positioning is a marketing strategy that aims to make a brand occupy a distinct position, relative to competing brands, in the mind of the customer. Companies apply this strategy either by emphasizing the distinguishing features of their brand (what it is, what it does and how, etc.) or they may try to create a suitable image (inexpensive or premium, utilitarian or luxurious, entry-level or high-end, etc.) through advertising.
Positioning was first introduced by Jack Trout in 1969 (“Industrial Marketing” Magazine- June/1969) and then popularized by Al Ries and Jack Trout in their bestselling book “Positioning – The Battle for Your Mind.” (McGraw-Hill 1981).
Types of Positioning
Positioning strategy is needed by every product so that its place in the total market c communicated. Prof. Wind identified alternative bases for constructing a product positioning strategy. They are explained as follows:
- Positioning on specific product features:
Most of the companies usually offer products to customers by describing specific feature of their product for the purpose of building good image and effective marketing.
Manufacturer Sony XPERIA mobile offers its product mentioning if as the mob with premium camera and sound feature. This position may build up the comp image in the target market.
- Positioning on benefits , problem solutions, or needs:
Most of the companies mention some benefits which can be obtained by the customers if they use their products.
Manufacturer of Colgate Tooth Paste may communicate the customers that the product protects the users from gum problem, solves their respiratory problems, and, helps to keep the teeth strong.
- Positioning on specific usage occasions:
Manufacturer of certain products, usually medicines, use certain information such as, use two or three times daily, for therapeutic use only, store in a cool place, ‘use before meal’, ‘use after meal, or use at bed time, etc. These are the product positions beyond which patients should not go. This information may help the customers to gain knowledge about how to use, when to use, and how much to use.
- Positioning for user category:
Some of the manufacturers and sellers may be dealing in certain specialized products, which are used by particular market segments only. In such a circumstance, they try to communicate to the specific user category only.
Sellers dealing in children’s products may advertise as ‘step in the children’s paradise’. Here, they are inviting only children customers.
- Positioning against another product:
Some manufacturers may communicate to their customers that their products are more qualitative or better than those of competitors For example, product ‘A’ is better than product ‘B’, and so on.
Most of the manufacturers who have knowledge about marketing do not offer this type of positioning to its customers because this sort of positioning strategy may damage company’s image instead of building.