Product Positioning IMAGE.

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Presentation transcript:

Product Positioning IMAGE

Product Positioning The efforts a business makes to identify, place, sell its products. “The Image that a Product Projects”

Product Positioning GOAL: Set the Product Apart from the Competition (Differentiate) Positioning Strategies Includes: - Position by Price and Quality - Position by Features and Benefits - Position in Relation to Competition - Position in Relation to Other Products in a Line

Positioning by Price and Quality High Price is a symbol of Quality Low Price is an indication of Value Company may offer: Economy, Mid-Priced, and/or Luxury Line

Positioning by Price and Quality EXAMPLE FORD offers: Focus – Economical Compact Car Mustang – High-Performance Car Lincoln Continental – High-Priced Luxury

Position by Features and Benefits Products are associated with a customer benefit or a special attribute (feature) Example: OIL of OLAY Special Moisturizer to Help Skin Stay Soft (Ads / Promotions will stress this)

Position in Relation to Competition Position Product to Compete Directly with the Products of Another Company. Common Strategy when Trying to Solidify an Advantage Over Another Firm.

Position in Relation to Competition Not Good Idea to Go Directly Against Industry Leader Unless You are Big Example: Pepsi (#2) vs. Coke (#1) if small: Southwest vs. All (Low-Fare Alternative)

Position in Relation to ProductLine Promote or Advertise an entire line of goods. Relate each product to each other. Example: Campbell’s Soup Recognize the Red Can…