2. Positioning
Positioning can involve brand name, image, packaging, the way it is delivered but is usually a combination of these

3. Positioning can involve brand name, image, packaging, the way it is delivered but is usually a combination of these
A stance
- An attitude
- A perception
- A point of view
Businesses position themselves in various ways in the eyes of the consumer.

4. Creates an image people associate with the product or service.
Businesses customize their positioning in order to be accepted by the consumer.
Certain positioning will always appeal to some consumers and not others.

5. Jones Soda has positioned themselves as a young, hip, urban soft-drink company.
Lexus has positioned themselves as a luxurious, exclusive, rare car company.
IKEA has positioned themselves as a modern, everyday, practical furniture company.

7. Customers buy for benefit Customers expect benefit
Competition tries to offer products with more features
e.g. Maple Syrup Benefits:
Great Taste
Authentic Canadian treat
Outdoor association
Memories of past pancakes

8. EXAMPLES OF BENEFIT POSITIONING
Hair straighter but can also curl
Double sleeping bag, or a single
Pants that can be zipped to shorts
Orange juice in a reusable bottle
Calls, internet, texting and camera

9. To gain an effective target-market position, there must be focus on specific consumer segment

10. Marketers have two options:
Most Expensive
Luxury good or service
High-quality item
Exclusive product or service
Marketers try to educate consumers about product/service
Least Expensive
Product seems inexpensive
Must maintain some quality standard

11. Companies use unique distribution to position themselves
i.e. Jones Soda varies from the usual and sells its
beverages in clothing stores

12. Service is the major focus when marketing
Once a service is offered, it must be maintained
A convenience store open 24hrs
A welcoming atmosphere: such as soft music, scented candles, comfortable dressing rooms
An electronics company’s: return policy, guarantee, installation support