1. P o s i t i o n i n g
Simply - how customers view the firm and its product
Mercedes, position is luxury Walmart, position is lowest price, quality not so bad
Landrover, position is very very reliable
Harvey’s - have it your way
Page 71, 11th ed.

2. P o s i t i o n i n g Burger King - your way
Home Depot - customer service - older advisors
Zellers law toy land
SONY - maintain high price position
Volvo - accident safety
HMV - no risk refund
BKG - customized shoes

3. P o s i t i o n i n g Browns shoe stores high price, funky shoes
Costco
Shoppers - Health Watch System
Saturn - above average customer service
Winners - brand names at generic name prices
Honest Eds - lowest no matter what

4. P o s i t i o n i n g
Changing your position, to get better reaction, might mean
1. Changing the Product (one of the 4 P’s)
2. Changing the Price 3. Adding a new product line
4. Change the advertising (Promotion) eg. Women in truck commercials eg. 7UP - the Un-cola