1. Product Positioning
IMAGE

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

3. 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

4. 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

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

6. 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)

7. 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.

8. 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)

9. 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…