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Promotion Planning And Techniques
USING POSITIONING TECHNIQUE FOR MARKET TARGETING
Product positioning commences when a producer makes an effort to determine the product attributes
most desired by the market for a particular product or service and the relative standings of the various
brands in relation to these desired product features.
To position a product, a research will be conducted to determine the consumer’s preference in desired
product features. If the consumer prefers some particular attributes over others in the product, the relative
position of the product brand in the market may be plotted in regard to these attributes by making the
consumer to rate each attribute. The distinctiveness of a brand’s image can be determined by plotting
the individual responses for each brand’s attribute and determining how tightly individual perceptions
of a brand’s position on the attribute and uniformity scales are grouped around these features. Some
brands may have distinct images and others diffused images.
Product positioning involves segmenting a market by creating a product to meet the needs of a selective
group or by using a distinctive advertising appeal to meet the needs of a specialized group, without
making changes in the physical product.
Product positioning plays a distinct role in developing a brand – image that makes the product to stand
out clearly amongst competing brands or products; thus brand name of such a product remains distinct
in the market or with consumers.
BRAND NAME – This is the spoken part of a trademark, in contrast to the pictorial mark, it could also
be referred to as the trademark word.
PRODUCT POSITIONING APPROACHES
There are five commonly approaches to product-positioning strategy:
- Positioning by attributes.
- Positioning by product users.
- Positioning by product class.
- Positioning by competitors
- Positioning by use or applications.
POSITIONING BY ATTRIBUTES: This is the most frequently used positioning strategy. It is done by
associating a product with an attribute, a product feature, or a customer benefit. For example, BMW
automobile has been positioned by emphasizing handling and engineering efficiency and showing
performance capabilities on the roads.