Positioning

Positioning involves implementing our targeting.  For example, Apple Computer has chosen to position itself as a maker of user-friendly computers.  Thus, Apple has done a lot through its advertising to promote itself, through its unintimidating icons, as a computer for “non-geeks.”  The Visual C software programming language, in contrast, is aimed a “techies.”

Gunter and Furnham (1992) prescribe that after selecting target markets the

strategist should develop positioning objectives to then develop them into a detailed

marketing mix. However, Aaker (1996) recommends developing the positioning

objective only after the brand identity and value proposition have been developed. In

exploring the latter, it is useful to understand Aaker's definition of positioning is "the part

of the brand identity and value proposition that is to be actively communicated to the

target audience and that demonstrates an advantage over competing brands." Kotler

(1994) refers to it as the unique selling proposition. Explained in other words, the

positioning statement is the point where the bundle of attributes join to form one concept

which aims at capturing the essence of that which the target audience seeks in the product

category. 

Positioning is the use of marketing to enable people to form a mental image

of your product in their minds (relative to other products).

Positioning involves implementing our targeting.  For example, Apple Computer has chosen to position itself as a maker of user-friendly computers.  Thus, Apple has done a lot through its advertising to promote itself, through its unintimidating icons, as a computer for “non-geeks.”  The Visual C software programming language, in contrast, is aimed a “techies.”

POSITIONING CONCEPTS:-

 Generally, there are three types of positioning concepts:

•Functional positions

Solve problems.
Provide benefits to customers.
Get favorable perception by investors (stock profile) and lenders.

•Symbolic positions

Self-image enhancement.
Ego identification.
Belongingness and social meaningfulness.
Affective fulfillment.

•Experiential positions

Provide sensory stimulation.

Provide cognitive stimulation.

•APPROACHES OF POSITIONING :-

The main positioning strategy is to either developing or reinforcing a particular
image for the brand in the mind of the customer. The main approaches to
positioning strategy are:-

•Customer benefits approach.

•The price-quality approach.

•The use or application approach.

•The product user approach.

•The product class approach.

•The cultural symbol approach.

•The competitor approach.