Positioning defines the market niche you focus on relative to the competition.

Sometimes, positioning is as simple as saying

"Best-selling minivan" or "The world's favorite airline."

However, leading the market isn't the only position available. You can position your company based on customer service, pricing, quality, delivery, innovation, style, and so on.

Product Positioning

The focus of positioning is the image a product projects. The goal of product positioning is to set the product apart from the competition. Products can be positioned:

by price and quality

by features and benefits

in relation to the competition

in relation to other products in a line

Product Positioning

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Positioning by Price and Quality

• Stresses paying more as a symbol of quality or low price as an indication of value.

Example: “Sears, Great Life, Great Price”

Positioning by Features and Benefits

• Stresses product features and benefits, or unique characteristics.

Example: Palm Pilots

Note: Palm now has 72 percent of the world market on hand-held computers.

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Product Positioning

Positioning in Relation to the Competition

• Stresses comparison to the competition.

Example:to play to the competitor's weaknessesmust be used with care, can be perceived as negative Tylenol vs. aspirin

Positioning in Relation to Other Products in a Line

• Stresses association with a successful brand.

Example: Vanilla Coke

Slide 3 of 3

Product Positioning