PRINCIPLES OF MARKETING

POSITIONING
PRINCIPLES OF MARKETING
 MARKET POSITION

 Market position refers to the consumer’s perception

of a brand or product in relation to competing
brands or products.

https://strategiccfo.com/market-positioning/
 MARKET POSITIONING

 Market positioning refers to the process of

establishing the image or identity of a brand or
product so that consumers perceive it in a certain
way.

https://strategiccfo.com/market-positioning/
For example,

• A car maker may position itself as a luxury status symbol

• A battery maker may position its batteries as the most
reliable and long-lasting.
• A fast-food restaurant chain may position itself as a
provider of cheap and quick standardized meals.
• A coffee company may position itself as a source of
premium upscale coffee beverages.
• Then a retailer might position itself as a place to buy
household necessities at low prices.
• And a computer company may position itself as offering
hip, innovative, and use-friendly technology products.
 REPOSITIONING

 Repositioninga brand or product means altering its

place in the minds of the consumer, or essentially
changing the brand’s or product’s image or
identity.

https://strategiccfo.com/market-positioning/
• White-collar worker performed in an
office or other administrative setting.

• Blue-collar worker, whose job requires

manual labor

• Pink-collar worker, whose labor is related

to customer interaction, entertainment,
sales, or other service-oriented work.
Emperador launches 3 new The Bar variants
for the new ‘GINeration’
MANILA, Philippines – In the Philippines, gin is hands down one of the most
popular alcoholic drinks – especially among the titos.

When we speak of gin, it’s just something that we easily associate with
the men – our fathers, uncles, neighbors, and acquaintances. A mere
mention of the word gin brings to mind memories of seeing tumpukans at
street corners or in front of the friendly neighborhood sari-sari store, with
the drinking group boisterously downing shot after shot of the drink until
the wee hours of the night.

But one brand aims to give gin a fresher, hipper image by creating
delicious flavors with eye-catching colors that will be loved by the young
and hip.
https://www.rappler.com/brandrap/travel-food-and-lifestyle/211805-emperador-the-bar-premium-gin-launch-september-12-2018
 “Declare your soap to be a
facial soap and suddenly
people will refuse to use it for
their feet.”
Example of Product Position
 PRODUCT POSITIONING

 It
was referred before as the Unique Selling Point or
USP
 Itanswers the question, “So what makes your
product different?”
 Bythe 1970s, advertisers Al
Ries and Jack Trout
popularized the term
“positioning” in their
landmark book of the
same title and argued for
the need of products to
focus on just one message
and one message alone.
 BRAND IDENTITY, IMAGE, AND
POSITIONING

 Then we have positioning. Your positioning takes

your identity and positions it to a particular
audience in a way that magnifies certain attributes
of the brand while downplaying others.
 Positioning your brand comes from identifying who
your competitors are and the things you do
differently (and the same).
 BRAND IDENTITY, IMAGE, AND
POSITIONING
 Brand identity is how you want your brand to be perceived
and it includes everything – from marketing materials to the
quality of your products and services, how well you
communicate with your customers online and how your
front line staff respond to enquiries.
 It’s the voice you give your product or service.
 BRAND IDENTITY, IMAGE, AND
POSITIONING

 Your brand image is essentially the same. The only

difference is that while your identity is how you want
to be perceived, your image is the reality today.
Needless to say that there is often something of a
gap.
 BrandImage is the perception of your product or
brand by consumers. It’s what they hear.
 Points of Difference (POD)

 This
refer to attributes or benefits that the
market associates primarily with a particular
brand, to the points that the market believes
that no other brands offer these attributes or
benefits to the same degree as that brand.
 Points of Parity (POP)

 Theseare market expectations about what

products in a particular product category
should be or should have.
 PACKAGING

 The Packaging refers to all those activities related to

designing, evaluating and producing the container
for a product. Simply, the box-like container,
wherein the product is stored to protect it from any
physical damage and at the same time attracting
the customer through its appeal is called as
packaging.
https://businessjargons.com/packaging.html