3. Positioning
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Positioning concept |
The product (brand) meaning derived from the needs of the buyers in the market target. |
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Positioning strategy |
The combination of marketing actions used to portray the positioning concept to targeted buyers. |
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Brand position |
Is determined by the buyers' perceptions of the firm's positioning strategy - can focus on the company, a mix of products, a specific line of products or a particular brand. |
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Positioning concepts |
Must relate to buyers' needs and wants; may be functional, symbolic or experiential. |
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Functional positioning |
Applies to products that solve consumption-related problems e.g. Crest (cavity prevention) |
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Symbolic positioning |
Relates to the buyer's internally generated needs for self enhancement, role position, group membership or ego-identification. e,g, Porsche. |
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Experiential positioning |
Used to position products that provide sensory leasure, variety and/or cognitive stimulation. |
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