Selecting the position concept:

Study the positioning of competing brands using attributes that are important to existing and potential buyers of the competing brands. Use brand perceptual maps.

Determining positioning

• Customer and competitor research
• Test marketing
• Positioning models - formal model of decision analysis based on extensive research data.

Implications of positioning for the marketing strategy - B. Products

• Product positioning - new products
• Product repositioning - existing products
• Product overlap - existing products, product line decisions
• Product scope - existing products; product mix decisions
• Product design - existing and new products; product mix
• Product elimination - existing products; product mix decisions
• Product diversification - adding new products or markets - business mix decisions