Access over 20 million homework & study documents
search

Module 10 Positioning Decisions Presentation

Content type

User Generated

Subject

Marketing

School

American University in Cairo

Type

Presentation

Rating

Showing Page:
1/14

Sign up to view the full document!

lock_open Sign Up
Showing Page:
2/14

Sign up to view the full document!

lock_open Sign Up
Showing Page:
3/14

Sign up to view the full document!

lock_open Sign Up

Unformatted Attachment Preview

Module 10 Positioning Decisions By: Dr Shahinaz Abdellatif Objectives of the Session To understand: 1. positioning and why it is important 2. the differences between physical and perceptual product positioning 3. the steps involved in the positioning process 4. market positioning strategies What do we mean by positioning? • Creating distinct and valued physical and perceptual differences between one’s product and its competitors, as perceived by the target customer. • Positioning (or repositioning) refers to both the place a product or brand occupies in customers’ minds relative to their needs and competing products or brands and to the marketer’s decision making intended to create such a position. • Positioning notion comprises both competitive and customer need considerations. Positioning Positioning is the choice of: • Where we want to compete (Target Market) • How we wish to compete (Differential Advantage) Objective of Positioning: • To create & maintain a distinctive place in the market for a company & its products. Generic competitive Strategies • Differentiation lies at the heart of marketing (i.e. products that are superior on some important dimensions) represent distinctly different ways in which companies can compete for the minds and wallets of customers in their target markets. Dimensions on which Consumers Perceive Competitive Offerings • Simple physically based attributes e.g. price/quality/size/power • Complex physically ba ...
Purchase document to see full attachment
User generated content is uploaded by users for the purposes of learning and should be used following Studypool's honor code & terms of service.

Anonymous
Nice! Really impressed with the quality.

Studypool
4.7
Trustpilot
4.5
Sitejabber
4.4