Collection of data Definition Wikipedia

Positioning is also defined as the way by which the marketers attempt to create a distinct impression in the customer's mind. Positioning is a concept in marketing which was first introduced by Jack Trout ( "Industrial Marketing" Magazine- June/1969) and then popularized by Al Ries and Jack Trout in their bestseller book "Positioning - The Battle for Your Mind." (McGraw-Hill 1981) t will happen whether or not a company's management is proactive, reactive or passive about the on-going process of evolving a position. But a company can positively influence the perceptions through enlightened strategic actions. A company, a product or a brand must have positioning concept in order to survive in the competitive marketplace a Positioning Concept attempts to sell the benefits of the product or service to a potential buyer. The positioning concepts focus on the rational or emotional benefits that buyer will receive or feel by using the product/service. A successful positioning concept must be developed and qualified before a "positioning statement" can be created. The positioning concept is shared with the target audience for feedback and optimization; the Positioning Statement (as defined below) is a business person's articulation of the target audience qualified idea that would be used to develop a creative brief for an agency to develop advertising or a communications strategy.

Product positioning process[edit]

Generally, the product positioning process involves:1.Defining the market in which the product or brand will compete (who the relevant buyers are) 2.Identifying the attributes (also called dimensions) that define the product 'space' 3.Collecting information from a sample of customers about their perceptions of each product on the relevant attributes 4.Determine each product's share of mind

5.Determine each product's current location in the product space 6.Determine the target market's preferred combination of attributes (referred to as an ideal vector) Examine the fit between the product and the market.

Positioning concepts[edit]
More generally, there are three types of positioning concepts: 7.Functional positions Solve problems Provide benefits to customers Get favorable perception by investors (stock profile) and lenders 8.Symbolic positions Self-image enhancement Ego identification Belongingness and social meaningfulness Affective fulfillment 9.Experiential positions Provide sensory stimulation Provide cognitive stimulation

Measuring the positioning[edit]

Positioning is facilitated by a graphical technique called perceptual mapping, various survey techniques, and statistical techniques like multi dimensional scaling, factor analysis, conjoint analysis, and logit analysis.