MARKET POSITIONING

MARKET POSITIONING
- Refers to the process of arranging a
product to occupy a clear, distinct, and
desirable place in relation to other
competing products in the mindset of
target consumers.
 EVALUATING THE BENEFITS
OF EVERY MARKET POSITION
CRITERIA IN IDENTIFYING
THE ATTRIBUTES OR BENEFITS TO BE
PROMOTED
IDENTIFIABLE. The benefit or attribute is
easily associated with the product. The
customers should be able to easily
identify any benefit that can be derived
from the product.
BENEFICIAL. The attribute provides
valuable benefits to the target
consumers.
DISTINCTIVE ADVANTAGE. The Attribute
is distinct to the product and can hardly
be copied by the competitors.
EFFICIENT AND REWARDING. The cost in
attaching the attribute or value to the
product is not higher than the expected
benefits terms of profit.
DECIDING ON THE MARKET
POSITION
There are two basic dimensions that
must be seriously considered in deciding
the market position of the product:
PRICE & QUALITY
 GUIDE QUESTIONS IN
DECIDING THE MARKET
POSITION OF THE
PRODUCT
1. Will the product be sold at a higher price due
to its attributes and benefits?
2. Will the product be sold at the same price as
the competitor’s price in spite of its benefits?
3. Will the product be sold at the same price as
the competitor’s because they have similar
benefits?
4. Will the product be sold at a lower
price because it offers less benefits?
5. Wiil the product be sold even it its
offers less benefits?
HAVE A NICE DAY!
Thank You .....