Positioning is the development of a

service and marketing mix to occupy

specific place in the minds of
customers within target markets

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REASONS FOR POSITIONING

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 ESSENTIALS FOR EFFECTIVE
POSITIONING
1. Information on the needs of
customers in target markets and the
benefits they look for.
2. A knowledge of the organization’s
competitive strength and weakness.
3. A familiarity with competitors’
strength and weakness.
4. Information on how customers
perceive the organization relative to
competitor. 3
3 elements in true positioning:

Creating an image
Communicating customer
benefits
Differentiating the brand
from competitive service

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THE FIVE Ds OF POSITIONING

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A Specific Positioning Approach:
Is where only one customer benefit
is selected and concentrated on

The General Positioning Approach:

Promises more than one benefit
that is not as directly obvious. The
customer almost has to read into
advertising and service offerings to
discover the benefits that are 6
available
1. Positioning on specific product
features
2. Positioning on benefits,
problem solution or needs
3. Positioning for specific usage
occasions
4. Positioning for user category
5. Positioning against another
product
6. Positioning by product class 7
dissociation
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