Positioning

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How consumers perceive a business / product offering.

Businesses attempt to create images and impressions through marketing strategies to set itself apart from competitors.

The positioning of a business can be created through implementing different elements of the marketing mix.

All of the following work together coherently to ‘position’ a business’ offering against its competitors:

Product features, packaging, branding
Prices,
Distribution strategies and
The nature and placement of promotional activity

Businesses differentiate themselves and emphasise this by positioning themselves in relation to their competitors; all with the aim of appealing to target audience and making more sales and increasing profitability.

Businesses position their offerings relative to competitor offerings. There is a direct relationship between Price and Quality, and the target market features at different points on the scale.

Offering A is positioning itself as a low-priced offering. This will shape all other elements of the marketing mix -product features, packaging, promotion, distribution strategies etc

Offering C is at the other end of the positioning spectrum in this product / service category. Likewise - all other elements of the marketing mix must align with the premium positioning and suggest high quality.

Offers at X are fraudulent.

Offers at Y are self-destructive.

By the way - ONE single company can create offerings in a product category (muesli bars) that are positioned at different points. This expands the number of sales possible in the category to multiple target markets.

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