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Product Positioning

Product Positioning. Product Positioning. The efforts a business makes to identify, place, and sell its products in the marketplace The goal is to set the product apart from the competition . Product Positioning Strategies.

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Product Positioning

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  1. Product Positioning

  2. Product Positioning • The efforts a business makes to identify, place, and sell its products in the marketplace • The goal is to set the product apart from the competition

  3. Product Positioning Strategies A number of strategies can be used to position products in the marketplace • Positioning by price and quality • Positioning by features and benefits • Positioning in relation to the competition • Positioning in relation to other products in the line

  4. Positioning by Price and Quality • A company may offer an economy line, a mid-priced line, and a luxury line • Stresses high price as a symbol of quality or low price as an indication of value Economy Line Mid-priced Line Luxury Line

  5. Positioning by Features and Benefits • Products are often associated with a feature, attribute, or consumer benefit Cleans without harming the environment Helps people lose weight

  6. Positioning in Relation to Competition • Some businesses position their products to compete directly with the products of other companies VS VS

  7. Positioning in Relation to Other Products in a Line • Individual products may be positioned in relation to other products in the same line

  8. Review • What are the focus and goal of product positioning? • How is positioning a product in relation to competition different from positioning it in relation to other products in a line?

  9. Repositioning • When a product reaches the decline stage of the product life cycle it must be changed – or repositioned • Repositioning – changing the identity or image of a product to redirect or expand the target market

  10. Examples: Pledge Pledge Commercial

  11. Examples: Cheerios Cheerios Commercial

  12. Planograms • A computer developed diagram that shows retailers how and where products should be displayed on the shelf…maximizing the products potential

  13. Assignment • Get the Orange Textbooks • Complete the questions from Chapter 30.2 • Questions 1-3 on page 647 • Questions 7, 8, 9, 10, 11 on page 649

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