Product Positioning Task

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A Product Positioning Task is a positioning task for an organizational product.



References

2016

  • (Wikipedia, 2016) ⇒ http://wikipedia.org/wiki/Positioning_(marketing)#Product_positioning_process Retrieved:2016-3-20.
    • Generally, the brand positioning process involves:
    • Segmentation: It is the process of identifying variables that allow someone to divide the market into distinct subsets that can be selected as a marketing target to be researched using the Marketing Mix. Segmentation is essential because without it, the best thing a firm could do is to deliver average value.
    • Segmentation Methods:
      • Characteristics of the customers (male, female, rich, poor, etc.)
      • Benefits sought
      • Systematic Product Related Behavior (by purchasing behavior or by channel)
      • Cohort Analysis.
      • Geographic Segmentation
    • Targeting: Targeting is the process of evaluating the attractiveness of each segment and choose a target. In order to select a target segment, firms must first balance attractiveness with capability and monitor whether actual buyers match the target segment.
    • Characteristics that make a segment attractive:
      • Segment Size
      • Growth of Segments
      • Value of Segments
      • Stability
      • Current Company position within the segment
      • Ease of entry
      • Ease of competitive entry
      • Number and strengths of competitors
    • Positioning: Positioning is the process of identifying concepts for each target segment, select the best and communicate it.