Product Positioning - 8-1Product Positioning8-2Brand...

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Unformatted text preview: 8-1Product Positioning8-2Brand BenefitsService BenefitsCustomerValueCostProduct Benefits8-3What is product positioning? What are the key factors you need to consider when deciding on how to position the product?8-4How should a business position their product offering so that the target market perceive that the offering to provide the benefits they seek and is different from products offered by the competitors?8-5Price LeadershipDifferentiationTwo key strategies used to position products 8-6Attributes that can be used to position productsLow priceProduct differentiation- Simple physical attributes e.g. mileage, engine/horse power- Complex physical attributes e.g. roominess of a car, user friendliness of a product- Abstract attributes e.g. sexiness of a perfume, prestige of a carService differentiationBrand differentiation8-7...
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This note was uploaded on 10/21/2011 for the course MARK 3339 taught by Professor Samaraweera during the Spring '11 term at University of Houston.

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Product Positioning - 8-1Product Positioning8-2Brand...

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