A clearly defined positioning strategy statement provides guidance for all marketing and marketing communications strategies. Positioning strategy must be: - Desirable by consumers - Distinctive from competition - Deliverable by the company - Durable over time Product differentiation strategy - A plan of action for communicating meaningful attributes and benefits of a product to a target market. Leadership Positioning: A marketing strategy in which a product presents itself as a preferred choice among customers.
Head-on positioning : A marketing strategy in which one product is presented as an equal or better alternative to a competing product. Innovation positioning: A marketing strategy that stresses newness as a means of differentiating a company or brand from competing companies or brand. Price positioning: A marketing strategy based on the premise that consumers search for the best possible value given their economic circumstances. Image positioning : a marketing strategy based on intangible characteristics associated with a lifestyle instead of tangible characteristics.
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- Fall '13
- Brand, brand manager