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Product positioning refers to the place a product occupies in consumers' minds based on important attributes relative to competitive products.

Product positioning refers to the place a product occupies in consumers' minds based on important attributes relative to competitive products. By understanding where consumers see a company's product or brand today, a marketing manager can seek to change its future position in their minds. There are two types of positioning.  Head-to-head positioning involves competing directly with competitors on similar product attributes in the same target market. Differentiation positioning involves seeking a less-competitive, smaller market niche in which to locate a brand. Marketing managers often convert their positioning ideas for the offering into a succinct written positioning statement. The positioning statement is used not only internally within the marketing department, but also for others outside it, such as research and development engineers or advertising agencies.

 

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