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Positioning is designing a company's offerings to occupy a distinct place in customers' minds. A perceptual map shows how customers perceive competing brands on key attributes. Effective marketing positioning states that a product is the best at something specific, which customers and competitors will believe, and competitors cannot easily copy.

Economy & Finance

Positioning
What is positioning?
“The act of designing the companies
offerings so that it occupies a distinct place
in your target customers”

A perceptual map
Tylenol
Bufferin
Excedrin
Bayer
Private
label
Anacin

Marketing Positioning
“product X is the best Y because _______
Has to be believable by your customers
Has to be believable by your competitors
? And a barrier to competition
Has to be doable

The document outlines strategies for effectively marketing innovations through five best practices, including product development, brand positioning, and guerilla marketing. It emphasizes understanding consumer needs and leveraging a disciplined product development process to achieve differentiation. Additionally, it encourages businesses to clarify objectives and tailor marketing efforts to maximize impact while engaging with customers meaningfully.

positioning and marketing of consumer durablesSAIPRASAD RANE

Positioning involves finding a place for a brand in the minds of consumers by identifying differences between products, selecting the right differences to focus on, and communicating those differences effectively. The objectives of positioning are to create a distinctive place for the brand, develop and redesign products appropriately, and provide a clear reason for customers to buy. Positioning is determined by customers, not what companies do to their products directly.

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The document discusses multidimensional scaling (MDS) and conjoint analysis, which are techniques used in marketing research. MDS is used to identify dimensions that objects are perceived by and position objects with respect to those dimensions. Conjoint analysis determines the relative importance of product attributes based on how consumers make trade-off judgments between different attribute combinations. Both techniques provide insights to help with product positioning and development.

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This presentation discusses Panadol's marketing strategy in Pakistan. It provides details on Panadol's: 1) Large market size and leading market share position. 2) Targeting of customers experiencing pain and fever. 3) Positioning as gentle on the stomach and promises of no alcohol, sugar, or aspirin. 4) Marketing mix strategies including product line extensions, competitive pricing, wide distribution, and promotional campaigns.

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15840 ses12

1. Positioning What is positioning? “The act of designing the companies offerings so that it occupies a distinct place in your target customers”

2. A perceptual map Tylenol Bufferin Excedrin Bayer Private label Anacin

3. Marketing Positioning “product X is the best Y because _______ Has to be believable by your customers Has to be believable by your competitors ? And a barrier to competition Has to be doable

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