Marketing Question

Question

What criteria should a positioning strategy satisfies?

Answer 1

最愛解答

A positioning strategy should satisfy these criteria

-Confused positioning, where buyers are unsure of what the organization/seller stands for

-Over-positioning, where consumers percieve the organization's products as being expensive and fail to recognize the full breadth of the range.

-Under-positioning, where the message is simply too vague and consumers have little real idea of what the organization stands for.

In order to select the most effective market position, the strategist needs to begin by identifying the structure of the market and the positions currently held by competitors

However, positioning strategies can be in 6 major ways

Positioning of product or service

by attributes,

by price & quality,

by competitor,

by application,

by product user, and

by product class

資料來源： Strategic MM by Wilson & Gilligan