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4.4 Market Positioning
4.4.1 Define Market Positioning
Is your product's location in the thoughts of your customer?
Position of the Product - how people characterise the product on
key attributes
Positioning isn't something you do to a product; it's something you
do to a prospect's head.
Positioning is arranging for a product to occupy a clear, distinctive, and desirable place
relative to competing products in the mind of target market consumer. In short,
positioning is the location of your product in the mind of your customer. (Yusniza
kamarulzaman, 2013)
Figure 4.6: Integrating positioning Strategy To Marketing Mix
POSITIONING
IMPLEMENTING CHOSEN IMAGE AND APPEAL TO CHOSEN SEGMENT
PRODUCT PRICE
Premium Premium
Basic Low Price
Durable Value
PROMOTION DISTRIBUTION
Prestige Intensive
Fun Selective
Powerful Exclusive
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