Marketing Positioning

• Market Positioning is arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.
In positioning its product, the company first identifies possible competitive advantages upon which to build the position. To gain competitive advantage, the company must offer greater value to target consumers. It can do this either by charging lower than competitors do or by offering to justify higher prices. But if the company positions the product as offering greater value, it must them deliver that greater value. Thus, effective positioning begins with actually differentiating the company's marketing offers so that it gives consumers value. Once the company has chosen a desired position, it must take strong steps to deliver and communicate that position to target consumers. The company's entire marketing program should support the chosen positioning strategy.
• 4Cs
Customer solution
Customer cost
Convenience
Communication
• 4Ps
Product
Price
Place
Promotion