Product Positioning: Showcasing Value by Mind Games

Posted in Marketing & Strategy Articles, Total Reads: 6699 , Published on 27 May 2011

There are many things which are integral part of the lives of every person. Many products and services are used each and every day by people across the world. To name a few, soaps, soft drinks, skin-creams, automobiles, apparel etc are products which every person uses daily. Despite this, under each category there are several products which although might be similar in quality, utility and price, try to create their space in the competitive market. And this concept in marketing of creating a unique image of a product in the minds of the customer is known as Positioning.


Positioning in the mind

Positioning is a concept followed by marketers to create an image in the mind of customers about their product, brand, service or organization. In marketing, the positioning concept is followed after the segmentation of the market and creating a target group for their product, which is collectively known as STP. After selecting a niche market, positioning helps to create an impression in the customers mind.

Lets us consider an example of a simple category like soaps. Soaps are products which are basically used for cleansing the body and different brands have similar product quality, composition, price etc. This is where positioning helps in differentiating the products which is aimed at different markets and eliminates the similarities. Soaps can be classified as beauty soaps for women, healthcare soaps to fight germs, less-harmful soaps for children, anti-perspirant soaps for sporty people etc. Thus, positioning creates a different perception in the mind of the customers, which helps in effectively targeting their products to their audience.

Positioning concepts can be broadly classified as functional positioning, symbolic positioning and experiential positioning. These concepts can be understood as below:


• Functional Positioning: This is used when the products provide solutions to problems and provide benefits to customers.


• Symbolic Positioning: This is useful for creating a brand image which helps create brand equity, a sense of social belongingness and ego-identification.


• Experiential Positioning: This creates sensory and cognitive simulation in the minds of the customer.


Re-positioning is another concept which organisations use to recreate or change the image of a brand or a product in the mind of the customer. For e.g. Blackberry repositioned itself from a business phone to multi-utility phone for the youth, Cadburys repositioned itself from being chocolates for children to a product for spreading love and happiness amongst people of all age groups.

Competition is today's world is all about innovation and creating breakthrough products. But each product too has severe competition. And this is where positioning is essential in creating a unique image by playing with the customer’s mind.




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