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  • Positioning STP

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    shaurya.bhargava
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    The document discusses product positioning and re-positioning strategies. It defines positioning as how a product is defined by consumers based on important attributes relative to competitors. Re-positioning involves positioning an existing product with new features or applications, often due to changes in the marketing environment. When choosing a positioning strategy, companies should identify competitive advantages, select the right advantage to focus on, and then choose a strategy like distinctive, pre-emptive, or affordable based on a SWOT analysis, product attributes, target market segment, and performance goals.

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    Positioning Stp

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    The document discusses product positioning and re-positioning strategies. It defines positioning as how a product is defined by consumers based on important attributes relative to competitors. Re-positioning involves positioning an existing product with new features or applications, often due to changes in the marketing environment. When choosing a positioning strategy, companies should identify competitive advantages, select the right advantage to focus on, and then choose a strategy like distinctive, pre-emptive, or affordable based on a SWOT analysis, product attributes, target market segment, and performance goals.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    3 views4 pages

    Positioning STP

    Uploaded by

    shaurya.bhargava
    The document discusses product positioning and re-positioning strategies. It defines positioning as how a product is defined by consumers based on important attributes relative to competitors. Re-positioning involves positioning an existing product with new features or applications, often due to changes in the marketing environment. When choosing a positioning strategy, companies should identify competitive advantages, select the right advantage to focus on, and then choose a strategy like distinctive, pre-emptive, or affordable based on a SWOT analysis, product attributes, target market segment, and performance goals.

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    © All Rights Reserved
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    of 4

    Fundamentals of Marketing

    Management
    BBA (FIA) 1B
    Kajol
    Assistant Professor
    Shaheed Sukhdev College of Business Studies
    University of Delhi
    Positioning
     “A product’s position is the way the product is defined by consumer on
    important attributes- the place the product occupies in consumers’ minds
    relative to competing products.”
    - Philip Kotler & Gary Armstrong
    Re-Positioning
     Positioning a product again (a product already positioned) with fresh
    features or application

     Reason of re-positioning
    Dynamic marketing environment
    How to choose a Positioning Strategy?

    Identify all possible


    Product
    competitive performance Product design Reliability Durability
    advantages

    Choose a
    right Distinctive Pre-emptive Affordable Profitable
    Communicabl
    competitive e
    advantage

    Select positioning Market


    SWOT Attributes of
    segment
    strategy Analysis the product
    analysis

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