1. Positioning
Positioning refers to how customers think about brands in the marketplace. Without positioning, all products would seem identical and price would be the only differentiator. All Four P’s can be managed to affect the brand positioning.

2. Positioning Map For Soaps
High moisturizing
Zest
Lever 2000
Safeguard
Dial
Lifebuoy
Tone
Dove
Lux
Coast
Lava
Nondeodorant
Deodorant
Low moisturizing

3. Differentiation and Positioning Positioning Map

4. Positioning - Let’s fill out a positioning map for the sports car market.
High Price
“Classic”
Exotic
Low Price

5. Positioning
Positioning analysis helps marketers understand how customers see the market.
It matters what the customers think, not what marketers think
It may lead marketers to combine segments into larger segments and position their product in multiple ways
McDonald’s is good at creating ads that use the same products to appeal to different segments (families, singles, young people, ethnic groups)

6. What is the Product Position?

7. P&G
P&G Video and discussion

8. iPad Position and Target Markets
How is iPad positioned in the marketplace? “iPad is….”
Who are iPad’s competitors?
What are iPad’s target markets? Be very specific about how you define them (demographics, geographic and behavioral). Make sure you think of at least three distinct target markets.

9. Product Positioning Map
With a partner (2 people only!), pick one product category below
On paper or your computer, draw a product positioning map
Select the two dimensions you want to compare and write them on the map
Write down the high and low values for each dimension (e.g. high price vs. low price)
Enter various brands/products on the appropriate place on the map. You must have at least 6 brands/products on your map
Choose from these categories: Sneakers, Cereals, Fast/Casual Food, Sedans (Nissan Maxima, Honda Accord, etc.), Beverages (Coke, Gatorade, Vitamin Water, etc.)