Marketing September 21, 2015 Glenwood DECA attire Target Market Photos 3.1 Notes – Product Positioning Marketing Strategies Product

Marketing Concept The idea that a business should strive to satisfy customers’ needs and wants while generating a profit for the firm.

Marketing Mix The four P’s of Marketing are the basic decisions that must be made P roduct, P lace, P rice and P romotion These are the factors in a business that the owner can control in order to influence potential customers.

Positioning Your Product When you position a product, you try to get consumers to think of it in a certain way The goal of positioning is to distinguish your products from the competition

Reach positioned its Wonder Grip toothbrushes for children as being fun and easy to use. The toothbrush design has rubber thumb grips to make it easier to teach children how to brush their teeth properly. It also comes in fun neon colors.

Product Positioning Approaches In relation to the competition In relation to other products in a line By price and quality By features and benefits

Positioning Your Product in Relation to Competition Competition is number one factor in deciding where to position products It is not always a good idea to compete head to head with the industry leader – be different Avis Car Rental

Positioning Your Product in Relation to Other Products in a Line Individual products may be positioned in relation to other products in a line Often used to differentiate similar products made by the same company Hanes is positioned for upscale whereas L’eggs targets the value shopper Hanes sold in department stores L’eggs sold in grocery stores & mass merchandisers The two are positioned to reach entirely different socio-economic groups

Positioning Your Product by Price and Quality Companies can position their products by differentiating on price and/or quality

Positioning Your Product by Features and Benefits Products can be associated with a certain feature, attribute, or benefit

Product Positioning What product positioning approach(es) do you see in these commercials? #1 #2 #33 #4 #5