1. Understanding Product/Service Positioning

2. Market Identification
Process of identifying the market and most profitable areas in which to offer a product or service
Market refers to people who share similar needs and wants and have ability to purchase
Target Market refers to the group of customers towards which marketing efforts are aimed

3. What is Target Marketing?
Knowing EXACTLY WHO will/ or who does buy your proud
Knowing EXACTLY HOW to reach them
Identifying those customers by segmenting the market
Marketing based on research of hobbies, interests, needs and ability to purchase the product

4. Positioning Marketing Strategy
Process of Identifying Market Niche for product/brand and getting it established
Make a brand occupy a distinct position in the mind of the customer, in comparison to the competition.

5. Relationship of Positioning to Target Market
Positioning creates an image of product or service in mind of customer
The customer has been “targeted” – or is identified as the target market
Positioning is NOT what a company does to a product, but what the company does to a target customer’s mind!

6. How to Position Identify Competitors
Assess Consumers’ Perception of Competitors
Determine Competitors’ Positions
Analyze the Consumers’ Preferences
Make the Positioning Decision
Monitor the Position

7. Class Activity Select a product
Identify the market for the selected product
Identify competition of selected product
Determine the product’s position relative to those of the competition
Identify the target market of the selected product
Determine most effective channels to position the selected product
Create a PPT presentation to deliver to the class that summarizes your research (50 points)