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What is Positioning?

We look at the definition of 'positioning'.
A desk with glasses, cup of coffee and a brochure
© ULAW Business School


Once the segment has been selected, the company must decide on what will be the value proposition to the customer – in other words, how will our product be different and provide better value to the customer than any other product already available on the market. This is called product positioning and is something the company attempt to steer this but can not control.

Positioning is the perception or place the product occupies in the customer’s mind relative to its competitors. Marketers can try to influence this position by promoting features and benefits, creating an emotional connection with the product and the brand, but ultimately brands live in the minds of the consumer.

© ULAW Business School
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Strategic Marketing: Segmentation, Targeting, Positioning

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