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Positioning
Positioning refers to placing a brand in that part of the market where it will have a favorable reception compared to competing brands Subash Jain A products position is the place the position occupies in consumers minds relative to competing products. Philip Kotler

Generic Positioning Strategies

Our product is unique
e.g. Raffles Hotel (oldest hotel); Westin Hotel (tallest hotel)

Our product is different

e.g. Listerine (kills germs) Amex Blue credit card (6-month rate of 15.9% vs the market rate of 24%)

Our product is similar

e.g. Thai fragrant rice

Approaches to Positioning
By attributes
e.g. Singapore Airlines (first class comfort)

By benefits
e.g. Citibank Credit Card (7/24 availability)

By price/quality By usage or application e.g.100Plus (fluid

replenishment in sports) By users e.g. Johnson Baby Shampoo;

By product class
e.g. Camay soap (with bath oilsnot just soap) By competitors e.g. Avis against Hertz

Perceptual Map
High Price

G
Low C Quality

D
B
High Quality

F
Low Price

Perceptual Map
High Price

G
Low C Quality

D
B
High Quality

F
Low Price