Consumer Behavior - Market Positioning

Market Positioning means selecting a marketing mix that is most suitable for a target market segment. The following illustration shows a product positioning map.

The position of a product is the sum of those attributes normally recognized by the consumers − its position, quapty, quantity, the type of people, strengths, weaknesses, threats, etc. "A product s position is how potential consumers see the product", and it is expressed proportional to the position of the competitors.

Positioning is a podium for the brand. It faciptates the brand to get through the mind of the target consumer groups. The position of a brand has to be dipgently guarded, maintained, and managed.

Example − Watches pke “Guess” are positioned as luxury brands, thus they are quite expensive and treated as a status symbol. If Guess reduces its prices, it loses its real image and potential customers.