Management

Due to the globalization of the economy, there has been great competition in the business sector. The basic human desire to challenge new limits and capture as much market as it is possible has given a new dimension to the concept of marketing - brand positioning. To position a brand requires making choices; whereas having a position means people will prefer a brand over another. A brand can be positioned in several ways: offering a specific benefit, targeting a specific segment, price or distribution. Despite the fact that positioning is considered by both academics and practitioners to be one of the key elements of modern marketing management, it is surprising to uncover general paucity of consumers/customers derived studies regarding

Positioning, to marketers, means they drive their “better” product to a particular audience. This strategy is important to marketers because, they use this technique to increase their sales by convincing their audience that their product is better than the competing brand. A product I buy that is “positioned” to me is The North Face backpack. As a student, North Face are popular around campus. When someone sees a North Face backpack, they assume you might have a little money. The backpack has many compartments and zippers. Inside the larger pocket, there is two padded slots, one for a laptop and the other for a smaller tablet or ipad. The back of the backpack is padded as well for comfortability. Depending on the style, there are two bottle

Positioning is complex concept that does not involve creating something original, but to make your alter your consumer idea of your brand. WIth that being said, a major part of positioning is targeting a narrow audience. For universities like Lindenwood, who have a huge athletic program, that means targeting football players and manipulating them into thinking they have a great football program because they have had players drafted in the past. If Lindenwood can successfully do that, that would create a higher interest for football players, which would lead to more recruites, a better football program, and a larger profit for the school.

Developments of a more appealing offer for each segment so that the customers are more likely to be delighted or at least satisfied. Positioning is the process of placing the product in a clear distinctive and desirable place in the mind of the competitors in order to gain an upper edge.

In conclusion, positioning is a strategic way of selling products geared towards the desires of wanting, needing, owning and obtaining something great. Positioning is how a company presents and differentiates itself, and its product, from competition in order to gain and keep prospective buyers. So it is safe to say that positioning is a strategic way in winning the hearts and minds of consumers for their confidence, and their

A well-positioned company will give themselves a competitive edge over other companies in the market they are in and ultimately raise the company’s overall profit. If a company does not execute this strategy correctly then the company may lose their economical edge on their competitors. This is a very important concept when entering a new market and could determine if your company will succeed in said market. When a company is brainstorming ways on how they want to be seen in the public’s eyes there are many determinates to be considered. When they are deciding on how they have to think about the company as a whole and what values the company stands for. The characteristics the company should look for when determining the positioning strategy is that they have to decide on what type of product they are going to sell and establish a consistency within the products they sell. Secondly the company has to consider the pricing of their products, this is very important because it defines what type of consumers you want to buy your product. Finally you have to analyze you company as a whole. What do you want your company to be seen as in the public’s eye, you have to ask yourselves what our company is doing differently than other competing company. By examining Nordstrom, an upscale fashion retailer, we can conclude that Nordstrom has effectively positioned themselves in the market they are established in.

Positioning means where a brand stands in the eyes of its target audience. Positioning helps the marketers in giving them a proper strategy and makes the target audience view a brand in the same manners. It focuses on priority or aim of the company. In the case of Nucor Corporation, it changes its positioning and came up with new, innovative strategies and products for its potential buyers (Brandeo.com, p. 2).

Positioning is the process of designing the company’s offering and image to occupy a distinctive place in the minds of the target market (Kotler and Keller, 2006). Scientists Etzel, Walker and Stanton (1997) refer positioning as the management’s ability to bring attention to a brand and to differentiate in its favorable way from similar products in different brands. However, Ries and Trout (1986) emphasizes that positioning is not what is done to product/brand, positioning is what you do to the mind of the prospect. According to Vukasovic (2009), the positioning of a brand is ultimately depends on the consumer, and how they perceive the overall quality, attributes, value, price, and image of the brand. In short,

Positioning refers to drawing projected image of the product in the minds of customers. For this segment, TFC should focus on the female and must position itself as a low cost charger of subscriber fee in comparison to the competitors. Secondly, as a distinctive channel that has all the latest news, features and information related to the fashion world (Peter & Donnelly, 2002).

Marketing represents a fundamental pattern of thought and action management. Conceptual marketing begins with a vision. This serves as the firm’s principle values, and motivation for owners and staff. Vision not only means attractive ideas, but the firms cohesive visions and goals. Marketing is a business concept that is based on “the assumption that the market determines all business activities that a company pursues in order to achieve its business objectives.” The implementation of marketing involves analyzing the goals, strategies, job acquisitions and communication efforts. Marketing enables architects to create new paths when practicing in the profession to showcase their competency; it also creates a bridge to maneuver into new fields to enhance their image. This is what is takes to position the firm into the market. Positioning is “striving for a position on the market and among the public that has yet to be attained. It is based on the competencies that were processed in an analysis of the

Strategy positioning can be define as a difference on the supply side, that is to say a difference in activities. By choosing a strategy, the company chooses a unique and valuable position, with different activities from its competitors.

Constructing strong brands and positioning brand are key marketing activities for companies, allowing premium pricing and making extensive distribution easy to attain. Brand positioning is trying to achieve a market niche for a brand or product using traditional marketing placement strategies i.e. price, promotion, packaging, distribution and competition. Brand loyalty helps make and withstand high sales and profits. This increased value is called brand equity. For instance, McDonalds builds its brand by constantly changing its happy meals e.g. Tom and Jerry themed happy meal early this year.

These are the simplest ways to describe marketing, which continuously evolve and keep changing. The basic idea of marketing is to convey an idea. Unlike a mathematical question, which has a definitive solution and answer, there is no correct answer to the marketing question – “what is the best and effective way to convey an idea”.

4. Hooley, G., Piercy, N. and Nicoulaud, B. (2008). Marketing strategy and competitive positioning. 1st ed. Harlow: Financial Times Prentice Hall.

Hooley, G., Plercy, N., and Nicoulaud, B., (2012) Marketing Strategy and Competitive Positioning, 5th ed., FT Prentice Hall, p18.