Marketing Analysis

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

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.

1. Think about the basis of competition: competitive positioning may be based on (a) attributes or benefit, (b) use or application, (c) product or brand user, (d) product or service class, (e) competitors, and (f) price and quality. 2. Write its positioning statement

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.

The positioning strategy should be driven by the market, rather than by the ambitions of the product champions. The source of the problem is failure to understand how consumers' value product attributes. In all, over-appreciating a breakthrough or new technology that

An important input to marketing decision making is often an understanding of how consumers “see” the firm, brand, or product relative to competitors. In setting an objective of a particular “product positioning” in the mind of the consumer, we want to check whether or not the desired positioning has in fact been achieved. This helps us assess whether the current strategy is on target, or if some “repositioning” is necessary. For example, in “Black and Decker: Power Tools” case,1 management commissioned surveys to • • Obtain tradesmen perceptions of the “overall quality” of 11 brands of tools Compare perceptions of the Black and Decker

When comparing different methods of positioning in a market environment, it is tempting to view them in terms of either 'low end' or 'high end' approaches. Wal-Mart, for example, is a large, general merchandiser which provides shoppers with little ambiance but is successful because it offers rock-bottom prices. In contrast, Tiffany offers jewelry in an exclusive environment that is desirable for consumers precisely because its name conveys style and luxury. If Tiffany's diamonds were cheap, they would lack their status as class signifiers (Levy & Weitz 2012).

Everyone needs to eat, but how we obtain our sustenance varies. Many procure their food by going to their local grocery store, corner market, or even the farmer’s stands and co-ops; while others may hunt, gather, or grow a garden. There is a variety of methods and locations to buy food, however, a large majority of the U.S. purchases their weekly, monthly, and sometimes daily groceries from chain supermarkets or grocery stores. An observational comparison analysis of two chain grocery markets that are considered vastly different lead to some striking similarities as well as some stark contrasts.

Positioning is the last stage in the Segmentation Targeting Positioning Cycle. Once the organization for example Johnson & Johnson decides on its target market. They then strives hard to create an image of its product in the minds of the consumers. The marketers create a first impression of the product in the minds of consumers through positioning. Positioning helps organizations to create a perception of the products in the minds of target audience. Going with example of Apple them the business man or women, person on the go, maybe someone who works in wall street or lower Manhattan while Samsung is for the budget friendly consumer. The middle class teacher or even police officer who doesn’t want to over spend for a quality smart phone. A great example of a unsex product is.Garnier offers wide range of merchandise for both men and women. Each of their brands has been targeted well amongst the specific market segments. Men, women, teenagers as well as older generation. Men sunscreen lotions, deodorant, women daily skin care products, hair care products and teenager’s hair color products

After differentiation comes the positioning process. Positioning is arranging for a product to occupy a clear, distinctive and desirable place relative to competing products in the minds of target consumers (Tombs & Seamons, 2013). In other words, an effective positioning is when customers would prefer to buy that company's product instead of its competitors despite other unfavorable factors of the product.

Positioning can be based on a variety of attributes. The process requires an identification of the applicable attributes and a subsequent rating of each. This aids in the determination of the product space in the positioning analysis.[15]

Position involves, designing the product(s) offered by a company to have an elaborate placement in the mind of the target market (Kotler & Armstrong, 2009). To introduce Grill Kobob restaurant product, the approaches Kotler and Armstrong describe as positioning strategy will be put into consideration. These are product, character or customer benefit, quality and price, product use or application, product user, class of product, culture symbol and competitors'.

Choose one of the category or the product group in the marketing industry. Choose some brands in that category and describe how each of them is positioned?

Positioning is developing a distinct image for the product or service in the mind of the consumer, an image that will differentiate the offering from competing ones and squarely communicate to consumers that the particular product or service will fulfil their needs better than competing brands.