Panashe
Apr 12
Citing using the APA referencing style, what are the marketing positioning strategies a company can persue and marketing repositioning strategies using 6th edition?
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Apr 12
Marketing positioning strategies refer to the ways in which a company positions its products or services in the minds of consumers. According to Kotler and Keller (2012), there are several positioning strategies that a company can pursue, including:
1. Product attributes and benefits positioning: This strategy involves highlighting the unique features and benefits of a product or service to differentiate it from competitors.
2. Price and quality positioning: This strategy involves positioning a product or service based on its price and quality relative to competitors.
3. Use or application positioning: This strategy involves positioning a product or service based on how it can be used or applied by consumers.
4. Product user positioning: This strategy involves positioning a product or service based on the type of consumer who uses it.
5. Competitor positioning: This strategy involves positioning a product or service in relation to competitors, such as being the market leader or the low-cost alternative.
Marketing repositioning strategies, on the other hand, refer to the ways in which a company can change the positioning of its products or services in response to changes in the market or competitive landscape. According to Kotler and Keller (2012), some marketing repositioning strategies include:
1. Changing product attributes or benefits: This strategy involves altering the features or benefits of a product or service to better meet the needs of consumers.
2. Changing price or quality positioning: This strategy involves adjusting the price or quality of a product or service to better compete with rivals.
3. Changing target market positioning: This strategy involves shifting the target market for a product or service to reach new or different consumer segments.
4. Changing competitor positioning: This strategy involves repositioning a product or service in relation to competitors to gain a competitive advantage.
Overall, marketing positioning and repositioning strategies are essential for companies to effectively differentiate their products or services in the marketplace and respond to changing consumer preferences and competitive pressures.
Reference:
Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Upper Saddle River, NJ: Pearson.
1. Product attributes and benefits positioning: This strategy involves highlighting the unique features and benefits of a product or service to differentiate it from competitors.
2. Price and quality positioning: This strategy involves positioning a product or service based on its price and quality relative to competitors.
3. Use or application positioning: This strategy involves positioning a product or service based on how it can be used or applied by consumers.
4. Product user positioning: This strategy involves positioning a product or service based on the type of consumer who uses it.
5. Competitor positioning: This strategy involves positioning a product or service in relation to competitors, such as being the market leader or the low-cost alternative.
Marketing repositioning strategies, on the other hand, refer to the ways in which a company can change the positioning of its products or services in response to changes in the market or competitive landscape. According to Kotler and Keller (2012), some marketing repositioning strategies include:
1. Changing product attributes or benefits: This strategy involves altering the features or benefits of a product or service to better meet the needs of consumers.
2. Changing price or quality positioning: This strategy involves adjusting the price or quality of a product or service to better compete with rivals.
3. Changing target market positioning: This strategy involves shifting the target market for a product or service to reach new or different consumer segments.
4. Changing competitor positioning: This strategy involves repositioning a product or service in relation to competitors to gain a competitive advantage.
Overall, marketing positioning and repositioning strategies are essential for companies to effectively differentiate their products or services in the marketplace and respond to changing consumer preferences and competitive pressures.
Reference:
Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Upper Saddle River, NJ: Pearson.
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