Panashe
Apr 17
With APA citations 6th edition, what are the marketing positioning strategies a company can persue and market repositioning strategies?
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Apr 17
Marketing positioning strategies that a company can pursue include:
1. Differentiation: This strategy involves creating a unique selling proposition for the product or service that sets it apart from competitors (Kotler & Keller, 2016).
2. Cost leadership: This strategy involves offering products or services at a lower cost than competitors, appealing to price-sensitive customers (Kotler & Keller, 2016).
3. Niche marketing: This strategy involves targeting a specific segment of the market with specialized products or services that meet the unique needs of that segment (Kotler & Keller, 2016).
4. Product positioning: This strategy involves positioning the product based on its features, benefits, and attributes relative to competitors (Kotler & Keller, 2016).
Market repositioning strategies that a company can pursue include:
1. Repositioning based on changing customer needs: This strategy involves identifying shifts in customer preferences and adjusting the product or service to better meet those needs (Kotler & Keller, 2016).
2. Repositioning based on competitive threats: This strategy involves responding to new competitors entering the market by adjusting the positioning of the product or service to maintain a competitive advantage (Kotler & Keller, 2016).
3. Repositioning based on market trends: This strategy involves aligning the product or service with current market trends to appeal to changing consumer preferences (Kotler & Keller, 2016).
4. Repositioning based on brand image: This strategy involves adjusting the brand image of the product or service to better resonate with target customers and differentiate it from competitors (Kotler & Keller, 2016).
Reference:
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
1. Differentiation: This strategy involves creating a unique selling proposition for the product or service that sets it apart from competitors (Kotler & Keller, 2016).
2. Cost leadership: This strategy involves offering products or services at a lower cost than competitors, appealing to price-sensitive customers (Kotler & Keller, 2016).
3. Niche marketing: This strategy involves targeting a specific segment of the market with specialized products or services that meet the unique needs of that segment (Kotler & Keller, 2016).
4. Product positioning: This strategy involves positioning the product based on its features, benefits, and attributes relative to competitors (Kotler & Keller, 2016).
Market repositioning strategies that a company can pursue include:
1. Repositioning based on changing customer needs: This strategy involves identifying shifts in customer preferences and adjusting the product or service to better meet those needs (Kotler & Keller, 2016).
2. Repositioning based on competitive threats: This strategy involves responding to new competitors entering the market by adjusting the positioning of the product or service to maintain a competitive advantage (Kotler & Keller, 2016).
3. Repositioning based on market trends: This strategy involves aligning the product or service with current market trends to appeal to changing consumer preferences (Kotler & Keller, 2016).
4. Repositioning based on brand image: This strategy involves adjusting the brand image of the product or service to better resonate with target customers and differentiate it from competitors (Kotler & Keller, 2016).
Reference:
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
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