powerfully
By Maxwell Ranasinghe.
What is positioning
Disembodied mental image ,
specifically, a location in consumers
mind
Positioning is doing something to the
collective mind of the consumer
There is a comparative perspective in
positioning as positioning implies the
existence of something else.
The positioning is the act of creating a
perception or image or status in
buyers mind.
Positioning is used to make a specific
brand appear to be different and better
than all competing brands
Positioning brands on
ambitions, cravings,desires,
dreams, goals hopes, longings
and wishes
E.g.;-Lotteries in Sri Lanka
Luxury cars, Holidays,
designer dresses, fashion
brands,
Usage
How and when consumers use
products can help marketers position
their products
Beer- relax and unwind after a days
work
Coffee- -do-
Express sophistication by consuming
a special brand at special times.
Champagne at celebrations
Value
Coverage
Price
VAS
Image
Representative Brand
Denominating Colour-Product Attribute-Rating