Its purpose is to create a unique product position that a product be taken in the minds of consumers, to decide the utmost their problems.
There are several positioning strategies, depending on where the company focuses on marketing efforts - the consumer or to a competitor.
Positioning, with its emphasis on user can be accomplished through two strategies:
- Convergent strategy of positioning adjustments reflected in the proposed idea of an ideal product to consumers
- Divergent positioning strategy, consisting in adapting the idea of the ideal position of consumer product offerings.
Position, with its emphasis on competitors is also possible to take place through two strategies:
- Competitive position - occupying a position near one of the existing competitors and start fighting for market share.
- The anti-competitive position - occupying a position free from competitors by offering to fill until a device.
Decisions on placement can apply both to new products, and for those already on the market. It is about repositioning of existing products, which the company aims to build a more favorable view of the consumer.
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