List four ways of conducting product positioning

1. Attribute positioning
Marketers must be able to identify certain features or attributes that are desired by the consumers and emphasize on them, e.g. size, desicn, convenience, durability,, cavity fighter,, fresh teeth, white breathe, e.t.c.
2. Positioning in relation to the competitor
The best to place one’s products is close to the competitor. That is, best position is directly placed against competition, especially if the marketer has a strong market position. For example, a marketer may say, ‘we lead others follow.’ This is position 1 and the marketer offers something much better than what the others competitors offer.
3. Positioning by price and quality
Some retail shops are known for high quality merchandise at higher prices, e.g. Nakumatt, whereas others emphasize on value for money thus charging reasonable/lower prices. Marketers therefore strive to upgrade their fashion and quality image, while at the same time, retaining their image of low price, hence, ‘value for money.’
4. Positioning in relation to product use
Marketers must position their products as meeting a specific need by customer groups. e.g. if the customers wanted a product to kill germs, then the marketer should emphasize on an effective ‘germ killer.’
5. Positioning in relation to the target market
Marketers must always be looking for other markets and strive hard to provide a product that meets the local needs. Marketers must be able to adapt to the needs of every markets, since all markets exhibit different tastes and preferences. Foe example, due to the declining birth rate Johnson and Johnson have repositioned its mild baby shampoo for use by mothers, fathers and others who may wash their hair quite often. That is, they must position their products to suit each market, e.g. ‘thrill seekers.’
6. Position in relation to product class
Sometimes a company’s positioning strategy may involve associating its product with (or disassociating it from) a common class of products. For example, 7-up was positioned as non- cola to set it apart from Coca-Cola and other cola drinks. Products can also be positioned as ‘no salt, no sugar or sugar free, or as a leader in a specific market, like Omo is the leader in the detergents market.
7. Positioning using social responsibility
This is an attempt by businesses to increase their credibility and to build a reputation among its publics.

---

Titany answered the question on October 6, 2021 at 12:25