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    Market Positioning

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    Sheila Mae Malesido
    1. The document discusses market positioning, which refers to determining how a business or product is viewed within an industry based on factors like price and quality compared to competitors. 2. Key steps in market positioning include analyzing industry forces, evaluating advantages of different positions, and identifying distinguishing attributes or benefits to promote to consumers. 3. When deciding on a market position, entrepreneurs must consider price and quality dimensions relative to competitors and determine whether to position the product at a higher, same, or lower price point given its attributes and benefits.

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    © All Rights Reserved
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    Market Positioning

    Uploaded by

    Sheila Mae Malesido
    40 views9 pages
    1. The document discusses market positioning, which refers to determining how a business or product is viewed within an industry based on factors like price and quality compared to competitors. 2. Key steps in market positioning include analyzing industry forces, evaluating advantages of different positions, and identifying distinguishing attributes or benefits to promote to consumers. 3. When deciding on a market position, entrepreneurs must consider price and quality dimensions relative to competitors and determine whether to position the product at a higher, same, or lower price point given its attributes and benefits.

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    Market Positioning.pptx

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    1. The document discusses market positioning, which refers to determining how a business or product is viewed within an industry based on factors like price and quality compared to competitors. 2. Key steps in market positioning include analyzing industry forces, evaluating advantages of different positions, and identifying distinguishing attributes or benefits to promote to consumers. 3. When deciding on a market position, entrepreneurs must consider price and quality dimensions relative to competitors and determine whether to position the product at a higher, same, or lower price point given its attributes and benefits.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    40 views9 pages

    Market Positioning

    Uploaded by

    Sheila Mae Malesido
    1. The document discusses market positioning, which refers to determining how a business or product is viewed within an industry based on factors like price and quality compared to competitors. 2. Key steps in market positioning include analyzing industry forces, evaluating advantages of different positions, and identifying distinguishing attributes or benefits to promote to consumers. 3. When deciding on a market position, entrepreneurs must consider price and quality dimensions relative to competitors and determine whether to position the product at a higher, same, or lower price point given its attributes and benefits.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 9

    Market

    Positionin
    g
    • Simply refers to the process
    of determining the place of
    the business in the industry
    • The entrepreneur must
    Business conduct industry analysis of
    Positioning the different forces that are
    strong in the industry in
    order to determine the
    correct position of the
    proposed venture.
    • Refers to the process of
    arranging a product to
    occupy a clear, distinct
    Market and desirable place in
    relation to other
    Positioning competing products in
    the mindset of target
    consumers. (Kotler &
    Armstrong, 2013)
    How is the product viewed by the consumers
    in the market? Is it reasonably priced or not?
    1. The entrepreneur
    Steps in determines if the market
    position is distinct from
    determining the others
    process of 2. The entrepreneur
    market evaluates the advantages
    or benefits of every
    positioning of possible market position
    the product 3. The entrepreneur decides
    on the market position
    Once the target position in terms of
    price and quality dimensions has been
    evaluated, the entrepreneur determines
    Evaluating the advantages, benefits, and attributes
    of the product.

    the benefits
    of every There are no specific rules on how many
    attributes or benefits the product must

    Market have

    Position
    The entrepreneur must strongly
    promote the said attribute or benefit to
    the consumers.
    Identifiable – the
    The following are benefit or attribute is
    easily associated with
    Beneficial – the

    criteria may be
    the product. The
    attribute provides
    customers should be
    valuable benefits to
    able to easily identify
    the target consumers
    considered in any benefit that can be
    derived from the
    product
    identifying the
    attributes or
    benefits to be
    Efficient and rewarding
    Distinctive advantage – – the cost in attaching
    the attribute is distinct the attribute or value

    promoted to the product and can


    hardly be copied by the
    competitors
    to the product is not
    higher than the
    expected benefits in
    terms of profit.
    Deciding on the market position

    The last phase of market


    There are two basic
    positioning after
    dimensions that must be
    differentiating the product
    seriously considered in
    from the others in terms of
    deciding the market position
    benefit or attribute is to make
    of the product. These are
    a decision on where to
    price and quality
    position the product
    1. Will the product be sold at a higher
    price due to its attributes and
    Guide benefits?
    2. Will the product be sold at the
    Questions in same price as the competitor’s
    price in spite of its benefits?
    Deciding the 3. Will the product be sold at the
    Market same price as the competitor’s
    because they have similar benefits?
    Position of the 4. Will the product be sold at a lower
    price because it offers less
    Product benefits?
    5. Will the product be sold at a higher
    price even if it offers less benefits?

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