Product Positioning and Product Repositioning
Definition:
This refers to a place a product offering occupies in consumers' minds on important attributes, relative to competing offerings.
How new and current items in the product mix are perceived, in the minds of the consumer, therefore reemphasizing the importance of perception!!
New Product--need to communicate benefits
Established Products--need to reinforce benefits
Ideal Characteristics
Need to introduce products that possess characteristics that the target market most desires, ideal. Product positioning is crucial.
Consumers desires refer to the attributes consumers would like the products to possess--IDEAL POINTS.
Whenever a group of consumers has a distinctive "ideal" for a product category, they represent a potential target market segment.
A firm does well if its attributes (of the product) are perceived by consumers as being close to their ideal. The objective is to be "more ideal" than the competitors.
Each product must provide some unique combination of new features desired by the target market.
Instead of allowing the customer to position products independently, marketers try to influence and shape consumers concepts and perceptions.
Marketers can use perception maps.
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