Study Notes for Repositioning

What is repositioning?

Repositioning is the task of implementing a major change the target market’s perception of the product’s key benefits and features, relative to the offerings of competitive products.

Why repositioning is used?

  • Changes in consumer needs and lifestyles
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Study Notes for Perceptual Maps

What is a perceptual map?

A perceptual map is of the visual technique designed to show how the average target market consumer understands the positioning of the competing products in the marketplace.

The following chart is an example of a … Read more...

Study Notes for Positioning Examples

Main positioning categories

  • By product attribute
  • By user
  • By product class
  • Against competition
  • By use or application
  • By quality or value
  • By using a combination of the above options

How to choose the best positioning approach?

  • Market gaps – is
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Study Notes for Positioning

What is positioning?

Positioning is defined as the target market’s perception of the product’s key benefits and features, relative to the offerings of competitive products.

The important aspects of this definition are:

  • Positioning is the perception held by consumers
  • The
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