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Positioning

This document discusses positioning from three perspectives: 1) an enterprise perspective where the enterprise positions itself to target a specific market, 2) a competitive perspective where the enterprise differentiates itself from competitors, and 3) a customer perspective where customers perceive the enterprise's products. It also discusses using latitudinal and longitudinal mapping to chart an enterprise's positioning relative to competitors in the market. Finally, it discusses how enterprises establish positioning through building brands that differentiate products, avoid a commodity image, and occupy space in customers' minds.

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Jhay Seresac
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83 views

Positioning

This document discusses positioning from three perspectives: 1) an enterprise perspective where the enterprise positions itself to target a specific market, 2) a competitive perspective where the enterprise differentiates itself from competitors, and 3) a customer perspective where customers perceive the enterprise's products. It also discusses using latitudinal and longitudinal mapping to chart an enterprise's positioning relative to competitors in the market. Finally, it discusses how enterprises establish positioning through building brands that differentiate products, avoid a commodity image, and occupy space in customers' minds.

Uploaded by

Jhay Seresac
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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POSITIONING Prepared by:

Group 1 / 12-General
Azarcon, Jeneste Ace
Caseres, John Jerick
Dometita, James
Flores, Arel
Longkino, Criss Evan
Positioning
in the context 1. First, positioning has an
enterprise perspective. The
of a
enterprise scans the market
marketing
environment and decides to
battle plan,
position itself with products that
has three specifically address the needs of a
overlapping chosen target market.
objectives:
Positioning
in the context
2. Second, positioning has a
of a
competitive perspective. The
marketing
enterprise has to differentiate and
battle plan,
distinguish itself from its
has three competitors.
overlapping
objectives:
Positioning
in the context 3. Third, positioning takes the
of a customers’ perspective.
marketing Positioning is the way the
battle plan, customers perceive the enterprise
has three and its products or services in their
overlapping minds.
objectives:
 Enterprises can establish their positioning
either by starting with their own product
creations or with their customers’ outcome
expectations.

 The competitors will always be part of the


positioning equation, whether the enterprise
starts with the product or the customer
perspective.
The competitive
landscape of the
enterprise,
relative to the  LATITUDE  LONGITUDE
market, can be - lays out what is - In the marketing
clearly mapped important to the map represents the
out by laying out different customer product features
segments from their and attributes of
both the differing points of competitors in the
latitudinal and view. marketplace.
longitudinal
market
dimensions.
 In determining its positioning, the enterprise
should be mindful of the main value
proposition (MVP) to its customers relative
to its competitors.
 In determining the MVP;
- the enterprise must assess its products from
the customers’ viewpoint.
- It must evaluate other six Ps of marketing
3 Purposes of Branding
To establish the 1. To differentiate the product from other
positioning of its products.
various products in
the marketplace, the 2. To avoid a commodity image for the
enterprise endeavors product
to build the brand of
each product.
3. To fill a space in the consumer’s mind
that would prevent other products from
occupying the same space.
THANK YOU!

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