Positioning and Re-Positioning in Marketing

Running head: POSITIONING AND RE-POSITIONING IN MARKETING
Positioning and Re-Positioning in Marketing
Name of the Student
Name of the University
Author Note

1POSITIONING AND RE-POSITIONING IN MARKETING
Response to Question 1
Positioning of a product is an important part and parcel of a proper marketing plan. It is the
way or process which is used by the marketers to regulate the best available way to advertise
the products’ characteristics to their targeted customers depending on the customer demands,
competitive pressures, availability of communication channels and cautiously arranged key
messages. Productive product positioning makes secure that the marketing messages
resounds with targeted customers and enforce them to take actions. Product positioning can
be referred as a very important mechanism for a productive marketing strategic planning. It
creates a picture of the organization’s products in the consumers’ attention, featuring the most
important advantages that makes their product different from the other products available in
the market. Product positioning also helps to identify the marks and equalities of
differentiation that helps a company’s product to accommodate the marketing standards while
contributing additional value of the consumers on key range like quality, new changes, price,
leadership, performances and many others. The positioning also helps to adjust with other
distributions and current corporate aims, as well as supplies long-term continuousness and
remain appropriate for product variations and future market plots.
The repositioning process has an unlike starting point like that of positioning process. It
judges the already established position of a brand and targets on the way to change the
positioning to develop the competitiveness. It helps in brand hitting of a particular product in
a different way already positioned for a targeted market. It helps to watch a brand’s position
over a stipulated time. This helps in evaluation of the working position about the current
position of that brand and to generate feedback to instruct future positioning strategies.
Positioning and repositioning is successful when a business has an increased rate of customer
flow. This indicates the changes has been accepted by the customers. It helps a particular

2POSITIONING AND RE-POSITIONING IN MARKETING
business to gain a stronger competitive position in this high competitive world. It also
improves the sales of a particular product or service which is either positioned or repositioned
or both. It also helps to change a target market from where the company is not earning a good
amount of revenue. Positioning and repositioning also helps to adjust the demand of the
current market in a better way. It also helps to make an entire company market-oriented, i.e.,
matching the characteristics of the product with the taste and preference of the consumers
more effectively than competing with other companies. Positioning and repositioning also
helps to manage with the changes in the market accordingly. It helps to meet the expectations
or desires of the buyers and also to promote consumer goodwill and faithfulness. One of the
prime objective is that it helps to design the promotional strategy according to the acceptance
of a particular brand by its consumers, to win the interest as well as attraction of consumers to
have a competitive advantage over its competitors, and also to attract a totally different set of
customers, so that the new product or service can be introduced successfully.
Response to Question 2
Positioning map are diagrams or pictures drawn to demonstrate the approach of the customers
of the business’ contribution based on price, quality, or other benefits of the product and the
way of comparing the perception of the consumers against the competitors.
High Price
Burberry
Gucci
High Performance Low Performance
Primark