Market Positioning

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  • Market Positioning
    • The consumer's perception of a brand or product in relation to competing brands or products.
    • Market Mapping
      • A method of analysing market position
      • Advantages 
        •  Helps firms to spot gaps in the market
        •  Can help a firm to differentiate its products
      • A grid to show two features of a market. Products are added to the grid to analyse the competition in the market
      • Disadvantages
        • Can be difficult to categorize some products and services    
        • Identifying gaps does not always mean there is a need to fill it – more research must be done
    • Product Repositioning
      • Changing customer’s perceptions 
        • E.g. Skoda
      • Repositioning to focus on a new segment    
        • E.g. Lucozade used to be a health drink and now its a sports drink

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