Global Positioning Strategies
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1. Colgate Total toothpaste is positioned as the brand that addresses all aspects of oral health. Such positioning is very important from the business point of view. How does positioning help in deciding on a marketing strategy? What are the differences between using "attribute or benefit" and "quality and price" as positioning strategy?
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Solution Summary
The answer to this problem explains positioning strategies in global marketing. The references related to the answer are also included.
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1. Positioning helps in deciding on a marketing strategy in several ways. The positioning provides a direction which the marketing strategy must support. if a brand is positioned as a premium brand, the marketing strategy must support it. The quality of the product must be exceptionally high, the pricing must be premium, the retailers must be those that sell high quality product, and the advertising must be done through media perceived as high-class.
The differences between "attribute or benefit" and "quality and price" as positioning ...
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- BSc , University of Calcutta
- MBA, Eastern Institute for Integrated Learning in Management
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