On your next visit to the supermarket, select a product category and make notes on the packaging of several different brands with regard to the positioning of each with that category.
Let us first define what marketing mix is:
place - where the product is sold
product - what the product consists of
people - who will buy it
promotion - what is used to sell it
So I think an interesting product category is breakfast cereals. There is so much diversity in this category that it will be clear to illustrate the differentiation in products.
Cereal 1: toddler cereal called Nurtios. Specifically formulated for toddlers. Branded as a healthy cereal and snack for toddlers. The packaging has a happy smiling baby and is quite simple.
POSITIONING: for mothers who want to provide their babies with a high quality, healthy cereal
Cereal 2: Any kids cereal. Bright, colourful packaging. Free toy inside. Often a cartoon character. The flavor of the cereal is often irrelevant, it is the quality and brightness of the packaging that rules
POSITIONING: Kids asking their parents to buy it for them
Cereal 3: Adult ...
The following posting helps with problems involving product categories and position strategies.