Purchase Solution

Positioning Strategies

Not what you're looking for?

Ask Custom Question

Once a firm has chosen a target market, a positioning strategy includes particular ideas that must be communicated for the marketing program to be effective. Answer the questions using these two shoe companies: www.nike.com www.adidas.com

1. Describe each of the seven positioning strategies :
Attribute - Competitors - Use or application - Price-quality relationship - Product user- Product class- Cultural symbol
2. What is the positioning strategy each of these two websites use?
3. What evidence from each website supports your answer?
4. Do either of these sites use more than one? What makes you think so?
5. Choose only one of the sites and describe examples of tangible and intangible benefit to the consumer?
6. What component of attitude is the site designed to affect: cognitive, affective, or connotative?

Purchase this Solution

Solution Summary

The answer to this problem explains positioning strategies and the manner in which these are used in two websites. The references related to the answer are also included.

Solution Preview

1. Attribute: The positioning strategy of attributes means associating the product with an attribute. For example, a sport shoe can be associated with style.
Competitors: The positioning strategy of competitor means that the product or service is directly positioned in relationship to a competitor. The positioning can be against a competitor or away from a competitor.
Use or application: This positioning strategy means that the product is directly positioned in relations to the purpose for which the product is purchased. For example, toothpaste is positioned as the one that leads to cleanest teeth.
Price-quality relationship: In this strategy the marketer positions his product or service as one that provides the best quality for lowest possible price. The marketer tries to create an impression that his price quality combination is the best. This positioning supports several values for money strategies.
Product User: You focus on the unique characteristics of specific users. For example, "how to do" books explain to a ...

Solution provided by:
Education
  • BSc , University of Calcutta
  • MBA, Eastern Institute for Integrated Learning in Management
Recent Feedback
  • "I read your comments, and thank you for this feedback. Do I need to find other studies that applied this methodology Ive used? That's where I'm stuck at."
  • "Thank you kindly sir. "
  • "Excellent and well explained. --Thank you kindly. "
  • "Awesome notes. I appreciate you."
  • "I have the follow-up project and I will assign that to you very soon. "
Purchase this Solution


Free BrainMass Quizzes
Academic Reading and Writing: Critical Thinking

Importance of Critical Thinking

Accounting: Statement of Cash flows

This quiz tests your knowledge of the components of the statements of cash flows and the methods used to determine cash flows.

MS Word 2010-Tricky Features

These questions are based on features of the previous word versions that were easy to figure out, but now seem more hidden to me.

Motivation

This tests some key elements of major motivation theories.

Understanding the Accounting Equation

These 10 questions help a new student of accounting to understand the basic premise of accounting and how it is applied to the business world.