Question 2 (b)
Product positioning, how it differs from targeting, and targeting strategies
9 marks
- Time to write
- About 18 minutes
Question
Question 2 (b) · 9 marks'Though positioning is done to the product but is aimed at the mind of the prospective consumer.' Discuss this statement, drawing on the concept of positioning a product. How is it different then market targeting? With examples, explain the various targeting strategies.
Reworded from the university paper; the task is the same. The original paper belongs to the University of Delhi. See DU's question bank.
Before you write
Read off the question and its marks
Read from the question
- How is it differentSet the differences out in a table, basis by basis, not as two separate essays.
- With examplesExamples are asked for: one short example with each point.
Write it in this order
- Read; underline the asks; jot your points 1 min
- 1 The statement and the concept of product positioning 3 marks 5 min
- 2 Difference between positioning and market targeting 3 marks 5 min
- 3 Targeting strategies with examples 3 marks 5 min
- Check: every ask answered, key terms underlined 2 min
Short on time? Trim steps 1–3 evenly rather than skip one: each is capped at its own marks.
Try it first. About 18 minutes for 9 marks. Write it out, then open the solution.
Solution
Hover or tap a marked figure, like 72,000, to see how it is made and where else it appears.
The statement and the concept of positioning
Positioning is the effort to make target buyers think of a product in one particular, favourable way that sets it apart from its rivals. The statement makes an important point: the marketer works on the product (its features, design, price, packaging, name and communication), but the result that matters is the image formed in the prospective consumer's mind. A product's position is what consumers think of it, not what the company says about it. The firm can only influence that perception by choosing a basis of difference that matters to the target buyers and communicating it consistently.
1Among twenty identical packs, her hand goes straight to the one that owns its shelf.
PositioningMake target buyers think of a product in one particular, favourable way that sets it apart from its rivals
2On the late train home, his phone is the one still awake—the battery phone.
Attribute or feature positioningA phone positioned on the longest battery life
3And at tea-time, one biscuit has made the tea tray its home.
Use or application positioningA biscuit for tea-time
Positioning involves: identifying possible competitive advantages; choosing the ones that buyers value and rivals cannot easily match; stating a positioning statement; and delivering it through the whole marketing mix. A toothpaste that consistently stresses cavity protection, a car brand known for safety and a budget airline known for low fares and punctuality all hold clear positions.
Positioning and market targeting compared
| Basis | Market targeting | Positioning |
|---|---|---|
| Meaning | Evaluating segments and selecting one or more to serve | Creating a distinct place for the product in the chosen segment's minds |
| Question answered | Whom shall we serve? | How shall we be seen by them, compared with competitors? |
| Sequence | Comes after segmentation and before positioning | Follows targeting |
| Focus | The market and its segments | The product and its image relative to rivals |
| Output | A target market | A value proposition and positioning statement |
So targeting chooses the customers, and positioning decides what the firm will stand for in those customers' minds.
- Undifferentiated (mass) marketing. The firm ignores segment differences and offers one product to the whole market, stressing common needs; for example, a basic salt or sugar brand sold in one form everywhere. It saves cost but is hard to sustain against focused rivals.
- Differentiated (segmented) marketing. The firm targets several segments with a separate offer for each; for example, a two-wheeler maker selling commuter, premium and electric models to different buyers. It raises sales but also costs.
- Concentrated (niche) marketing. The firm seeks a large share of one or a few small segments; for example, a brand selling only organic baby food. It builds deep knowledge of the segment but carries high risk if the niche shrinks.
- Micromarketing (local and individual marketing). Offers are tailored to local areas or even individual customers; for example, regional flavours of a snack, or an online store recommending products for each user.
The choice depends on the firm's resources, how varied the product and market are, the stage of the product life cycle and competitors' strategies.
Positioning is done through the product but succeeds only in the consumer's mind; it follows targeting, which decides whose mind the firm is trying to win.
Where the 9 marks sit
| # | Component | Marks |
|---|---|---|
| 1 | The statement and the concept of product positioning | 3 |
| 2 | Difference between positioning and market targeting | 3 |
| 3 | Targeting strategies with examples | 3 |
| Total | 9 |
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