Over and Under Positioning

Sometimes the terms under-positioned and over-positioned are used when highlighting positioning problems. A firm that has under-positioned a product has failed to communicate a clear positioning to the end-consumer. Almost the opposite of that problem, is referred to as over-positioning. This is where we have over emphasized one or two points of the product and the target market now has been very narrow perception of what the product offers.

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Positioning Examples

Some positioning examples and lots of information on product positioning. Many firms have a tagline that is designed to support the firm’s/brand’s identity. A review of a tagline may help provide a clear indication of the product/brand’s desired market positioning.

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Introduction to Positioning

Positioning (or product positioning) is how the product is designed to be perceived in the marketplace by the target market against its main competitors. In other words, it’s basically how consumers understand the product offering and how it differs from similar competitive offerings.

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One-to-one Marketing

One-to-one marketing is an approach that is used primarily with customer relationship management strategies/tactics usually where a firm has access to customer database information, or where a firm has the ability to tailor its offering.

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