Positioning and the Marketing Mix

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Connecting positioning and the marketing mix

Product positioning goals are only as effective as the marketing mix that supports them. While positioning aims to shape the target market’s understanding and perception of a product, achieving this requires alignment across all elements of the marketing mix—not just the promotional mix.

The Role of the Marketing Mix in Positioning

Positioning is the promise a brand makes to its target market, and the marketing mix is the set of tools used to fulfill that promise. Each “P” in the marketing mix (Product, Price, Place, Promotion) must consistently reinforce the intended positioning. If any element of the marketing mix is inconsistent, it can dilute the positioning or confuse consumers, undermining the overall strategy.

  1. Product Mix:
    The product itself is the foundation of positioning. Features, design, quality, packaging, and branding must align with the intended positioning. For example:

    • A luxury car brand positioned on performance and prestige must deliver on high-quality engineering, premium materials, and cutting-edge technology. Anything less will fail to meet the expectations set by the positioning.
    • A value-brand detergent positioned on affordability must ensure product packaging, size, and quality meet the expectations of budget-conscious consumers.
  2. Price:
    Price communicates value and contributes directly to positioning. It must align with the perceived image of the product:

    • A high price can reinforce a premium or luxury positioning, as seen with brands like Rolex or Louis Vuitton.
    • A low price supports positioning based on affordability and value, as in the case of discount retailers like Walmart.
    • Inconsistent pricing—such as premium-priced products with average features—can confuse consumers and weaken the brand’s positioning.
  3. Place (Distribution):
    The availability and distribution strategy of a product must reflect its positioning:

    • Exclusive positioning (e.g., luxury goods) often relies on limited distribution through exclusive stores or high-end retailers to maintain a sense of scarcity and prestige.
    • Mass-market positioning (e.g., everyday consumer goods) requires widespread availability across multiple channels to maximize accessibility.
    • Inconsistent distribution—such as a luxury product sold in discount outlets—can damage brand equity and misalign consumer perceptions.
  4. Promotion (IMC/Promotional Mix):
    Promotion communicates the positioning to the target market, ensuring the message resonates with consumers:

    • The tone, messaging, and platforms used for promotional campaigns must reflect the product’s intended positioning. For example, a premium brand may emphasize emotional storytelling in high-production-value ads, while a budget brand may focus on direct value messaging.
    • If promotional efforts overpromise or fail to align with other elements of the mix, they risk creating a disconnect between expectations and reality, damaging credibility.

Importance of Consistency

Consistency across the marketing mix is critical for effective positioning. An inconsistent marketing mix can:

  • Confuse the Marketplace: If different elements of the mix send mixed signals, consumers may struggle to understand what the product stands for.
  • Dilute Brand Equity: Misalignment can weaken the overall perception of the brand, reducing its ability to compete effectively.
  • Limit Repeat Sales: Inconsistent delivery on the positioning promise—such as a product that fails to meet expectations set by pricing or promotion—can erode customer trust and loyalty.

Aligning Marketing Mix with Positioning Goals

When the desired positioning is clearly defined, determining the elements of the marketing mix should become more straightforward. For example:

  • A product positioned as eco-friendly will need sustainable materials (Product), competitive pricing for green-conscious consumers (Price), availability in environmentally friendly retailers (Place), and messaging that emphasizes its environmental benefits (Promotion).
  • A tech product positioned as innovative must deliver cutting-edge features (Product), a premium price point that communicates advanced quality (Price), availability through trusted technology retailers (Place), and promotional efforts showcasing its unique capabilities (Promotion).

Challenges in Implementation

While aligning the marketing mix with positioning goals may seem conceptually simple, execution often presents challenges:

  • Resource Limitations: Achieving consistency across the mix requires significant investment in product development, distribution channels, and promotional campaigns.
  • Market Dynamics: Competitive pressures and consumer behavior shifts may require ongoing adjustments to maintain alignment with positioning.
  • Internal Coordination: Effective implementation requires collaboration across multiple teams (e.g., product design, sales, marketing), which can be difficult to manage.

How is positioning created?

Remember that a product’s positioning is the consumers’ understanding of the product and its specific benefits. Consumer typically form their understanding of the product over a period of time using information from a variety of sources, some of which are shown in the following diagram and then quickly discussed in the subsequent table.

Information Source

Why this is a positioning information source
IMC mix The firm’s communications mix has a big role to play as it usually focuses on particular benefits and advantages of the product.
Competitor claims Positioning is viewed on a relative basis, therefore the competitors’ IMC mix (product claims) will also affect the positioning of all products.
Product features The actual design and features of the product, particularly when consumers use the product, has a major impact on the perception of the product and its relative advantages.
Packaging One of the first experiences the consumer has the product is the look and feel of the packaging.
Word-of-mouth Word-of-mouth communication between consumers has a high level of credibility and cut through and will greatly influence positioning.
Media, reviews Media discussion/articles or product reviews are also seen as quite credible and independent and will influence consumers’ perception.
Retailer mix The type of retailers where the product is sold gives an indication of the product’s quality and status.
Pricing The overall price points of the product act as a cue for quality, and a high frequency of sales promotions may suggest lower quality.

Example of an inconsistent marketing mix

The following diagram illustrates the delivery of an inconsistent marketing mix. In this case, using a running sports shoe, the goal is to position the product as a shoe ‘for serious runners’. The firm has invested in an advertising campaign in specialist running magazines and websites. While that part of their program is good, unfortunately the balance of their marketing mix offering is not aligned to that positioning.

As shown, the product quality is poor as the firm has used low quality materials and they have not invested in a suitable design. They have used discount stores as their prime distribution channel and they have priced shoes at a discount level as well. These marketing mix elements clearly communicate to the end consumer that this is a low quality, budget shoe, and not a serious running shoe as the advertising tries to indicate.

Because of this inconsistency of the marketing mix, which is not supportive of the overall positioning goals, the following outcomes would be expected:

  • Overall sales would be quite poor as the product does not appeal to it any particular target market
  • Consumers who do buy the product would probably be very dissatisfied and would be very unlikely to rebuy the shoes
  • The retailers themselves might be disappointed with the consumer feedback and may discontinue stocking this particular product
  • Negative word-of-mouth is likely
  • Negative media and Internet reviews are also likely, further brand equity

How to fix this problem?

This problem is easily rectified by simply aligning the marketing mix to a consistent end. If the firm does want to position the shoe for serious runners, then they need to invest in product improvement with higher quality materials, they would need to access sporting and specialty shoe stores, and the product is to be priced higher.

Alternatively, they could change their communications mix and position the shoe as a budget running shoe. Either approach would align the positioning with the marketing mix elements and will generate better sales and enhanced profitability.

Test Your Knowledge: Connecting Positioning and the Marketing Mix

  1. What is the primary purpose of the marketing mix in positioning?
    • a) To increase production efficiency
    • b) To fulfill the promise made by positioning
    • c) To reduce overall costs
    • d) To create promotional campaigns only
  2. How does product quality affect positioning?
    • a) It ensures a product is available in all markets.
    • b) It directly impacts consumer perception and supports the brand’s positioning.
    • c) It has no effect on positioning as long as promotions are consistent.
    • d) It is only relevant for luxury products.
  3. What can inconsistent pricing lead to in positioning?
    • a) Stronger brand loyalty
    • b) Confusion among consumers
    • c) Improved product perception
    • d) Higher sales
  4. Which distribution strategy best supports a premium product’s positioning?
    • a) Availability in discount stores
    • b) Exclusive availability in high-end retail outlets
    • c) Mass-market availability across all channels
    • d) Distribution through online-only retailers
  5. What role does the promotional mix play in positioning?
    • a) It ensures product availability.
    • b) It communicates the positioning to the target market.
    • c) It determines the price of the product.
    • d) It decides the design of the product.
  6. What is one likely outcome of an inconsistent marketing mix?
    • a) Increased customer trust and loyalty
    • b) Improved alignment with brand goals
    • c) Confusion in the marketplace
    • d) Higher repeat sales
  7. In the example of the inconsistent marketing mix for running shoes, what was the main issue?
    • a) The product was priced too high for the target market.
    • b) Distribution channels and product quality did not align with the positioning.
    • c) The promotional campaign was focused on too many features.
    • d) There was no demand for running shoes.
  8. Which element is NOT directly part of the marketing mix?
    • a) Product design
    • b) Competitor claims
    • c) Price strategy
    • d) Distribution channels
  9. How can word-of-mouth influence positioning?
    • a) It has little impact on consumer perception.
    • b) It provides credible and independent feedback that shapes perceptions.
    • c) It is less important than the promotional mix.
    • d) It only works for luxury products.
  10. What is the best way to fix an inconsistent marketing mix?
    • a) Align all elements of the marketing mix with the desired positioning.
    • b) Focus only on creating more promotional campaigns.
    • c) Reduce product quality to save costs.
    • d) Use mass-market distribution for all products.