1. Slide © 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 7 - 1
Positioning

2. Slide © 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 7 - 2
Positioning
According to Al Ries and Jack
Trout, “Positioning is not what
you do to a product. Positioning is
what you do to the mind of the
prospect.”

3. Slide © 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 7 - 3
Meaning of Positioning
 “Positioning is defined as the process
of establishing and maintaining a
distinctive place in the market for an
organization and/or its individual
product offerings.”
 “Tide” is positioned as a powerful, all
purpose family detergent

4. Slide © 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 7 - 4
Slogans Used by Companies
“Relax, It’s FedEx”
FedEx Ground
“We never stop working for you”
Verizon
“Shopping online beats standing in line”
Lands’ End
“Invest with confidence”
T. Rowe Price

5. Slide © 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 7 - 5
Four Positioning Errors
Under positioning
Over positioning
Confused positioning
Doubtful positioning

6. Slide © 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 7 - 6
Attribute PositioningAttribute Positioning
Benefit PositioningBenefit Positioning
Use/Application PositioningUse/Application Positioning
User PositioningUser Positioning
Competitor PositioningCompetitor Positioning
Positioning Strategies

7. Slide © 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 7 - 7
Product Category PositioningProduct Category Positioning
Quality/Price PositioningQuality/Price Positioning
Positioning Strategies Conti..

8. Slide © 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 7 - 8
Importance/Benefits of Positioning
 A product cannot be everything to everyone,
hence the importance of positioning
 Positioning means putting the product in a
predetermined orbit
 Positioning connects product offering with target
market
 Consumer’s mind a geometric perceptual space,
the product/brand seeks a locus in the space
through positioning

9. Slide © 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 7 - 9
Product, Brand and Re-positioning
 “Product positioning denotes the specific
product category/product class in which the
given product is opting to compete”
 “Brand positioning denotes the positioning of
the brand viz-a-viz the company brands in the
chosen product category”
 “Repositioning is the conscious effort to change
customer’s perception of a product”

10. Slide © 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 7 - 9
Product, Brand and Re-positioning
 “Product positioning denotes the specific
product category/product class in which the
given product is opting to compete”
 “Brand positioning denotes the positioning of
the brand viz-a-viz the company brands in the
chosen product category”
 “Repositioning is the conscious effort to change
customer’s perception of a product”