Market positioning

refers to the way the product is perceived in comparison with competing products

• conceptions consumers hold, benefits of products, USP, attributes of product, origin, or classification

differentiated products - designed so they have distinct products that are different from those of competing products

market mapping:

• market map - a tool that plots brands in the market according to how they meet their customer’s needs
• it allows a business to position individual products effectively

advantages:

• allows business to identify gaps in the market
• to identify where the competition is
• helpful for individual brands

disadvantages:

• its subjective
• the fact there is a gap in the market, does not mean there is a market there
• can only compare two features