What are the different positioning approaches in a consumer market? Mention the different approaches
available to consumer marketers.
What will be an ideal response?
Positioning a product or service is more than just differentiating it from other offerings. It is ensuring that the
differences occupy a distinct position in the minds of consumers. Companies can use a variety of positioning
approaches, even within a single market. Several different positioning approaches are available to consumer
marketers:
Usage: This approach positions a company on the basis of the way the product or service is used or consumed.
Attributes: Here, the company is positioned on the basis of a key attribute, such as speed, size, or price.
Classes of Users: In this approach, the company is positioned on the basis of the classes of people who will be using
the product or service.
Away from Competitors: This approach positions a company as being distinct from the leading competitors in the
market.
Niche: Here, the company is positioned on the basis of offering highly unusual varieties of products and services.
Geography: In this approach, the company is positioned on the basis of being associated with a famous place.
Benefits: This approach positions a company on the basis of providing a distinct benefit, such as quality, reliability,
or taste.
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