Principles of marketing/PMKT101/Segmenting markets target audiences/Positioning

The position of a product is a strategic management decision that determines the place a product should occupy in a given market.

A product or idea can be positioned by:
 * attributes- Crest is a cavity fighter
 * price - Sears is the "value" store
 * competitors - Avis positions itself against Hertz
 * application - Gatorade is for after exercising
 * product user - Miller is for the blue-collar, heavy beer drinker
 * product class - Carnation Instant Breakfast is a breakfast food
 * services provided - Circuit City backs up all its products

References