Flashcards in STP - Positioning Deck (8)
What is positioning?
- It represents the key feature, benefit or image that it stands for in the target audiences mind
- Image in the market relative to other brands
What are the 4cs of positioning?
What are the three ways you can position a product vis brand benefits?
1) Functional needs
2) Symbolic needs
What is a functional needs?
- They attempt to fulfil the consumers consumption related issues e.g health conscious
What is a symbolic need?
Positioning based on self image and group membership
What is a experimental need?
Experience e.g driving a nice car
What is attribute positioning?
Positioning a brand in terms of an attribute,provided it represents a competitive advantage e.g could be the colour, size etc