Marketing Management (M240)

Graduate School of Business, Stanford University

Positioning

Positioning is the act of creating a place for your product or service in the mind of the customer.

A good positioning statement does two things:

tells the customer the benefits offered by the product/service.
tells the customer how the product/service is different from competition.

There are a number of ways in which a product or service can be positioned. These include:

by attribute
versus the competition
by user group
by usage situation

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