Product/service Positioning

Product/ Service positioning is creating a unique, consistent and recognized customers perception about a company offering and image. The customer believes about a company’s product value, features, and benefits that also is Product/Service positioning. It based on customer experiences and evidence rather than awareness created by advertising or promotion.

A company wants to success in market that have to understanding their customers by using evaluate competing marketing programs and make purchase decisions. It may be helpful for small company to manager and create a graph in order to map customer perceptions in several different dimensions. For example, The Starbucks was a small coffee shop. They increasingly introduced many new products to customers and listen and learn customer’s needs and wants. Now, the Starbuck is an international coffee shop and the largest coffee shop chain based in Seattle, Washington. Their frappuccino beverages known as the summer drink flavors will help Starbucks reposition itself in the developing non-coffee iced-beverage market; their customers also sensitive to tasted and quality of food product and nutritional data. Starbucks aims to provide quality coffee in a relaxed atmosphere for those seeking a respite between home and work.

To position successfully a company must have key benefits knowledge seek by the market. It is means a marketer may sell the same product to two different target markets, but in one market the emphasis is on styling while in another market the emphasis is on ease-of-use benefits. The important point is that the overall market strategy must be evaluated for each target market since what works well in one market may not work as well in another market. For example, Hilton Hotel is a leading hospitality company which providing the best service, value and amenities to customer, they also developed multiple brands such as embassy suites hotels, Hampton Inn, Hilton Garden Inn, etc. Because there