Positioning Concept In Marketing

Brand is everywhere. Brands are extremely fascinating. But, its existence in this world is very unique because of the difference from one another. Brands have their own personality, just like human beings. During 1950’s, concepts in marketing challenged the old concepts focuses in creating the market products as per consumer’s needs and wants. Around 1960’s and 1970’s, most major industries were over communicated with a lot of existing brands in each product category, which were serving same consumers’ wants. Availability of high volume of existing products/brands and their advertising activities created the marketplace as noisy and as leading brands had already made up consumer’s mind. Hence, traditional approaches of advertising of new brands

Hence, emphasized on positioning approach which focused on competitors instead of needs and requirements of the consumers. Trout & Ries, (1972) introduced a new marketing philosophy under which, organization should conduct marketing activities. The marketing concept is redefined by focusing on industry competitors instead of traditional focus on consumers. In analysing and giving a lot of real proof from the different industrial sectors suggested that the firms should follow positioning concept for the orientation towards the chaotic marketplace. Focusing on the competitors is a way to position the products or brands. Whereas Aaker and Shansby (1982) recommended that the competition is a reference point for positioning. In spite of focusing only on competitors as recommended by Trout & Ries (1972), six strategies of positioning being highlighted: positioning by attribute, positioning by price/quality, positioning by use/application, positioning by product user/class of users, positioning by product class association and positioning by competitors. Partha Prasad Chowdhury, (2013) Key strategies and issues of positioning: A review of past studies, from

Think about it if there is no brand. What will happen to the marketplace? It is pretty sure that there will be a big impact to the market. Let us put it this way, one of the ingredient in making the pastillas is the condense milk. There is a lot of cans and with the word condensed milk alone in the supermarket. For sure the consumer will get confused if what kind of condensed milk that was bought last time. How will the consumer identify? This is the part where branding comes in, most company offers the same product but through branding it specify what quality they can give to the consumers aside from the packaging, price and