"A Positioning Strategy results in the image you want to draw in the mind of your customers, the picture you want him/her to visualize of you what you offer, in relation to the market situation, and any competition you may have", Ries and Trout (1981).
In understanding product positioning it is important to remember that what is being positioned is not simply the product itself but rather the total product offering; seepage 46-47. Any firm must understand its own situation interms of the 4C frameworkin order to formulatea positioning strategy; an organisation must first identify the features of products (including its own) which are currently being offered in the target market. It must also, through marketing research, establish which features are considered to be important by consumers. This provides the basic information for a positioning strategy.
There will typically be a variety of attributes to consider and many of these will relate to image as much as to physical characteristics. Having identified the attributes of products/services that consumers consider to be important, further survey work can be undertaken to identify the extent to which these attributes are present in the available products (both the organizations own products and those of the competition).
This is frequently represented on a product positioning map or perceptual map, figure twenty-four, which visually depicts consumer perceptions and then prioritises brands in relation to those perceptions.
When plotting a perceptual map two dimensions are normally used. Figure twenty four shows a basic conceptual perceptual map based on the dimensions; quality and price - this is a very basic perceptual map but it uses the most commonly plotted, and perhaps the least useful, dimensions in such mapping. One of the main uses of such mapping is to spot gaps in the market.
We must remember that perceptual maps are plotted on the basis of someone's perception and what maybe a quality product to one person, may not be perceived as quality to another. We must also remember
that such perceptions are not static the act of product re-launch, of re-branding of the introduction of a new product, brand or competitor alters the perceptions of the customers in that market, especially of those products and brands that have dhosen to use competitors as a basis for their positioning.