Product positioning

The dose of advertising and its nature and type are determined for the nature of the other components in the marketing mix. Another important concept in marketing is product positioning. Each marketer wants to create a specific position for its product among many competitive products, and advertising is effectively employed to achieve this end. To be successful, an advertiser must create a niche in the prospect’s mind. The niche or “position” involves not only the strength or the benefit to be derived from the product, but also the manner in which it differs from the products of other competitors. In cigarette advertising of different brands, positioning may be in regard to taste, or its strength; the third one may be positioned as personalized product, and the fourth maybe positioned as a perfect blend of taste and flavor. The fifth one may be positioned as a, the largest among king-size cigarettes. These are all typical examples of product positioning through advertising.