Positioning a Product or Brand

2.5 Positioning options

The main ways of positioning a product or brand are:

 By product attribute – This positioning focus on few of the benefits or characteristic of the product.

 By product class – Looking for a leadership position of the product in the market.

 By user – This approach focus on the ideal consumer. Suggesting that the product is perfect for that type of person and even is contributing for the social identity.

 Against competition – Here the company use comparison against the competitors.

 By quality/value – positioning of the product based on high quality. Also can be claimed that the product have high value.

 By application- The product or the brand are positioned as the best solution for a particular task or use.

 By using combinations from the above – But this approach has to be made with caution, because confusion can appear in the message.

Comparing with the competition the products of Amazon are with high quality and lower price.

On the Ansoff matrix below is shown what growth strategies for new and existing products and markets can be used from the company.

BCG Matrix

Relative market share

The marketing plan of Amazon is focused on increasing the costumer traffic on their website, strengthen and expend the brand name, encourage repeatable purchase, developing revenue opportunities, bringing awareness of the products and the services, improving costumer experience, free shipping options. That leads to more customer visits and word of mouth promotion. They use various methods of advertising including online and portal advertising, e-mail campaigns and others.

3.1 Competitive advantage

Competitive advantage which is also a strategic advantage enables the company to ...

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...competition.

4.1 Marketing Mixes for two different segments on the market

Buying everything from books to electronics and food online is something very common today. People from different demographic segment and different backgrounds are shopping thru internet retailers. Some of them are more likely to shop on internet than others.

Demographic marketing mix:

Product –

Price –

Place –

Promotion –

Lifestyle marketing mix:

Product –

Price –

Place –

Promotion –

3.4 How promotional activity is integrated to achieve marketing objectives

Promotion is the way of informing customers for a product or service. This element of the Marketing mix is important for attracting customer’s interest and convincing them to buy the product. The important elements for promotional activities to achieve marketing objectives are consistency, coordination, reach and repetition.