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What is Positioning

Chapter 16
Sales Management for Improved Organizational Competitiveness and Performance
The symbolic value and place that products and brands have in the minds of consumers in the post-modern era.
Published in Chapter:
Communicating Images: A Discussion on the Positioning Strategy of Volvo Cars and the Model SS (Super Safe) Recommendation
H. Çağatay Karabıyık (Independent Researcher, Turkey)
Copyright: © 2022 |Pages: 17
DOI: 10.4018/978-1-6684-3430-7.ch016
Abstract
In the postmodern world, marketing has become a phenomenon that cannot be reduced to the sales management and customer relations because brands are individuals of the society. As a result, brands need to create an image and a holistic structure. The aim of this study, which is based on this reality, is to criticize the marketing strategy of Volvo Cars in accordance with practice, then to develop a model that is compatible with the brand's image and develop a marketing mix for it. In this study, the current marketing policy of Volvo Cars and especially the R Design and Polestar models were examined in comparison with the top models of its competing brands. As a result of these examinations, it was determined that Volvo Cars' R Design and Polestar models are not compatible with the image and positioning strategy of the brand. As a solution, the SS (Super Safe) model was proposed as the top model for Volvo Cars' S90 and XC90 models, and a marketing mix was developed for this model.
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Chapter 60
Location-Based Network Resource Management
The process of estimating the location of a moving object.
Published in Chapter: Location-Based Network Resource Management; From: Handbook of Research on Mobile Multimedia, Second Edition
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Chapter 10
Augmented Reality as a Marketing Strategy for the Positioning of a Brand
The act of designing a company’s offering and image to occupy a distinctive place in the minds of the target market.
Published in Chapter: Augmented Reality as a Marketing Strategy for the Positioning of a Brand; From: Breaking Down Language and Cultural Barriers Through Contemporary Global Marketing Strategies
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Chapter 9
The Effects of Private Label Brand Strategies on Consumer Perception
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Chapter 4
Consumer Perception of Brand Repositioning Through Benefit Diversification and Intensity of Use: The Case of Pedras
Positioning is present in the initial definition of the marketing strategy, where there is a study of the market, the competitors’ network and the consumer ( Zhang et al., 2016 ). Equipped with this information, the company sets a plan to differentiate itself from others, delivering a promise to consumers by transmitting a specific image and benefits to the targeted segment of the population in order to have a distinctive value in comparison with the other alternatives of the market. Positioning is the definition of how the product or service should be seen in the eyes of the target consumer in order to achieve a different placement in relation to the competition, and thus create customer-focused value.
Published in Chapter: Consumer Perception of Brand Repositioning Through Benefit Diversification and Intensity of Use: The Case of Pedras; From: Cases on Digital Strategies and Management Issues in Modern Organizations
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Chapter 30
Assistive Navigation Systems for the Visually Impaired
Process of marking an object on a map, usually expressed in coordinates.
Published in Chapter: Assistive Navigation Systems for the Visually Impaired; From: Encyclopedia of Information Science and Technology, Third Edition
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Chapter 19
Crossing the Borders of Four Countries: L2 Learning and Identity Negotiation Trajectories
As everyone is granted or allowed to access different rights and duties, this describes the phenomenon or mechanism that people use to show their stance or relationship to others in discourse interactions or behavior.
Published in Chapter: Crossing the Borders of Four Countries: L2 Learning and Identity Negotiation Trajectories; From: Autoethnographic Perspectives on Multilingual Life Stories
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Chapter 9
Changes in the Marketing Orientation Within the Business Model of an International Retailer: IKEA in Malaysia for Over 20 Years
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Chapter 500
Marketing and Marketing Plan for Information Services
Relates to the set of images through which the market and its customers ‘sees’ a company, product, person, or even an idea, and clearly identifies it, even among similar ones.
Published in Chapter: Marketing and Marketing Plan for Information Services; From: Encyclopedia of Information Science and Technology, Fourth Edition
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Chapter 14
ESL Students' Perceptions of Linguistically Diverse English Language Teachers in English-Speaking Countries: The Effect on Teacher Self-Image
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Chapter 3
Brand Positioning Practices in Services Sector: A Study of Banking Brands
It is a process of implementing the chosen image and appeal of the product/service offered by the company to its chosen segment of customers.
Published in Chapter: Brand Positioning Practices in Services Sector: A Study of Banking Brands; From: Handbook of Research on Promotional Strategies and Consumer Influence in the Service Sector
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Chapter 5
Evaluating the Success of the Economic and Premium Private Labels in Retailers Positioned at the Opposite Ends of the Price-Quality Axis
Positioning is the process of designing an offering or a brand through marketing mix to create a distinctive position on the minds of customers by associating it with some attributes that are favorable to prospective customers.
Published in Chapter: Evaluating the Success of the Economic and Premium Private Labels in Retailers Positioned at the Opposite Ends of the Price-Quality Axis; From: Improving Marketing Strategies for Private Label Products
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Chapter 5
A Systematic Review of the Bibliometric Literature: Branding in Marketing Strategy
The place a brand occupies in the minds of customers and how it distinguishes itself from competitors' products.
Published in Chapter: A Systematic Review of the Bibliometric Literature: Branding in Marketing Strategy; From: Origin and Branding in International Market Entry Processes
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Chapter 36
Positioning Library and Information Services for User Satisfaction through ICT Policy Formulation in Nigeria
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Chapter 14
User-Centered Design of Mobile Geo-Applications
Techniques with which mobile devices may be localized in geographic space, both indoor and outdoor. Mathematical reference-based positioning systems (based on e.g. global navigation satellite systems or cellular mobile phone networks) are the most commonly used techniques on mobile devices.
Published in Chapter: User-Centered Design of Mobile Geo-Applications; From: Handbook of Research on Mobile Software Engineering: Design, Implementation, and Emergent Applications
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Chapter 14
Marketing Management Inside the Business Family: The Family Mindketing
The position that an idea occupies in the mind of the consumer, that is, the mental interpretations that consumers have.
Published in Chapter: Marketing Management Inside the Business Family: The Family Mindketing; From: Handbook of Research on the Strategic Management of Family Businesses
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Chapter 45
Locating Presence and Positions in Online Focus Group Text with Stance-Shift Analysis
How speakers frame their relationship to each other while interacting, that is, the person asking a question may thereby position the respondent as subordinate.
Published in Chapter: Locating Presence and Positions in Online Focus Group Text with Stance-Shift Analysis; From: Handbook of Research on Computer Mediated Communication
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Chapter 6
Cultural Diversity and Critical Cultural Awareness: A Case Study of Telecollaboration on Dutch and Turkish Teachers' Pedagogical Perspectives
An ongoing, complex, multifaceted, fluid, and dynamic process where people construct self and other interactionally in a social setting through their discursive choices such as oral and written language use, speech acts, images, metaphors, or personal stories.
Published in Chapter: Cultural Diversity and Critical Cultural Awareness: A Case Study of Telecollaboration on Dutch and Turkish Teachers' Pedagogical Perspectives; From: Global and Transformative Approaches Toward Linguistic Diversity
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Chapter 45
Locating Presence and Positions in Online Focus Group Text with Stance-Shift Analysis
How speakers frame their relationship to each other while interacting, that is, the person asking a question may thereby position the respondent as subordinate.
Published in Chapter: Locating Presence and Positions in Online Focus Group Text with Stance-Shift Analysis; From: Handbook of Research on Computer Mediated Communication
Full Text Chapter Download: US $37.50 Add to Cart
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