Gary Eckstein Management 2 brand positioning, brands, Management, Market segment, marketing concept, product positioning, Research
Last week I posted an article explaining the basics of Product and Brand Positioning (a marketing concept). I have received several messages asking for techniques for evaluating positioning. Below therefore is a tutorial of how to map your brand or product against that of a competitor. In this example we’ll use three well known car [...]
Gary Eckstein Management 3 brand positioning, brand repositioning, brands, business, car brands, Market segment, market segments, marketing, marketing concept, positioning, product positioning, product repositioning, target market
Product Positioning is about consistency in consumer perception. It is a marketing concept popularised by Ries and Trout in their 1980s book ‘Positioning: The Battle for your Mind’. Very simply, Positioning is about creating an identity in the mind of the consumer; Consumers have vast choice of products and the overall perception of the product [...]
Gary Eckstein Management 0 Australia, discount retailer, discounting, financial information, mba, New Zealand, porter, porters generic strategies, positioning, pricing, product positioning, retail strategy, stock turnover ratio, strategic decisions, strategy, U.K., United Kingdom
Kathmandu is a retailer in Australia, New Zealand and the United Kingdom. The company sells outdoor related gear such as camping equipment, hiking gear, backpacks and outdoor apparel. Kathmandu positions its products as higher quality and prices are relative to this positioning. Recent pricing activities spell that Kathmandu may well be doomed. From a strategy [...]
