Product Positioning Examples
Name(s)_____________________________________
Hour_________
Positioning Activity
1. Explain why firms implement positioning strategies and how product differentiation plays a role.
2. Choose a product category (e.g. blue jeans) and identify at least three different brands and their respective positioning strategies. How is each position communicated to the target audience?
Product Category:
Brand 1:
Positioning Strategy:
How positioning is communicated:
Brand 2:
Positioning Strategy:
How positioning is communicated:
Brand 3:
Positioning Strategy:
How positioning is communicated:
3. Fill in the following chart
| General Product Category | Specific Product or Business | Image | Positioning Strategy |
| Cola | |||
| Specialty Clothing Store | |||
| Discount Store | |||
| Cookies | |||
| Athletic Shoes | |||
| Potato Chips | |||
| Electronics | |||
| Fast Food Restaurant | |||
| Hotel |
4. Find five magazine advertisements for products you are familiar with. For each, determine its target market in terms of at least three demographic factors and two psychographic factors. Then, determine the positioning strategy used and describe why you think so based on the advertisement alone (don’t take into account other commercials). Attach a picture of the advertisement next to the description.
Advertisement #1:
Product:
Target Market:
- Demographic characteristic #1:
- Demographic characteristic #2:
- Demographic characteristic #3:
- Psychographic characteristic #1:
- Psychographic characteristic #2:
Positioning Strategy:
Description of how you determined the positioning strategy:
Advertisement #2:
Product:
Target Market:
- Demographic characteristic #1:
- Demographic characteristic #2:
- Demographic characteristic #3:
- Psychographic characteristic #1:
- Psychographic characteristic #2:
Positioning Strategy:
Description of how you determined the positioning strategy:
Advertisement #3:
Product:
Target Market:
- Demographic characteristic #1:
- Demographic characteristic #2:
- Demographic characteristic #3:
- Psychographic characteristic #1:
- Psychographic characteristic #2:
Positioning Strategy:
Description of how you determined the positioning strategy:
Advertisement #4:
Product:
Target Market:
- Demographic characteristic #1:
- Demographic characteristic #2:
- Demographic characteristic #3:
- Psychographic characteristic #1:
- Psychographic characteristic #2:
Positioning Strategy:
Description of how you determined the positioning strategy:
Advertisement #5:
Product:
Target Market:
- Demographic characteristic #1:
- Demographic characteristic #2:
- Demographic characteristic #3:
- Psychographic characteristic #1:
- Psychographic characteristic #2:
Positioning Strategy:
Description of how you determined the positioning strategy: