Evaluating the Importance of Product Positioning in Marketing

The Importance of Product Positioning in Marketing

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As defined by David (2008), product positioning is the process by which a company differentiates its products from its competitors. It gives the consumer a targeted response towards the product from the company. Take, for example, the Rolls Royce Company. Whenever one hears of the Rolls Royce, one quickly thinks of the high-end, luxury vehicles. This is the positioning that the company has sought to create. Product positioning is vital in the strategy because it allows the company to make specific plans and allocate sufficient resources in the areas where more rewards will be expected. Product positioning plays the following roles:

Identifies a niche

A niche is a need or vacancy the product intends to fill. It then is an unidentified need that competitors are yet to fill and…