International Research Journal of Commerce , Arts and Science

 ( Online- ISSN 2319 - 9202 )     New DOI : 10.32804/CASIRJ

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POSITIONING THE PRODUCT

    1 Author(s):  SAVITA

Vol -  4, Issue- 2 ,         Page(s) : 122 - 125  (2013 ) DOI : https://doi.org/10.32804/CASIRJ

Abstract

Positioning is a platform for the product or brand. It facilitates the brand to get through to the target consumer. Positioning is the act of fixing the locus of the product offer in the minds of the target consumers. In positioning, the firm decides how and around what parameters, the product offer has to be placed before the target consumers. The significance of product positioning can be easily understood from David Ogilvy’s words, ‘the results of your campaign depends less on how we write your advertising than on how your product is positioned.’

1- VS Ramaswamy, S Namakumari, Marketing Management, Planning, Implementation and Control, Macmillan.
2- Levy-Weitz, Retail Management, Tata McGraw Hill.
3- Swapna Pradan, Retailing Management, Tata McGraw Hill.

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