Question

Positioning by product attribute and benefits, Positioning by product class and Positioning by cultural symbols positioning strategies. Give example(s) of product(s) and/or brand(s) that utilize each of mentioned different strategies.

Answer 1

Positioning by product attributes and benefits:

Hershey's is a brand of eateries which positions its product in the minds of customers on the basis of product attributes and benefits. Unlike other chocolate , butter,milk drinks or candy bars that are known to affect the children health negatively, Hershey's has taken the opportunity to present its brand as medically proven product which tends to be of utmost quality, healthy, organic and harmless for kids. Thus the product quality, ingredients and price are the attributes on the basis of which positioning is done.

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Positioning by product class :

The positioning by means of product class involves positioning by differentiating the product in terms of benefits suiting the person belonging to a particular class . For example it includes Travelling by Air or Travelling by Road , depending on the class that customers prefers.

Alaska Airlines positions itself in the minds of customers in such a way that they consider travelling through air as more viable option than travelling through California Travel agency by providing better services , affordable rates, convenience and shortest itineraries that make air travel comfortable and accessible.

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Positioning by cultural symbols:

The brand TATA has successfully positioned in the minds of customers through reflecting itself as a brand following cultural norms as evident through its advertisements. Be it its Spices , vehicles, that go through culturally rich process in Asia.

The other brand is Harley Davidson which outlines itself as a brand which showcases the culture of freedom and empowerment resonating best with the USA symbol of a free nation which it had now maintained over the years.

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Thanks dear student.. Hope this helps..

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