CIMA E1 Syllabus E2. Marketing - Positioning - Notes 10 / 11
Market Positioning
refers to how customers perceive a brand or product relative to other brands or products.
When positioning their products and services, most organisations want to achieve a clear, unique, and positive position, such as the cheapest supermarket or highest quality vehicle manufacturer.
| Low cost | High cost | |
|---|---|---|
| Big Target | Cost Leader | Differentiation |
| Narrow Target | Cost Focus | Differentiation focus |
Cost leader means producing the product at the lowest cost in the industry
Differentiation means attracting customers based on what's unique about your product. e.g. quality
Cost focus means being the cost leader but only in a particular segment of the market
Differentiation focus means being a differentiator but only in a particular segment of the market