CIMA E1 Syllabus E2. Marketing - Positioning - Notes ^{10 / 11}

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.

• 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