STP - Positioning

Question 1

What is positioning?

Answer 1

• It represents the key feature, benefit or image that it stands for in the target audiences mind
• Image in the market relative to other brands

Question 2

What are the 4cs of positioning?

Answer 2

1) Clarity
2) Consistency
3) Credibility
4) Competitive

Question 3

What are the three ways you can position a product vis brand benefits?

Answer 3

1) Functional needs
2) Symbolic needs
3) Experimental needs

Question 4

What is a functional needs?

Answer 4

• They attempt to fulfil the consumers consumption related issues e.g health conscious

Question 5

What is a symbolic need?

Answer 5

Positioning based on self image and group membership

Question 6

What is a experimental need?

Answer 6

Experience e.g driving a nice car

Question 7

What is attribute positioning?

Answer 7

Positioning a brand in terms of an attribute,provided it represents a competitive advantage e.g could be the colour, size etc

Question 8

What is perceptual mapping?

Answer 8

It is a visual representation of different competitive brand offerings/objects of interest