The development of any marketing mix depends on positioning, a process that infl
ID: 464249 • Letter: T
Question
The development of any marketing mix depends on positioning, a process that influences potential customers' overall perception of a brand, product line, or organization in general. Position is the place a product, brand, or group of products occupies in consumers' minds relative to competing offerings. Review positioning in your text. There are many examples to illustrate this concept. Then: Describe the positioning of the products marketed by your employer. Specify company name, what do they market and what is the positioning of the product(s). If your employer doesn't market products that fit neatly into this exercise, you may use another company you've worked for in the past or have knowledge of. Do you think this is a good positioning? Why or why not?
Explanation / Answer
Positioning as per me is the ability to place oneself in the market in the way the business wants it to be. Positioning strategy is the type of the strategy, which portray's the image of a business, which an organization wants to portray to the public. For example, let's take an example of Subway. Subway's brand image is "to eat fresh". In this competitive market, any business would stand out by the way how its products stand out. In case of Subway, people associate the brand with healthy eating, eating fresh, and value for money.
The example of the company I have worked with is Huhtamaki group. Huhtamaki group is headquartered in Finland with its branch offices positioned throughout the world. Huhtamaki is a leading producer of packaging material. Any product which is positioned in the market is first viewed by its packaging. People recognize the product by its packaging. So, packaging play a vital role in the life cycle of any product.
Huhtamaki is a leading producer of the packaging material for foods and beverages. It caters the world's top most brands in the food industry. Name a brand, and Huhtamaki is associated with it. Any brand is positioned in the market by its packaging, and Huhtamaki is positioned in the market by the way it gives packaging solutions to the top brands.
I think this is a good positioning because, the company is associated in showing the aesthetics of the product, that is packaging. Any company in the food industry needs a product to offer to the market. That product needs something on the top of it. Packaging play a major role there. When packaging need arrives, Huhtamaki's work comes into being. It offers unique solutions to the product such that the product stands out in the visibility in the store shelf.
So I feel, any food and beverages business, to position their product in the market, it needs a strong packaging and Huhtamaki provides a solution to their need.