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Todays Examples Of Positioning In Global Markets

Posted by Anonymous on 250 Points
What is the scenario of positioning in today's global markets? I would need few examples to describe how companies are positioning their products in the customer's mind?

  • Posted by Peter (henna gaijin) on Accepted
    Few companies position their products globally (use the same positioning in all countries).

    For example, Mercedes Benz is considered an upmarket, luxury vehicle in America, but in Germany they are used as taxis.

    You can get lots of examples of positioning just by searching the previous questions on this site. In the bar on the right, click on Search Questions and enter "positioning" as the search term. There have been many questions asking about positioning - so you can read what was said before and see if the questions match what you need for your assignment.
  • Posted on Accepted
    Hi Gupta

    Your best bet is buying Al Ries & Jack Trout's seminal book on positioning:

    Positioning - The Battle For Your Mind - how to be seen and heard in the over crowded market place

    http://www.amazon.com/exec/obidos/tg/detail/-/0071373586/qid=1109541361/sr=...

    They updated it with The New Positioning (2001) - The World's Latest #1 Business Strategy

    http://www.amazon.com/exec/obidos/tg/detail/-/0070653283/qid=1109541361/sr=...

    I haven't read this one but it wasn't as well received as the original.

    Hope this helps.


    Zahid Adil

  • Posted by mgoodman on Accepted
    Lots of examples of companies that try to keep their brand consistent across markets globally. Yum Brands (KFC, Pizza Hut, Taco Bell) is one, Pepsi Cola and Coca Cola are two others, Volvo is another. Also most of the major international air carriers -- Lufthansa, Singapore Airlines, Air France, American Airlines, etc.

    What is it you need to know about them? They all try to stand for the same thing in most parts of the world they serve. Of course there are some local variations on the theme, but basic brand positioning is generally the same.
  • Posted on Accepted
    Your question is a very broad.

    Positioning of a product would depend on the type of the market and the type of the product.

    People like KFC, Pizza HUt, McDonalds, Burger king try to keep their positioning similar in the sense that they say tasty, quality food. But depending on the market and the buying capability they change the positioning wether it is cheap enough for general people or is it people who can afford it.

    Airlines usually keep their poisitioning similar all around. Positioning of cars is different in different markets as explained by Peter.
    Hope that helps
    Sanjeev

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