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Topic: Student Questions
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This question has been answered, and points have been awarded.
Todays Examples Of Positioning In Global Markets
Posted by Anonymous on
2/27/2005 at 1:26 PM ET
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?
Peter (henna gaijin)
2/27/2005 at 3:12 PM
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
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.
2/27/2005 at 5:57 PM
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
They updated it with The New Positioning (2001) - The World's Latest #1 Business Strategy
I haven't read this one but it wasn't as well received as the original.
Hope this helps.
2/27/2005 at 10:33 PM
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.
2/28/2005 at 12:07 AM
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
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