"Positioning is the act of designing the product and service offering of a company in the minds of the customer’s so that: (i) the consumer can relate the product and service offering to a need or want; (ii) the marketer can create a distinctive image of himself. (iii) the consumer can perceive a brand’s characteristics relative to those of competitive offerings. It is process of creating an image of the product and service offering in the minds of the consumer. As a strategy, positioning can be based on: i) on perceived benefits, characteristics or image. ii) on competition iii) on a combination of both (i) and (ii). Source: http://in.docsity.com/en-docs/Market_Segmentation_and_Positioning_-_Consumer_Behavior_-_Solved_Quiz_"
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