Product Positioning Strategies Research Articles

Formulation of Micro Product Positioning Strategy

This study examines the strategic alignment of microfinance products following the integration of PNM, Pegadaian, and BRI into the Ultra Micro Holding (UMi). A primary focus is the standardization of micro-segment products to avoid overlap and strengthen the ecosystem. The analysis highlights similarities among BRI’s KUPEDES, Micro Pegadaian, and PNM’s ULaMM products, emphasizing the impact on ULaMM’s conventional individual lending. Identifying product overlaps and conducting comparative feature analysis is essential for continuous product improvement. The study employs a qualitative approach to: (1) analyze product feature comparisons, (2) assess customer satisfaction performance, (3) investigate the background of product feature overlaps, and (4) formulate a customer-driven development and positioning strategy. Findings aim to present a Sustainable Competitive Advantage using strategic management tools. Key informants and structured timelines are designed to minimize respondent disruption while collecting insights for product differentiation. A SWOT analysis of PNM’s Business Model Canvas post-integration will inform strategic initiatives for growth over the next five years. Effective marketing programs must communicate the desired product perception, while the company prepares for potential digital transitions to enhance technology readiness and customer experience management. Addressing operational gaps and aligning human capital within the holding is crucial for fostering stakeholder engagement and sustainable growth.

A Comparative Analysis of Product Positioning Strategies in the Global Electric Vehicle Market: Insights from Leading Brands and Emerging Markets

This paper conducts a comprehensive comparative analysis of product positioning strategies in the global electric vehicle (EV) market, focusing on insights from leading brands such as Tesla and emerging market players like Build Your Dream (BYD). Through an examination of technology innovation, product features, market penetration strategies, pricing models, sustainability, and environmental policies, the study highlights the diverse approaches companies adopt to navigate the rapidly evolving EV landscape. The analysis reveals that technological innovation, particularly in battery technology, drive systems, and autonomous driving capabilities, plays a crucial role in differentiating brands and shaping consumer preferences. Market penetration strategies and pricing models further illustrate how companies adapt to competitive and economic dynamics to maximize their global footprint. Additionally, the paper explores how sustainability and environmental policies reflect corporate responsibility and serve as key components of brand and product positioning strategies. The findings suggest that a deep understanding of these multifaceted aspects is essential for EV manufacturers to achieve long-term success in a market characterized by intense competition and high consumer expectations.

Consumer personality traits vs. their preferences for the characteristics of wood furniture products

Individual personality traits are powerful determinants of behavior, and they can profoundly influence consumer decisions as a comprehensive understanding of consumer personality traits. Their role in decision-making can improve the predictability of consumer-related behavior. In this study, data on consumers’ preferences and personality traits were collected through questionnaires using the Wood Furniture Product Characteristics Consumer Preference Scale and the Big Five Personality Inventory Simplified. Bivariate correlation analysis and stepwise multiple regression analysis were used to investigate the relationship between the Big Five personality traits (neuroticism, extraversion, openness, agreeableness, and conscientiousness) and wood furniture product characteristics consumer preferences. Correlation analysis indicated that neuroticism was correlated negatively with wood furniture product characteristic consumer preference scores. Extraversion, agreeableness, and conscientiousness were correlated positively with wood furniture product characteristic consumer preference scores. There was no correlation between openness and consumer preference. Regression analysis indicated that neuroticism, extraversion, agreeableness, and conscientiousness predicted wood furniture product trait consumer preferences. Overall, assessing personality traits can help provide insight into the psychological and behavioral characteristics of consumers when purchasing wood furniture products, allowing for a more comprehensive understanding of market demand and more effective marketing and product positioning strategies.

Customer Targeting and Product Positioning: A Study of Small-Scale Enterprises in Nigeria

This study examined the connection between product positioning and customer targeting strategies amongst small scale food, beverage, and fabric manufacturing companies in Nigeria. The research design used in the study was descriptive survey. Data were collected via questionnaires from 211 marketing professionals and clients of the aforementioned manufacturing entrepreneurs. The Pearson Product Moment Correlation Analysis was used as an inferential tool for data analysis. The study's findings demonstrated the importance of product positioning strategy in determining sales results and enhancing competitive advantage. It was discovered to have excellent sales prediction capabilities. In addition, the sales of manufacturing SMEs in under review were significantly impacted by product positioning tactics. As a result, this study recommends using a product price positioning strategy to increase the marketability of their items.

Multichannel retailers' prominent attribute and product positioning strategies

PurposeThis paper studies how multichannel retailers choose the product quality level and decide which attribute to make prominent in their physical store in a competitive environment.Design/methodology/approachThis paper develops a game theoretic model, in which multichannel retailers' decisions are made in three stages. Using prominent experiential attributes (e.g. functionality) in their offline store and product quality decisions, multichannel retailers are capable of transferring the sales between different channels.FindingsThis analysis shows that making different attributes prominent in their physical store may be an equilibrium, and each multichannel retailer chooses the highest quality level for the prominent attribute. However, the prominent attribute of the highest quality level is not always optimal. Under certain conditions, multichannel retailers may make the experiential attribute prominent in their respective physical stores, which can result in equilibrium.Practical implicationsThe results indicate that multichannel retailers should avoid blindly highlighting high-quality attributes in a competitive environment, or falling into price completion.Originality/valueFrom the perspective of prominent attributes, this study designs the optimal product line based on channel characteristics. The results of the research can provide practical implications for multichannel retailers to increase sales.

ANALYSING SEGMENTING, TARGETING, AND POSITIONING TO FORMULATE GLOBAL MARKETING STRATEGY FOR ASAHAN’S OPAK CRACKERS

This study aims to determine the analysis of Segmenting, Targeting and Positioning to Formulate Asahan's "Opak Opak" Global Marketing Strategy. The research methodology used is qualitative. Qualitative research approach is research that presents and data based on the results of documentation that can provide a clear picture of the object under study, to be processed and analyzed to draw conclusions. The data analysis method used is qualitative where the data used in the study describes an object or phenomenon based on things that generally cannot be calculated using documentation data, literature studies, and secondary data. In this study, the policy analysis of segmenting, targeting and product positioning strategies to formulate a global marketing strategy for Opak Asahan Crackers SMEs is to use effective strategy formulation which finally results in an aggressive SO strategy, namely a strength strategy that takes advantage of the opportunities owned by the business, namely: further improving the management system that is Effective and efficient, Increasing human resources to remain trusted by consumers, Determining market segmentation, target market and product positioning, and Dare to enter the Global market

The strategy of international brand expansion of it enterprises: a case study based on Huawei

Abstract There are two ways of brand expansion for IT enterprises in the world, i.e. internal accumulation expansion and external expansion, involving internal expansion and external expansion respectively. The international expansion strategy of IT brands mainly includes product positioning strategy, customer group selection strategy, location selection strategy, marketing channel strategy, and global public relations strategy. If IT enterprises want to expand their brands successfully in the world, they need to carry out effective innovation in product positioning, market segmentation, location selection mode, marketing methods, public relations system construction, etc.

Electronic word of mouth analysis for new product positioning evaluation

• A new method for evaluating products positioning strategy using topic modelling and sentiment analysis. • Uses longitudinal analysis to identify the effect of time on product’s sentiment. • Uses ordinal logistic regression to evaluate the effect of time on the product positioning and diagnose the cause of mispositioning. • Employs design science as a framework for the development and evaluation of the proposed method. • Apply the method in a case-study from the smartphone industry. People increasingly choose to express themselves online through electronic word of mouth (eWOM), generating large amounts of data, making eWOM a valuable source of information through big data analytics. This enables organizations to gain insights directly from customers’ opinions for better decision making. This work presents a new methodology for evaluating an organisation’s product-positioning strategy through eWOM analytics. A product’s mispositioning has significant negative effects and there is strong interest in identifying ways to avoid it. Current methods that utilize eWOM for product positioning evaluation mostly use post-product release reviews and do not statistically evaluate the effect of time on the product positioning; nor do they provide any means to diagnose the cause of mispositioning. The temporal aspect of positioning, however, provides valuable insights into which product features are more time-invariant and accordingly makes it possible to plan for product redesign or repositioning to maximize profitability. A case study is presented in the context of smartphones using design science research, utilizing Twitter data regarding the release of a new product, collected using a custom Android application. The research questions addressed in this paper are: (1) How do consumers’ preferences change over time with regards to the product’s positioning? (2) Which product features positively influence product positioning and which negatively? To answer these questions, we compared the product-positioning strategy and consumers’ opinions before and after the release of a new product to identify possible discrepancies between expected and actual positioning of the product. This work constitutes a methodological contribution with demonstrated implications for new product positioning strategy evaluation using tweet analysis.

ÜRÜN KONUMLANDIRMANIN ANKARA VE ÇANKIRI’DA YAŞAYAN X KUŞAĞININ SATINALMA NİYETİNE ETKİSİNİN ÖLÇÜLMESİNE YÖNELİK KARŞILAŞTIRMALI BİR ARAŞTIRMA

Çalışmanın amacı ürün konumlandırma stratejilerinin X kuşağının satınalma niyetleri üzerindeki etkilerinin araştırılmasıdır. Bu doğrultuda yapısal eşitlik modeli uygulaması ile ürün konumlandırma stratejileri Teknoloji Kabul Modeli esas alınarak analiz edilmiştir. Araştırmada Türkiye pazarında kolaylıkla temin edilebilen on bir adet akıllı telefon markası incelenmiş, Çankırı ve Ankara illerinde X kuşağı esas alınarak karşılaştırmalı analizler yapılmıştır. 964 adet anlamlı veriye ulaşılan çalışmada dört ürün konumlandırma stratejisi ürüne uyarlanabilmiş ve kuşağın özellikleri ile örtüşen sonuçlara ulaşılmıştır. Araştırmada X kuşağının her iki yerleşim yerinde de fiyata göre konumlandırma stratejisi ve tasarım kalitesine göre konumlandırma stratejisinden etkilendiği fakat diğer stratejilerden etkilenmediği sonuçlarına ulaşılmıştır.

Association rule mining and cognitive pairwise rating based portfolio analysis for product family design

Changing customer needs coupled with rapid technology advances has boosted stronger requirements for a greater variety of consumer electronics. This trend has forced global companies to reconsider their product-positioning strategies. To reduce design cost and shorten the time to market, portfolio analysis for product family design is usually adopted to acquire diverse but related market applications. This study presents a novel framework to implement product differentiation and product configuration. Initially, association rule mining is used to capture user perceptions to identify the significant portfolios of hedonic attributes. Secondly, cognitive pairwise rating is conducted to elicit user preferences for utilitarian attributes (UAs). Finally, the Technique for Order Preference by Similarity to Ideal Solution is used to prioritize the optimal portfolios of UAs. Experiment results show that “keyboard interface”, “body material”, and “screen size” are the most concerned HAs for differentiating the product family while “CPU performance” is the most important UA for configuring padbooks, ultrabooks and notebooks. In summary, this research allows companies to effectively and efficiently incorporate user perceptions or preferences into the entire decision-making process.

Strategic Perils of Outsourcing: Sourcing Strategy and Product Positioning

Although outsourcing input production has long been considered as an important approach to help downstream manufacturers enhance structural efficiency, we provide a theoretical explanation for why outsourcing may negatively affect downstream firms' profitability. We consider a duopoly model wherein downstream manufacturers endogenously determine their input sourcing and product positioning strategies. We show that when inputs from outside suppliers are not perfectly compatible with downstream manufacturers' requests, outsourcing causes downstream manufacturers to pursue aggressive product positioning behavior, leading to the prisoner’s dilemma --- even though both downstream manufacturers could be better off producing inputs in-house, they may still choose outsourcing.

A Naïve Bayes approach to map customer requirements to product variants

A company develops product positioning strategy to make each product cover certain market segmentation and meet a group of customers' requirements. In this sense, customer requirements can be mapped to a product variant. This paper addresses the issue of mapping customer requirements to existing product offerings. We treat the mapping task as a classification problem. Product variants are used as the class label for customer requirements. Considering that customer requirements are usually expressed in ambiguous language and contain uncertain information, a probabilistic Naive Bayes based classifier is built by using existing customer choices data. The classifier takes new customer requirements as input and the output is the product variant which the customer may be satisfied with. In addition, the probabilistic classifier leverages on the flexibility of customer requirements and classifies the requirements based on the probability of relevance of each product variant. Case study shows that the approach can achieve good performance in terms of classification accuracy and F-measure.

Cross-category innovativeness as a source of new product ideas: Consumers’ perceptions of over-the-counter pharmacological beverages

The borders between food and beverage, pharmaceutical and consumer healthcare industries have become increasingly blurred concurrent to the development of ‘radically innovative’ health-enhancing foods and beverages within the health and wellness market. This research investigated consumers’ attitudes and perceptions towards cross-category innovations, and applied it to the design and strategic marketing of novel over-the-counter (OTC) pharmacological beverages. Fifty-eight consumers participated in 10 in-depth interviews and six focus groups. Following this, 286 respondents evaluated hypothetical OTC pharmacological beverage concepts through conjoint analysis. The research revealed that the functional benefit attribute accounted for over 33% of consumers’ purchase intent for OTC pharmacological beverages, with age and OTC-related purchase behaviours strongly related to cluster membership. Consequently, as companies move towards the extremes of the diet-health continuum, branding, product efficacy and product positioning strategy issues become extremely critical considerations for companies seeking new product opportunities with medicinal-oriented products such as OTC pharmacological beverages.

Best new product development and management practices in the Korean high-tech industry

This paper investigates critical factors affecting the likelihood of new product success and effective new product development (NPD) models for Korean high-tech firms. Empirical results suggest that successful projects differ from unsuccessful projects in project environment, skills and resources, project leadership, strategic fit, efficient NPD process, and effective product-positioning strategies. This study confirmed that efficient and effective new product development and management were important determinants of high-tech firms' competitive advantage. Furthermore, the findings of this study raised questions about some commonly held beliefs when compared with Western studies focusing on high-tech industries.

The efficacy of using judgmental versus quantitative forecasting methods in practice

In an era where forecasts drive entire supply chains forecasting is seen as an increasingly critical organizational capability. However, business forecasting continues to rely on judgmental methods despite large advancements in information technology and quantitative method capability, prompting calls for research to help understand the reasons behind this practice. Our study is designed to contribute to this knowledge by profiling differences between firms identified as primary users of either judgmental or quantitative forecasting methods. Relying on survey data from 240 firms we statistically analyzed differences between these categories of users based on a range of organizational and forecasting issues. Our study finds large differences in forecast error rates between the two groups, with users of quantitative methods significantly outperforming users of judgmental methods. The former are found to be equally prevalent regardless of industry, firm size, and product positioning strategy, documenting the benefits of quantitative method use in a variety of settings. By contrast, the latter are found to have significantly lower access to quantifiable data and to use information and technology to a lesser degree.