Thursday, April 19, 2012

Quality Positioning - Communicating and Sustaining It

Best quality positioning is one of the most commonly promoted number-one positioning of the product, brand or the company.

What is positioning?

Positioning is the act of designing the company's offering and image so that they occupy a meaningful and distinct competitive position in the target customers' minds. (Kotler)

The positioning decision guides the marketing mix. Kotler stated that the firm promoting the high-quality position, has to produce high-quality goods and services, has to charge high price in relation to others, distribute the product through high-quality outlets and advertise through high-quality magazines.

Quality is to be communicated through all elements of marketing. Kotler gave the example of a frozen food brand losing its prestige image by being on sale (say at a discount) too often.

Related articles

Sustaining the Quality Positioning of the New Zealand Wine 2011 conference paper

Assessment of Iranian Business Schools on Quality Positioning Scale based EFQM Model  2008 conference paper

Total Quality Positioning - An Interesting Idea
Total Quality Positioning Part 2

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