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
http://academyofwinebusiness.com/wp-content/uploads/2011/09/14-AWBR2011-Brodie-Glynn-Schultz.pdf 2011 conference paper

Assessment of Iranian Business Schools on Quality Positioning Scale based EFQM Model
http://www.waset.org/journals/waset/v37/v37-58.pdf  2008 conference paper

Total Quality Positioning - An Interesting Idea
http://www.bdn-intl.com/TotalQualityPositioning.php
Total Quality Positioning Part 2
http://www.bdn-intl.com/TotalQualityPositioning-Part2.php




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