The concept of product market positioning

Abstract

The purpose of the article was to reveal the concept of positioning in the market and its main components by identifying the main strategic advantages and properties of this approach. In addition, the article notes the basic rules for positioning the product and highlights the importance of using the positioning map in controlling the position of the product. The article considers the history of the concept of positioning, defines the features of the approaches and definitions of various authors, as well as the analysis of the selection of its criteria. The authors of the article explain the essence of the positioning process, justify the conditions for choosing a positioning strategy. Methodology - The authors used a comparative method of analyzing various positioning strategies and strategic branding, as well as a structural and functional approach in assessing the versatile risky positions of products in the market, in presenting individual positioning processes and describing their stages. Originality / value of the research . The results of the study provide new systematized knowledge that contributes to the further development of the scientific foundations of strategic positioning, increasing the level of scientific research, as well as expanding practical application. Findings - The authors summarize the theoretical and methodological aspects of strategic positioning, based on the systematization of existing practices, the author's interpretation of the concept of "positioning" is given, an author's algorithm is proposed for the actions of companies to develop and implement a positioning strategy based on the need to plan brand development and mandatory analysis of the competitive environment through the definition of attributes and images of competing companies.