Positioning Strategy

Paper Summary:

The positioning strategy one adopts to market a product or service is vital in determining the profitability of the product or service being offered. This paper examines the most efficient positioning strategies that can be used to market a unique teeth-whitening service in a dental facility to demonstrate positioning strategy. Before evaluating the effectiveness of the particular positioning strategy adopted, an overview of the importance of positioning strategy is conducted.

Paper Outline:
Introduction
Overview
Evaluation of Positioning Effectiveness
Conclusions
References

From the Paper:

"Simply defined, the positioning strategy should be crafted as a result of the image the marketer desires to place in the mind of the target audience, or people that would be purchasing the product or service (Taha, 2004). There are several ways to position a product or service. Namely, one can position a product directly against consumers, one may emphasize a unique or distinct aspect of their product, or one can affiliate their product or service with something that a consumer values and is familiar with (Taha, 2004)."

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