Question

The formulation of positioning strategy includes the following EXCEPT:

a. identify the relevant set of competing products or brands.
b. determine current perceptions held by consumers about the products.
c. develop possible positioning themes.
d. develop a uniform positioning strategy for every brand in the company.
e. screen the positioning alternatives and select the most appealing one.

Answer 1

The formulation of positioning strategy includes identifying competing products, determining consumer perceptions, developing positioning themes, and selecting the most appealing alternative.

Step-by-step explanation:

The formulation of positioning strategy includes several steps to ensure a product stands out from its competitors. These steps typically involve:

1. Identifying the relevant set of competing products or brands
2. Determining current perceptions held by consumers about the products
3. Developing possible positioning themes
4. Screening the positioning alternatives and selecting the most appealing one

However, the process does not typically involve developing a uniform positioning strategy for every brand in the company, as each brand may have unique characteristics and target markets.