Product Positioning Strategy

Product positioning is closely related to market segmentation for product placement is intended to serve a specific target market. Therefore, understanding the product positioning strategy as a strategy used to embed an image of the product in the minds of consumers so that these products stand out in comparison with competitors' products. Its primary focus is how so consumers have the same perception with the expected manufacturer of the products offered.

Product Positioning

In the process always starts positioning product positioning. This opinion was expressed by Regis Mc Kenna (1985: 37), which also suggests the definition of product positioning as follows: "The positioning process Should begin with the products themselves. To gain a strong product positioning, a company must differentiate its product from all other products on the market. The goal is to give theproduct a unique position in the market place. " From the above definition implies that the positioning process should begin with the product itself.

Role Positioning In Marketing Strategy

According to Craven (1991:270) that the positioning of a very large role in marketing strategy, after conducting a market analysis dananalisis competitors in a firm's internal analysis (total situation analysis). The reason the world is now torn over communication, the explosion of goods, media, and advertising. As a result the mind of the prospect of a battleground.