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.
Back Kotler (1997:265) describes several ways product positioning that can be done in marketing products to marketers target consumers, among others:
1. Positioning by attribute
This occurs when a firm position by emphasizing product attributes that are superior to its competitors, such as size, length of existence, and so on. For example Disneyland can advertise din as the world's largest amusement park.
2. Positioning by benefits
I n this sense the product is positioned as a leader in a particular benefit. For example Knotts Berry Farm amusement park position themselves as for those who seek the experience of fantasy, such as living in the golden era of the Old West cowboy.
3. Positioning according to the use or application of a set of values of the use or application of this is used as a highlighted element than its competitors, for example: Japanese Deer Park positioned itself to tourists who just want to get a short entertainment.
4. Positioning according to user
This means positioning the product as the best for a number of user groups. In other words, the target market is more directed at one or more communities, both in the narrow sense and in a broad sense. Eg Magic Mountain can advertise itself as an amusement park for the 'search' challenges.
5. Positioning by competitor
Here the overall product highlighting its brand name in full and diposisiskan better than competitors. For example: Lion Country Safari can advertise memilk more kinds of animals when compared with the Japanese Deer Park.
6.Positioning by product category
Here the product is positioned as a leader in a product category. For example: Marineland of the Pacific can position themselves not as a 'leisure park' but as 'the institution'.
7. Positioning the price or quality
Here the product is positioned as offering the best value. For example Busch Gardens din can be positioned as the best value for the price (compared to the positioning as a high quality / high price or the lowest price.
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