There are three types of positioning concepts:
1. Functional positions ( Eg: Just Dial)
o Solve problems
o Provide benefits to customers
2. Symbolic positions ( Eg. Mercedes Benz)
o Self-image enhancement
o Ego identification
o Social meaningfulness
o Affective fulfillment
3. Experiential positions ( Eg. Virgin Airlines)
o Provide sensory stimulation
o Provide cognitive stimulation
As mentioned above, positioning has more to do with the customer’s perception, a marketer should take care about how effectively the positioning message is communicated to the end user or the prospective user. Positioning has to be managed at every point where the customer comes in contact with the company, from personal sales to online communication to telephonic interaction. This is the only effective way of avoiding any confusion about the product in the mind of the customer.