What is the purpose of positioning in marketing?

Positioning in marketing refers to the strategic process of defining how a product or brand is perceived in the minds of consumers relative to competitors. The primary aim of positioning is to design a company's offerings and the overall image presented to the target market so that they resonate effectively with consumers' needs and preferences.

This involves identifying the unique value proposition of the product or service and determining how it will stand out in a crowded marketplace. By clearly establishing a favorable position in the minds of consumers, businesses can influence their purchasing decisions and enhance brand loyalty.

While pricing strategies, production efficiency, and managing customer relationships are important aspects of overall marketing strategy, they do not specifically address the core purpose of positioning, which is fundamentally about how a company wants its brand and products to be viewed and understood by its target audience.