Directorate of distance education

energy 
efficiency
might also be imposed by the policymaker. More in general, to 
get 
technologically and socially close substitutes to brown products
is 
the goal of an innovative economic policy for climate change mitigation, 
underlining that green products risk often to be considered inferior to 
polluting ones under certain axes of differentiation, so their sales be still 
confined to a niche of green consumers. In this case a mere tax on CO2 
emissions, raising the price of brown products, would not be enough for 
large majorities of consumers to shift towards the green substitutes.
Product Positioning 
Product positioning is closely related to market segment focus. 
Product positioning involves creating a unique, consistent, and recognized 
customer perception about a firm’s offering and image. A product or 
service may be positioned on the basis of an attitude or benefit, use or 
application, user, class, price, or level of quality. It targets a product for 
specific market segments and product needs at specific prices. The same 
product can be positioned in many different ways. 
The illustration below shows an example taken from Philip Kotler’s 
book, Marketing Management published by Prentice Hall. This two-
dimensional perception map shows how Kotler analyses the positioning of 
an instant breakfast drink relative to variables of the price of the product 
and speed of preparation. Another common framework for product 
positioning is taken from a series of questions. You can position a product 
using a positioning statement that answers these important questions: 

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➢ For whom is the product designed? 
➢ What kind of product is it? 
➢ What is the single most important benefit it offers? 
➢ What is its most important competitor? 
➢ How is your product different from that competitor? 
➢ What is the significant customer benefit of that difference? 
For example, the following are positioning statements used by Palo 
Alto Software to focus marketing for two new products introduced in late 
1994: 
➢ Business Plan Pro For the businessperson who is starting a new 
company, launching new products or seeking funding or partners, 
Business Plan Pro is software that produces professional business 
plans quickly and easily. Unlike (deleted), Business Plan Pro is a 
stand-alone product, and requires no other programs to buy or 
learn.