Development of the Product Positioning Strategy

This work examines the theoretical and fundamental aspects of product positioning, highlighting the current author's methods and non-standard concepts for developing a strategy. The structuring of approaches to practical positioning, performed in the work, makes it possible to assess the entire range of possible solutions to the issue, and the detailed methodology for developing a positioning strategy, including practical tools, considers the entire stage of the positioning process. Of particular interest is the consideration of a practical case in the aspect of the topic of work presented by the process of developing a strategy for positioning a new product for the Nizhny Novgorod wholesale and retail company. The full path of developing a strategy is described - from conducting marketing research to processing and applying their results in the development of a positioning concept.