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Positioning can assist the company to resolve its marketing mix problem. Marketing 4P's (product, price, place, and promotion) are the tactical results directed by positioning strategy.
——Marketing Management, Philip Kotler
E.g. The marketing campaign of Wong Lo Kat
Wong Lo Kat positioned itself as "the beverage that prevents excessive internal inflammation", and started its marketing campaign around this core position.
Product: Established by the founder of herbal tea in China hundred years ago and distilled from various Chinese herbals.
Price: higher than most beverages in the market as to support the special function of "inflammation prevention",
Distribution: Most Chinese are aware of spicy and deep fried food can cause excessive internal inflammation. Wong Lo Kat concentrated the sales promotions in chain restaurants, especially Hunan, Sichuan, hot pot, and barbecue restaurants.
Adverting: "Worried about inflammation? Please drink Wong Lo Kat."
Promotion: Distribution of leaflets about prevention of excessive internal inflammation, hosting the event of "cool down the summer with Wong Lo Kat Herbal Tea," and the sales promotion with lottery tickets etc.
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