Positioning Errors

Kotler says that the firm should avoid four major positioning errors, namely:

Under positioning: this occurs when the buyers know much less about the brand or do not know anything special about the brand.

Over positioning: when the buyers have too narrow a view of the firm, the product or brand, for example, buyers may perceive Ram Maica as offering only quality decorative laminates, when in reality it offered decorative glass and flush door too.

Confused positioning: buyers may have a confused image of the brand, this may occur as a result of the frequent changes in the positioning statement.

Doubtful positioning: it occurs when buyers doubt the veracity of the claims made by the firm.