PRODUCT DESIGN STRATEGIES FOR TARGET-MARKET POSITIONING

Designing optimal positioning strategies for target segments has become an area of intense research interest over the past few years. This article examines a variety of strategies that can be operationalized from conjoint analysis input data. Paul Green and Abba Krieger discuss strategies for modifying buyer perceptions, ideal-level preferences and attribute importances that are attractive for a firm's existing brand(s). They then consider longer run strategies for modifying the current brand's attribute levels and develop a case to illustrate applications of the techniques.