Product Position means the way a product is defined by consumers on important attributes; the place the product occupies in consumers’ minds (Kotler 185). Kotler also adds that products are created in factories and the brand is created in the consumer’s mind. Dyson, the vacuum company, has created its brand in consumers’ minds, as an elite, never loss of suction vacuum cleaner company.
From the beginning, inventor, James Dyson, worked endless hours to create and patent his cyclonic suction vacuum. He was frustrated with the amounts of money spent on a vacuum cleaner that would only work for a short period of time. So with expertise knowledge and the luck of fate, he was able to introduce a cleaner in 1983.
Today, many consumers have the perception that Dyson products are the best in its class. The superior quality, craftsmanship, and customer service have increased the brand’s image. Dyson promises to never lose suction when vacuuming for quite some time. Although costly, consumers rather spend the money on an excellent vacuum cleaner than constantly buying a new one every few years. This example can relate to Kotler’s concept by proving Dyson has the ability to place their brand and products on a positioning map, showing the contrast between competitors. Two aspects could be higher price, but better satisfaction. With positioning, comes differentiating, Dyson vacuums have competitive advantages over other cleaner products, because of its patented cyclonic suction power and ease of use. With this advantage/benefit the high price of the vacuum can be justified to consumers. What sets Dyson apart from other competitors is the fact that they offer products with a certain guarantee; with that guarantee Dyson is able to actually deliver its promise and live up to what they say.