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Marketing positioning for medical optics – S.C. Dayane GT Impex S.R.L.: Part II, Marketing positioning. Theoretical-methodological aspects

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  • TALPEANU, Andra Elena
  • EDU, Tudor

Abstract

Market positioning, concept introduced by Jack Trout and Al Ries, initially focused on the idea of creating a unique position in the mind of the consumer through advertising and branding, and evolved over time to include a more comprehensive marketing strategy, including product design, packaging, pricing, and distribution strategies. Positioning in the medical optics industry requires a specific approach due to the highly specialized nature of the market and the importance of trust, precision and innovation. The field of medical optics is characterized by innovation and progress offering revolutionary solutions that redefine how medical conditions are diagnosed, treated and managed. The present work explores the marketing positioning in the case of a business that deals with the marketing of medical optical products, but also provides medical services in order to run the business (consultations, optometry exams, glasses repairs). To determine how this business positions itself against the competition, we can analyze the strengths for which the consumer chooses these services, but also the points that can be improved for better positioning on the market. Part II of the present work presents the theoretical-methodological framework of marketing positioning. This chapter aims to review the basic concepts of what marketing positioning means, such as market research, positioning factors, brand identity, key elements etc. Information related to the survey method and positioning scheme is also presented.

Suggested Citation

  • TALPEANU, Andra Elena & EDU, Tudor, 2024. "Marketing positioning for medical optics – S.C. Dayane GT Impex S.R.L.: Part II, Marketing positioning. Theoretical-methodological aspects," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 14(4), pages 09-13, December.
    • Handle: RePEc:hmm:journl:v:14:y:2024:i:4:p:09-13
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    References listed on IDEAS

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    1. Tudor EDU & Iliuta Costel NEGRICEA, 2012. "Brand Positioning - A Marketing Resource and an Effective Tool for Small and Medium Enterprises," Journal of Knowledge Management, Economics and Information Technology, ScientificPapers.org, vol. 2(1), pages 1-11, February.
    2. Melović, Boban & Jocović, Mijat & Dabić, Marina & Vulić, Tamara Backović & Dudic, Branislav, 2020. "The impact of digital transformation and digital marketing on the brand promotion, positioning and electronic business in Montenegro," Technology in Society, Elsevier, vol. 63(C).
    3. Marko Sarstedt & Erik Mooi, 2014. "A Concise Guide to Market Research," Springer Texts in Business and Economics, Springer, edition 2, number 978-3-642-53965-7, March.
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    More about this item

    Keywords

    Marketing positioning; Marketing of medical optical products; Marketing of medical services; Healthcare consumer;
    All these keywords.

    JEL classification:

    • D21 - Microeconomics - - Production and Organizations - - - Firm Behavior: Theory
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • L84 - Industrial Organization - - Industry Studies: Services - - - Personal, Professional, and Business Services
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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