The primary difference between targeting and positioning is that targeting identifies which customer group a business chooses to serve, whereas positioning defines how the product is presented in the minds of that chosen group. For example, selecting young professionals as buyers is targeting, but promoting the product as premium and time-saving is positioning.
| Basis of Difference | Targeting | Positioning |
|---|---|---|
| Primary Difference | Targeting selects the specific customer group to serve. | Positioning shapes how the product is perceived by that group. |
| Focus | Focuses on identifying suitable market segments. | Focuses on creating a distinct image in customers’ minds. |
| Decision Question | Who should the business sell to? | How should the product be viewed by customers? |
| Stage in Strategy | Comes after segmentation. | Comes after targeting. |
| Basis | Based on demographics, income, needs, or behavior. | Based on value, benefits, price, or differentiation. |
| Role in Marketing | Determines where marketing efforts are directed. | Determines how marketing messages are framed. |
| Flexibility | Changes when market segments change. | Changes when competitive perception shifts. |
| Examples | Targeting college students or working professionals. | Positioning as affordable, premium, or performance-focused. |