Long-term success in today’s dynamic global economy requires the continuous positioning and repositioning of products.2 Positioning involves those decisions and activities intended to create and maintain a certain concept of the product in the customer’s mind. It requires developing a sales and marketing strategy aimed at influencing how a particular market segment perceives a product in comparison to the competition.3 In a market that has been flooded with various types of sport-utility vehicles (SUVs), Land Rover has been positioned as a dependable vehicle that can climb a steep, rock-covered hillside with ease. Every effort has been made to create the perception of safety, durability, and security. To give sales representatives increased knowledge to share with clients to effectively position the Land Rover against it competitors, the company has arranged plant tours and the opportunity to observe actual testing of the Land Rover vehicles under extremely demanding conditions.

Good positioning means that the product’s name, reputation, and niche are well recognized and respected. However, an effective positioning strategy cannot be accomplished solely by the company. The positioning process must be continually configured and custom fitted by the salesperson to match each customer’s specific wants and needs.4