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RG

IN CONTEXT

FOCUS

Positioning strategy

KEY DATES

1950s and 60s Markets are dominated by large companies offering mass-produced items, such as Coca-Cola. Choice is limited, but the scope for products targeted at new sectors of the market is high.

1970s and 80s Markets become more segmented as companys generate new products and market them toward narrower groups.

1990s and 2000s Companies and brands position themselves ever-more aggressively and distinctively in the overcrowded marketplace.

2010s Finding and sustaining market niches is assisted by the promotional capabilities of the Internet, which allow “one-to-one” marketing and customization of products. ...

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