The marketing program positioning strategy is the combination of product, channel of distribution, price, and promotion strategies a firm uses to position itself against its key competitors in meeting the needs and wants of the market target.

This strategy is also .called the "marketing mix" or the "marketing program." The positioning strategy seeks to position the product in the eyes and mind of the buyer and distinguish the product from the competition.

The concerns of General Motors Corp. (CMC) about positioning illustrate the strategic importance of positioning. In 1995, CMC launched a major marketing effort to reposition its automobile brands. The objective is to identify -the market segment targeted by each brand and to develop a positioning strategy appropriate for the target. The problem is that GM's car brands are perceived by many buyers to be very similar. The objective of GM's new strategy is to give each brand a distinct identity geared to the, preferences of the round’s market target. ..

Positioning indicates how the firm would like its product or brand to be perceived in the eyes and minds of the market target customers.

For example, GM wants the buyers in Pontiac's target market to think of it as a sporty brand reflecting youth and spirit.

The, positioning strategy is intended to help position a product or brand with the buyer. The product, distribution, price, and promotion strategy components make up a bundle of actions that are used to influence buyers' positioning of a brand.