... Topshop brand and its focus on the target market:> 15 - 30 Year old females> Like pubing, clubbing and have a sense of fun> Driven by a need to be fashionable and trendy> Know what they want> Like all trend setting magazines> Should remain loyal customers if the retailer maintains a reputation for being fashionable Having defied its target market, a company needs to position its product within the market. Positioning was described simply by two advertising agency executives, Al Ries and Jack Trout during the 1970's: 'You position your product in the mind of the prospect.' Thus positioning requires no actual product changes, but rather where the potential customer sees the product in their mind in relation to others. Topshop have successfully positioned their brand as: 'The latest fashions at affordable prices' To implement the positioning strategy and achieve its objectives, marketing managers must develop a distinct marketing mix - popularly termed the ...

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