SAQA All qualifications and part qualifications registered on the National Qualifications Framework are public property. Thus the only payment that can be made for them is for service and reproduction. It is illegal to sell this material for profit. If the material is reproduced or quoted, the South African Qualifications Authority (SAQA) should be acknowledged as the source.
SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD: 

Demonstrate an understanding of product positioning 
SAQA US ID UNIT STANDARD TITLE
252206  Demonstrate an understanding of product positioning 
ORIGINATOR
SGB Marketing 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY
-  
FIELD SUBFIELD
Field 03 - Business, Commerce and Management Studies Marketing 
ABET BAND UNIT STANDARD TYPE PRE-2009 NQF LEVEL NQF LEVEL CREDITS
Undefined  Regular  Level 4  NQF Level 04 
REGISTRATION STATUS REGISTRATION START DATE REGISTRATION END DATE SAQA DECISION NUMBER
Reregistered  2015-07-01  2018-06-30  SAQA 10105/14 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2019-06-30   2022-06-30  

In all of the tables in this document, both the pre-2009 NQF Level and the NQF Level is shown. In the text (purpose statements, qualification rules, etc), any references to NQF Levels are to the pre-2009 levels unless specifically stated otherwise.  

This unit standard replaces: 
US ID Unit Standard Title Pre-2009 NQF Level NQF Level Credits Replacement Status
10016  Demonstrate an understanding of product positioning  Level 4  NQF Level 04  Complete 

PURPOSE OF THE UNIT STANDARD 
The person credited with this unit standard will be able to describe and explain product positioning strategies while positioning the product for the market. They will also be able to explain and describe product life cycles.

The qualifying learner is capable of:
  • Describing and explaining product positioning strategies.
  • Explaining position of the product in relation to the market.
  • Explaining and describing product life cycles. 

  • LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Learners accessing this qualification will have demonstrated competence in:
  • Communication at NQF Level 3 or equivalent.
  • Mathematical Literacy at NQF Level 3 or equivalent. 

  • UNIT STANDARD RANGE 
  • Marketing including all forms of marketing communications, direct marketing and relationship marketing, sponsorship, event marketing, sales promotions, public relations and alternative strategies.
  • Standard applies to marketing management, customer management, marketing communications and marketing research.
  • Product life cycles including development, introduction, growth, maturity, saturation and decline.
  • Positioning and repositioning including needs, wants, features, advantages, benefits, usage, users and competition. 

  • Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Describe and explain product positioning strategies. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Target market analyses is explained in respect of existing products and competing products. 

    ASSESSMENT CRITERION 2 
    Comparisons are made with existing products and competing products. 

    ASSESSMENT CRITERION 3 
    Opportunities for new product development and modification of existing products are identified and assessed against market requirements. 

    ASSESSMENT CRITERION 4 
    Customer perceptions are identified and explained in order to ascertain perceptions. 

    ASSESSMENT CRITERION 5 
    Customer preferences are identified and explained in order to establish product positions. 

    ASSESSMENT CRITERION 6 
    Market opportunities are identified and explained with examples. 

    SPECIFIC OUTCOME 2 
    Explain position of the product in relation to the market. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Relative target markets positions are identified and explained with examples. 

    ASSESSMENT CRITERION 2 
    Positioning and repositioning options are identified and explained in given case studies. 

    ASSESSMENT CRITERION 3 
    Position strategies are identified and explained, which communicate and execute the product positioning decisions taken. 

    SPECIFIC OUTCOME 3 
    Explain and describe product life cycles. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Phases of product life cycles are identified and explained in given case studies. 

    ASSESSMENT CRITERION 2 
    Implications for marketing programs of product life cycles are identified and described in given case studies. 

    ASSESSMENT CRITERION 3 
    Product life cycle phases are evaluated and implications are explained for new product development and modification of existing products. 


    UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS 
  • An individual wishing to be assessed (including through RPL) against this unit standard may apply to an assessment agency, assessor or provider institution accredited by the relevant ETQA.
  • Anyone assessing a learner against this unit standard must be registered as an assessor with the relevant ETQA.
  • Any institution offering learning that will enable achievement of this unit standard or assessing this unit standard must be accredited as a provider with the relevant ETQA.
  • Moderation of assessment will be conducted by the relevant ETQA at its discretion. 

  • UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
  • A broad understanding of methods and techniques for positioning products in a market.
  • An all rounded understanding of product life cycle development, introduction and growth. 

  • UNIT STANDARD DEVELOPMENTAL OUTCOME 
    N/A 

    UNIT STANDARD LINKAGES 
    N/A 


    Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO IDENTIFYING 
    Identify and solve problems pertaining to the determination and understanding of product positioning. 

    UNIT STANDARD CCFO ORGANISING 
    Organise oneself and one's activities so that a thorough understanding exists of product positioning and how it relates to marketing management. 

    UNIT STANDARD CCFO COLLECTING 
    Collect, evaluate, organise and critically evaluate information, which leads to the identification and explanation of product positioning and product life cycles. 

    UNIT STANDARD CCFO SCIENCE 
    Use science and technology in the understanding and gaining of evidence and knowledge for product positioning. 

    UNIT STANDARD ASSESSOR CRITERIA 
    N/A 

    REREGISTRATION HISTORY 
    As per the SAQA Board decision/s at that time, this unit standard was Reregistered in 2012; 2015. 

    UNIT STANDARD NOTES 
    This unit standard replaces unit standard 10016, "Demonstrate an understanding of product positioning", Level 4, 4 credits. 

    QUALIFICATIONS UTILISING THIS UNIT STANDARD: 
      ID QUALIFICATION TITLE PRE-2009 NQF LEVEL NQF LEVEL STATUS END DATE PRIMARY OR DELEGATED QA FUNCTIONARY
    Core  67464   Further Education and Training Certificate: Marketing  Level 4  NQF Level 04  Reregistered  2018-06-30  As per Learning Programmes recorded against this Qual 
    Elective  65051   Further Education and Training Certificate: Arts and Culture Development Support  Level 4  NQF Level 04  Reregistered  2018-06-30  CATHSSETA 
    Elective  71729   Further Education and Training Certificate: Public Relations Practice  Level 4  NQF Level 04  Reregistered  2018-06-30  SERVICES 


    PROVIDERS CURRENTLY ACCREDITED TO OFFER THIS UNIT STANDARD: 
    This information shows the current accreditations (i.e. those not past their accreditation end dates), and is the most complete record available to SAQA as of today. Some Primary or Delegated Quality Assurance Functionaries have a lag in their recording systems for provider accreditation, in turn leading to a lag in notifying SAQA of all the providers that they have accredited to offer qualifications and unit standards, as well as any extensions to accreditation end dates. The relevant Primary or Delegated Quality Assurance Functionary should be notified if a record appears to be missing from here.
     
    NONE 



    All qualifications and part qualifications registered on the National Qualifications Framework are public property. Thus the only payment that can be made for them is for service and reproduction. It is illegal to sell this material for profit. If the material is reproduced or quoted, the South African Qualifications Authority (SAQA) should be acknowledged as the source.