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 THAT HAS PASSED THE END DATE: 

Demonstrate an understanding of product positioning 
SAQA US ID UNIT STANDARD TITLE
10016  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
Passed the End Date -
Status was "Reregistered" 
2004-12-02  2007-12-02  SAQA 1657/04 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2008-12-02   2011-12-02  

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 is replaced by: 
US ID Unit Standard Title Pre-2009 NQF Level NQF Level Credits Replacement Status
252206  Demonstrate an understanding of product positioning  Level 4  NQF Level 04  Complete 

PURPOSE OF THE UNIT STANDARD 
This unit standard is a core standard and forms part of the qualification, National Certificate, and is registered at Level 4 on the National Qualifications Framework (NQF). Learners working towards this standard will be learning towards the full qualification, or will be working within a Marketing Environment, specialising in either Marketing Communication, Marketing Management, Market Research or Customer Management, where the acquisition of competence against this standard will add value to one`s job.
This standard will also add value to learners who are starting their own business and recognises that Marketing forms an integral component of any business.

The qualifying learner is capable of:
  • Describing and explaining product positioning strategies
  • Positioning 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 communicating verbally and in writing and computer technology at Level 3 on the NQF 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 
    1. Target market analysis are made of existing products and competing products. 

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

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

    ASSESSMENT CRITERION 4 
    4. Customer perceptions are identified and explained. 

    ASSESSMENT CRITERION 5 
    5. Customer preferences for product positions are identified and explained. 

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

    SPECIFIC OUTCOME 2 
    Position the product in relation to the market. 

    ASSESSMENT CRITERIA
     

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

    ASSESSMENT CRITERION 2 
    2. Positioning and repositioning options are identified and explained. 

    ASSESSMENT CRITERION 3 
    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 
    1. Phases of product life cycles are identified and explained. 

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

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


    UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS 
    Providers offering learning towards this standard will be accredited by the Educational Training Quality Assurance Body (ETQA) of the services SETA and/or by GENFETQA. 

    UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
    A demonstrated understanding of:
  • 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. 


  • 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 NOTES 
    This unit standard has been replaced by unit standard 252206, which is "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  20907   National Certificate: Customer Management  Level 4  NQF Level 04  Passed the End Date -
    Status was "Reregistered" 
    2008-02-19  Was SERVICES until Last Date for Achievement 
    Core  20903   National Certificate: Marketing Communications  Level 4  NQF Level 04  Passed the End Date -
    Status was "Reregistered" 
    2008-02-19  Was SERVICES until Last Date for Achievement 
    Core  20899   National Certificate: Marketing Management  Level 4  NQF Level 04  Passed the End Date -
    Status was "Reregistered" 
    2008-02-19  Was SERVICES until Last Date for Achievement 
    Core  20894   National Certificate: Marketing Research  Level 4  NQF Level 04  Passed the End Date -
    Status was "Reregistered" 
    2008-02-19  Was SERVICES until Last Date for Achievement 
    Elective  23453   National Certificate: Micro Finance  Level 3  NQF Level 03  Reregistered  2023-06-30  BANKSETA 
    Elective  20185   Further Education and Training Certificate: Banking  Level 4  NQF Level 04  Reregistered  2023-06-30  BANKSETA 
    Elective  48875   Further Education and Training Certificate: Public Relations Practice  Level 4  NQF Level 04  Passed the End Date -
    Status was "Reregistered" 
    2009-09-09  Was SERVICES until Last Date for Achievement 
    Elective  57612   National Certificate: Arts and Culture Enterprise  Level 5  Level TBA: Pre-2009 was L5  Reregistered  2023-06-30  CATHSSETA 
    Elective  49119   National Certificate: Craft Operational Management  Level 5  Level TBA: Pre-2009 was L5  Reregistered  2023-06-30  CATHSSETA 


    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.