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	4
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	4

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	Passed the End Date - Status was "Reregistered"	2023-06-30	BANKSETA
Elective	20185	Further Education and Training Certificate: Banking	Level 4	NQF Level 04	Passed the End Date - Status was "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	Passed the End Date - Status was "Reregistered"	2023-06-30	CATHSSETA
Elective	49119	National Certificate: Craft Operational Management	Level 5	Level TBA: Pre-2009 was L5	Passed the End Date - Status was "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.

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