Marketing positioning for medical optics – Dayane GT Impex S.R.L.: Part IV, Analytical presentation of the research approach

Andra Elena Talpeanu and Tudor Edu

Holistic Marketing Management Journal, 2025, vol. 15, issue 2, 08-18

Abstract: Market positioning, concept introduced by Jack Trout and Al Ries, initially focused on the idea of creating a unique position in the mind of the consumer through advertising and branding, and evolved over time to include a more comprehensive marketing strategy, including product design, packaging, pricing, and distribution strategies. Positioning in the medical optics industry requires a specific approach due to the highly specialized nature of the market and the importance of trust, precision and innovation. The field of medical optics is characterized by innovation and progress offering revolutionary solutions that redefine how medical conditions are diagnosed, treated and managed. The present work explores the marketing positioning in the case of a business that deals with the marketing of medical optical products, but also provides medical services in order to run the business (consultations, optometry exams, glasses repairs). To determine how this business positions itself against the competition, we can analyze the strengths for which the consumer chooses these services, but also the points that can be improved for better positioning on the market. Part IV of the present work presents the research approach carried out, which includes a description of the data collection method (using a questionnaire), variables used in the research, the proposed objectives, the formulated hypotheses that will be tested and validated/invalidated using graphs. Also, in this chapter, the data collected are presented, analyzed and interpreted in accordance with the theoretical and methodological aspects of the first chapter. The positioning approach for a period of five years will be presented in the next HMM issue.

Keywords: Marketing positioning; Marketing of medical optical products; Marketing of medical services; Healthcare consumer (search for similar items in EconPapers)
JEL-codes: D21 D83 L84 M31 M37 (search for similar items in EconPapers)
Date: 2025
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