| Positioning (marketing) |
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Re-positioning involves changing the identity of a product, relative to the identity of competing products, in the collective minds of the target market. De-positioning involves attempting to change the identity of competing products, relative to the identity of your own product, in the collective minds of the target market. PRODUCT POSITIONING STRATEGY The ability to spot a positioning opportunity is a sure test of a person's marketing ability. Successful positioning strategies are usually rooted in a product's Sustainable Competitive Advantage . The most common basis for constructing a product positioning strategy are:
PRODUCT POSITIONING PROCESS Generally, the product positioning process involves: # Defining the market in which the product or brand will compete (who the relevant buyers are) # Identifying the attributes (also called dimensions) that define the product 'space' # Collecting information from a sample of customers about their perceptions of each product on the relevant attributes # Determine each products' Share Of Mind # Determine each products' current location in the product space # Determine the target market's preferred combination of attributes (referred to as an ''ideal vector'') # Examine the fit between:
# Position The process is similar for positioning your company's services. Services, however, don't have the physical attributes of products - that is, we can't feel them or touch them or show nice product pictures. So you need to ask first your customers and then yourself, what value do clients get from my services? How are they better off from doing business with me? Also ask: is there a characteristic that makes my services different? Write out the value customers derive and the attributes your services offer to create the first draft of your positioning. Test it on people who don't really know what you do or what you sell, watch their facial expressions and listen for their response. When they want to know more because you've piqued their interest and started a conversation, you'll know you're on the right track. POSITIONING CONCEPTS More generally, there are three types of positioning concepts: # Functional positions
# Symbolic positions
# Experiential positions
MEASURING THE POSITIONING Positioning is facilitated by a graphical technique called Perceptual Mapping , various Survey techniques, and statistical techniques like Multi Dimensional Scaling , Factor Analysis , Conjoint Analysis , and Logit Analysis . SEE ALSO
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