Positioning is an important strategic consideration for every organization. Positioning falls under the segmentation – targeting and positioning threshold. How do you want your products to be positioned? How are your competitors positioned? And what can you do to change your own positioning to match your target market? These are some important questions to be asked by the organization to itself.
The quick guide to positioning series will help you grasp the art of positioning, complete with the basic understanding of positioning, the steps involved in positioning as well as the strategies which can be used for positioning a product. You can click any of the links below to take you to the individual topic.
1. What is positioning – The article discusses the concept of positioning and its application in marketing. Why positioning is used by brands and why it should be a core marketing strategy of businesses?
2. Positioning Process – The exact process of positioning and how to position your brand as a TOMA brand (top of the mind awareness brand)
3. Positioning Strategies
3a. Positioning by Product Characteristics – Your product has various characteristics which can be used in the positioning process by the company. You need to learn how to position by product characteristics.
3b. Positioning by price quality – Price and quality have always been at loggerheads. If you lessen price, people think quality is low. If you keep price high, it will be perceived as higher quality. How to position your product by adjust price and quality is mentioned in this article.
3c. Positioning by Use or application – Usage of the product leaves to different form of segment altogether which is the behavioral segmentation. Naturally, you can position by use or Application as well.
3d. Positioning by product class – If you are buying a toothbrush, you might get the toothpaste free. In such cases, the product class is the same and it is being cross promoted to maintain higher positioning.
3e. Positioning by product process – How the product is made also contributes to the positioning of the product. Example – Organic farming. So you can also position your product by product process.
3f. Positioning by cultural symbols – Each country has a different culture and the cultural symbols vary too. So you can use these cultural symbols to position your product accordingly.
3g. Positioning by competitors – If BMW considers Audi, Mercedes and Jaguar as its competitor, then BMW must be in the premium class as well. Thus, you can position yourself on the basis of which companies you target as your competitor.
Here is a video by Marketing91 Positioning Strategy.
Also read – Marketing tutorials | Segmentation basics
ezeimo chidiebere says
thanks on the topic,
positioning is a critical issue when it comes to product acceptance in the market. using STP formula(segmentation, targeting and positioning). at the introductory stage of a product, positioning matters a lot because once a product has been positioned, its very difficult for it to be re-positioned. a product brand is created through the positioning.
I really enjoyed your article and received a lot of value information. I especially enjoyed how you added links for a more in depth overview of the subject. Thank you.