5 key principles of positioning
Positioning is an activity aimed at finding an advantageous position for the company, person, product (hereinafter product) that distinguishes it from its competitors. Support any of the positioning – target audience, who strongly support positioned. A clear knowledge about for whom it is done, and how, on what basis should do the next step allows you to create the most effective and, in principle, the working set of activities (marketing-mix).
5 basic rules for successful positioning.
First, positioning is a strategy, not a tactic. Search, the creation of the position takes time, much more than one advertising campaign. The position should have clear distinctions from other products, as well as a clear advantage. After that position becomes resistance, but also the ability to adapt. This means that the position adapts to external conditions, and life cycle of the product (to market, flourishing, decline in demand). Read more about it here soldis/ourvision/detail/pozicionirovanie/.
Secondly, the position of the brand or product actually is in the minds of consumers. Positioning — this is his opinion about a product or brand. Is achieved by the alloy of the real characteristics (cognitive characteristics, price, distribution channels) and image (the results of your advertising, events, PR and promotion). And here comes into play the consumer, ideally it is he who determines the future position of the goods. It is important to remember that the real characteristics of the image can easily fail to coincide, and therefore to disrupt the entire marketing plan. That is why the first rule is so important.
Thirdly, positioning is the main motive of gain. When properly selected the position strengths of the product become benefits to customers. It is important to understand that the promises should be fulfilled. Any positioning without reliance on actual facts is doomed to failure. Therefore, the position is not only image, but also offer real benefits.
Fourth, every consumer is looking for in the product its own benefit, it follows that the position of the item differs from buyer to buyer. Different customers form different segments of the market, so you need to be clear on what kind of light will appear the product’s position in the eyes of the members of each segment.
Finally, positioning is a story about relationships. Products always occupy the position RELATIVE to other commodities. The price level is high or low only RELATIVE to its competitors. The quality of the product is RELATIVE to the qualities of the competitors.