Positioning


The word "positioning" took on a new meaning forbusiness in 1972.The concept was first popularized by Al Ries and Jack Trout in their bestsellerbook Positioning - a battle for your mind. According to them, positioning is a game people play intodays me-too market place. The key topositioning, Trout says, is owning one word in your customer'smind.


Product positioning principles


According to Daniel Levis there are four different methodsof product positioning

  • Unique Selling Proposition
  • Risk Reversal
  • Inordinate Value
  • Clear, Complete, & Concise Customer Education


Product positioning process


Generally, the product positioning process involves:

1)      Definingthe market in which the product or brand will compete

2)      Identifyingthe attributes that define the product 'space'

3)      Collectinginformation from a sample of customers about their perceptions of each producton the relevant attributes

4)      Determineeach product's share of mind

5)      Determineeach product's current location in the product space

6)      Determinethe target market's preferred combination of attributes

7)      Examinethe fit between:

a.       The position of your product

b.       The position of the idealvector

8)      Position



Positioning concepts


More generally, there are three types of positioningconcepts:


1)      Functionalpositions

a)       Solve problems

b)       Provide benefits tocustomers

c)       Get favorable perception byinvestors and lenders

2)      Symbolicpositions

a)       Self-image enhancement

b)       Ego identification

c)       Belongingness and socialmeaningfulness

d)       Affective fulfillment

3)      Experientialpositions

a)       Provide sensory stimulation

b)       Provide cognitivestimulation


Measuring the positioning


Perceptual mapping is a graphicstechnique used by marketers that attempts to visually display the perceptionsof customers or potential customers. Typically the position of a product, productline, brand,or company is displayed relative to their competition. Besides perceptualmapping there are various survey techniques, and statistical techniqueslike multi dimensional scaling,factoranalysis, conjoint analysis, and log-it analysis.


 

Positioning Strategies 


There are seven positioning strategies that can be pursued: 


Product Attributes: What are the specific products attributes? 


Benefits: What are the benefits to the customers? 


Usage Occasions: When / how can the product be used? 


Users: Identify a class of users. 


Against a Competitor: Positioned directly against a competitor. 


Away from a Competitor: Positioned away from competitor. 


Product Classes: Compared to different classes of products. 


Positioning Differences 


The differences that are promoted for a product must be: 


Important: The difference delivers a highly valued benefit to the target buyers 


Distinctive: Competitors do not offer the difference, or the company can offer it in a more distinctive way 


Superior: The difference is superior to other ways that the customer might obtain the same benefit 


Communicable: The difference can be explained and communicated to the target buyers 


Preemptive: Competitors cannot easily copy the difference 


Affordable: Buyers can afford to pay the difference 


Profitable: Company can introduce the difference profitably 


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