positioning
Positioning
2007/// Filed in: Marketing
Positioning means different things to different people. Some marketers consider it to be a segmentation decision while others view it as an image decision. The term positioning differs from the older term "image" in that positioning implies a frame of reference (e.g. position), namely that of the competitors.
Positioning decisions are critical as they can be central to a consumer's perception and choice decision. Ries and Trout ("Positioning: The Battle for Your Mind") define positioning as what is created in the minds of the target customers. Positioning is about image of the product in the mind of the selected target group vis-a-vis competing firms. Thus, positioning relates to the personality of the product as well as to the image and brand.
Ogilvy defines positioning as "what the product does, and who it is for" ("Ogilvy on Marketing"). The objective is to evoke an emotional response.
The steps to an effective positioning strategy include:
-1. Identify the competitors: primary & secondary
-2. Determine how competitors are perceived by the target segment
-3. Determine the positioning of the competitors
-4. Analyze the customers, their needs, wants, and demands
-5. Select a unique and differentiated positioning
-6. Monitor the position
Positioning strategies include: 1) by attribute, 2) price/quality, 3) use or application, 4) product user, 5) product class, and 6) competitor.
References:
[1] Doyle, "Marketing Management & Strategy"
[2] Chong, "International Marketing Study Guide -- U.London (External)"
[3] Ries & Trout, " Positioning: The Battle for Your Mind" (1981)
[4] Ogilvy, "Ogilvy on Marketing"
Positioning decisions are critical as they can be central to a consumer's perception and choice decision. Ries and Trout ("Positioning: The Battle for Your Mind") define positioning as what is created in the minds of the target customers. Positioning is about image of the product in the mind of the selected target group vis-a-vis competing firms. Thus, positioning relates to the personality of the product as well as to the image and brand.
Ogilvy defines positioning as "what the product does, and who it is for" ("Ogilvy on Marketing"). The objective is to evoke an emotional response.
The steps to an effective positioning strategy include:
-1. Identify the competitors: primary & secondary
-2. Determine how competitors are perceived by the target segment
-3. Determine the positioning of the competitors
-4. Analyze the customers, their needs, wants, and demands
-5. Select a unique and differentiated positioning
-6. Monitor the position
Positioning strategies include: 1) by attribute, 2) price/quality, 3) use or application, 4) product user, 5) product class, and 6) competitor.
References:
[1] Doyle, "Marketing Management & Strategy"
[2] Chong, "International Marketing Study Guide -- U.London (External)"
[3] Ries & Trout, " Positioning: The Battle for Your Mind" (1981)
[4] Ogilvy, "Ogilvy on Marketing"