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
Generally, the product positioning process involves:
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b.
More generally, there are three types of positioningconcepts:
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b)
c)
a)
b)
c)
d)
a)
b)
Perceptual mapping is a
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
References:
- Daniel Levis is a top marketing consultant & direct response copywriter based in Toronto Canada. Recently, Daniel & world-renowned publicist & copywriter Joe Vitale teamed up to co author Million Dollar Online Advertising Strategies From The Greatest Letter Writer Of The 20th Century! a tribute to the late, great Robert Collier.
- http://en.wikipedia.org/wiki/Positioning_(marketing)
- http://www.determan.net/Michele/mposition.htm
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