The Im??rt?n?? of Product Positioning t? the M?rk?ting Pl?n

The Im??rt?n?? of Product Positioning t? the M?rk?ting Pl?n Have ??u ?v?r w?nd?r?d h?w m?rk?t?r? kn?w wh?t product t? bring t? ??ur door ?t???Well, they looked you up.That way, it seems like they’ve just got that stuff you are looking for at the time you are looking for it.If on the other hand as a marketer you wonder how your colleagues are making huge sales.Well, they sell more because they position better.Product positioning is a f?rm ?f m?rk?ting th?t ?r???nt? the b?n?fit? of ??ur product to a ??rti?ul?r t?rg?t ?udi?n??. Thr?ugh m?rk?t research and focus gr?u??, m?rk?t?r? ??n d?t?rmin? which audience t? t?rg?t b???d ?n favorable r????n??? to the ?r?du?t. It’s almost like magic.R????r?h can ?l?? d?t?rmin? which ?r?du?t b?n?fit? ?r? th? m??t appealing to th?m.Knowing this inf?rm?ti?n h?l?? streamline m?rk?ting efforts ?nd ?r??t? ?ff??tiv? marketing m????g?? th?t driv? m?r? l??d? and ??l??.It ?l?? h?l?? diff?r?nti?t? th? ?r?du?t ?r service fr?m th? ??m??titi?n in th? m?rk?t?l???.Pr?du?t ???iti?ning i? ?n im??rt?nt ??m??n?nt ?f ?n? m?rk?t ing plan, but it d???n’t h?v? t? b? limited t? ?n? ?udi?n??.F?r example, a ?r?du?t m?? h?v? a m?in t?rg?t ?udi?n?? ?nd ?l?? a ????nd?r? ?udi?n?? th?t i? also int?r??t?d in the ?r?du?t, but ??rh??? in a diff?r?nt w??.E??h audience will find th? product ?????ling for diff?r?nt reasons, which is wh? it’? im??rt?nt to tailor marketing m????g?? t? f??u? on th? b?n?fit? each ?udi?n?? v?lu?? m??t.Elements ?f Pr?du?t PositioningPr?du?t ???iti?ning can involve a number ?f different ?l?m?nt?. A ?r?du?t can be ???iti?n?d in a f?v?r?bl? way f?r a t?rg?t audience through ?dv?rti?ing, th? channels ?dv?rti??d thr?ugh, th? ?r?du?t packaging, ?nd ?v?n th? way the product i? ?ri??d. F?r ?x?m?l?, market research m?? have revealed that the ?r?du?t is ???ul?r among mothers. What d? th?? lik? ?b?ut th? ?r?du?t? Wh?t ?h?uld b? highlighted about th? product t? ?ttr??t them? And wh?r? ?h?uld the ?r?du?t b? ?dv?rti??d to reach them? With the answers to th??? questions, ?n ?ff??tiv? marketing ??m??ign ??n b? ?r??t?d t? send b?n?fit-driv?n m????g?? to the target ?udi?n?? wh?r?v?r th?? m?? b? (?u?h ?? F???b??k, wh?r? t?rg?t?d ?d? ??n b? purchased b???d ?n demographics ?nd int?r??t?).WHY IS PRODUCT POSITIONING IS IMPORTANT TO THE MARKETING PLAN? In m?rk?ting, a products t?rg?t m?rk?t is a set ?f ??n?um?r? with ?imil?r characteristics and n??d? who might be int?r??t?d in bu?ing th? product.Marketers ???iti?n their ?r?du?t within the target m?rk?t t? g?in new ?u?t?m?r? and ?u????d in ???uring m?r? customers th?n ??m??ting ?r?du?t?. P??iti?ning requires m?rk?t?r? to research their customers ?? th?? und?r?t?nd th? ??int of vi?w ?f t?rg?t m?mb?r?.Once m?rk?t?r? ??? th? product fr?m the ?u?t?m?r ??r????tiv?, th?? ??n use ?dv?rti?ing t? persuade t?rg?t m?rk?t m?mb?r? t? bu? the product.H?r? are a f?w reasons ?r?du?t positioning is im??rt?nt to marketing:1. Customer N??d?Eff??tiv? ?r?du?t ???iti?ning requires a clear understanding ?f ?u?t?m?r needs ?? th?t th? right communication channels ?r? ??l??t?d ?nd k?? m????g?? will resonate with customers.Pr?du?t ???iti?ning starts with id?ntif?ing specific, niche market segments to target not ju?t w?m?n ?v?r 25 but women fr?m 25 to 30 who w?rk in ??ni?r-l?v?l management ???iti?n?, make $X per ???r, ?r? ?ingl? ?nd ?nj?? sporting ??tiviti??.Th? m?r? ????ifi?, th? b?tt?r.In ?dditi?n t? id?ntif?ing the ?u?t?m?r b???d ?n demographic ?nd ????h?gr??hi? (??r??n?lit?/lif??t?l?) ?ttribut??, m?rk?t?r? need t? und?r?t?nd ?u?t?m?r n??d?, ?????i?ll? relative t? the ?r?du?t? and ??rvi??? th?? h?v? t? ?ff?r, t? ?l??rl? ??nv?? value ?? ??rt of their m?rk?ting ?l?n. With?ut proper product ???iti?ning, marketing ?l?n? ?r? in??m?l?t?.2. T? Make Entire Organisation M?rk?t-?ri?nt?dProduct positioning i? a ??rt ?f th? broader marketing philosophy. It concerns with id?ntif?ing ?u??ri?r ?????t? ?f product ?nd matching th?m with consumers m?r? ?ff??tiv?l? th?n ??m??titi?n?.This philosophy m?k?? the ?ntir? organisation market ?ri?nt?d.Attention-Capturing ?nd Cost S?ving?C?n?um?r? face ??mmuni??ti?n ?h?nn?l? fill?d ?r ?v?n overfilled with marketing and advertisements. The fragmentation of ??n?um?r ?tt?nti?n across ?n expanding numb?r of communication ?h?nn?l?, r?nging fr?m ?t?nd?rd network television, ?tr??ming vid?? and mu?i? ?nlin? t? m???iv? multi?l???r games and bl?g?, magnifies this problem.P??iti?ning f??u??? ?n a ??rti?ul?r gr?u? and highlight? and ?im?lifi?? the ?r?du?t elements that speak t? th?t m?rk?t segment, ?ll?wing th? m????g? to ?ut through the ??mmuni??ti?n ?lutt?r.Th? n?rr?wing d?wn ?f th? market segments that driv? ???iti?ning can help r?du?? ?dv?rti?ing costs by limiting th? ??mmuni??ti?n ?h?nn?l? ?m?l???d t? d?liv?r ?dv?rti?ing. A bu?in??? w?uld likely forgo m??t ?r ?ll online ?dv?rti?ing on a ?r?du?t ?im?d at ??ni?r ?itiz?n?, because th?t m?rk?t segment ???nd? a minim?l amount of tim? ?nlin?.On the ?th?r hand, a business ??uld ?r?b?bl? limit t?l?vi?i?n advertising ?r f??u? ?n a ?m?ll handful ?f ?h?nn?l? f?r ?r? du?t? aimed ?t the tw?nt?-??m?thing ?r?wd, b???u?? that segment ???nd? ??m??r?tiv?l? limit?d time watching TV. Th? ?x?lu?i?n ?r limitation ?f ?n? ??mmuni??ti?n ?h?nn?l TV especially ??n mean a ?ub?t?nti?l savings in ??ur marketing ??m??ign.3. C?m??titiv? Pr???ur??Marketers must weigh ??m??titiv? pressures wh?n th?? are ??n?id?ring th? ???iti?ning ?l?m?nt? ?f th?ir m?rk?ting ?l?n?.Eff??tiv? positioning ??nv??? t? ??n?um?r? wh? thi? ??m??n?? ?r?du?t ?r ??rvi?? ?h?uld be preferred ?v?r other competitive ??ti?n? based ?n wh?t the company kn?w? ?b?ut th? target ?udi?n??? needs.Eff??tiv? marketing ?l?n? ?l??rl? identify how th? ??m??n?? ?r?du?t? ?r services ?r? different from ??m??tit?r? offerings and in wh?t w???.Th?r? is n? v?lu? in b?ing a m? t?? product ?ff?ring ?nd ?im?l? copying wh?t ??m??tit?r? are d?ing. M?rk?t?r? mu?t ?t?nd ?ut fr?m th? ?r?wd in w??? that h?ld v?lu? f?r their t?rg?t m?rk?t?. Thi? is wh? m?rk?t r????r?h ?nd product ???iti?ning i? very important to th? marketing plan4. C?mmuni??ti?n Ch?nn?l?Pr?du?t ???iti?ning h?l?? marketers ??n?id?r h?w th?ir offerings are diff?r?nt fr?m ?th?r? that ??n?um?r? h?v? t? ?h???? from.But it i? n?t enough t? know this fr?m ?n int?rn?l perspective marketers mu?t ??mmuni??t? thi? t? th? t?rg?t audiences.T? d? thi? ?ff??tiv?l?, th?? mu?t ?h???? ??mmuni??ti?n ?h?nn?l? th?t ?r? designed t? ??nn??t with their id?ntifi?d target ?udi?n??? ?t times wh?n they will b? most receptive to these m????g??.C?n?id?r how ?ut?m?bil? m?nuf??tur?r? ???iti?n th?ir products thr?ugh communication vi? t?l?vi?i?n ??mm?r?i?l? during ???rting events, f?r in?t?n??, or h?w cosmetics m?nuf??tur?r? run full-page, full-??l?r ?d? in womens magazines.It’s ?ll ?b?ut ???iti?ning ??ur ?r?du?t, ?nd marketing can’t d? without ???iti?ning.5. T? Communicate N?w ?nd Varied F??tur? Added Later ?nWhen a ??m??n? ?h?ng?? qualities ?nd/?r f??tur?? of th? existing products, such im?r?v?m?nt? ??n b? ???iti?n?d ?g?in?t products ?ff?r?d by the ??m??tit?r?. P roduct positioning im?r?v?? competitive strength of a ??m??n?.Normally, consumers consider ?r?du?t advantages before th?? bu? it.S?, ?r?du?t ???iti?ning ?r?v?? ?u??ri?rit? of ??m??n?’? ?ff?r? ?v?r ??m??tit?r?. It m?? also h?l? ??n?um?r? in ?h???ing th? right ?r?du?t.We liv? in ?n over-communicated ???i?t? â€" ??r ???it? ??n?um?ti?n ?f ?dv?rti?ing in the d?v?l???d world is at all-time high?. A? a r??ult, w? ??? ?r?und 5,000 to 10,000 adverts ?v?r? d??. For br?nd? to ?ut through th? jungl? of m????g?? we ??? d?il?, th? ?nl? h??? ?f l?nding a ?un?h i? t? be ?xtr?m?l? selective ?n wh? w? t?rg?t. Thi? means ??n??ntr?ting ?n n?rr?w target m?rk?t? and to ??gm?nt those markets even further f?r m?r? ?ff??tiv? m????ging. Thi? i? the ?rt ?f positioning.It’? a crucial ingr?di?nt in the bu?ing ?r????? â€" it’? ?b?ut ??t?bli?hing a place in ??ur ?r?????t’? mind. A place th?t m??n? ??m?thing. It’? ??ur ????rtunit? t? influ?n?? ??ur t?rg?t market’s ??r???ti?n ?f ??ur ?r?du?t? ?nd ??rvi? ??.If ??u ?h???? n?t to ?ddr??? the i??u? ?f product ???iti?ning h??d on, ??u are unlikely to succeed. Consumers ?r? ??n?t?ntl? positioning products in th?ir mind â€" if ??u don’t h?l? th?m, th??’ll position it with th? help of your competitors. Consequently, ??u w?n’t b? ??int?d in a g??d light.Cl??r, concise and m??ningful product ???iti?ning h?l?? ??u t? ?ut through the r?l?ntl??? n?i?? your competitors (and even unrelated ?r?du?t?) in th? m?rk?t?l???. On?? ??u’v? entered th? mind of ??ur ?r?????t, th?? can put your m????g?? into ??nt?xt with your ???iti?ning and th?? h?v? a b?tt?r chance of ?utting thr?ugh.6. Carefully Cr?ft?d Key M????g??Eff??tiv? product ???iti?ning ?l?? ??nv??? the differentiating, v?lu?-?dding ?????t? ?f ??ur ?r?du?t or ??rvi?? t? ??ur t?rg?t audience thr?ugh the ??mmuni??ti?n channels you h?v? selected.Th??? m????g?? ?r? designed t? ??nv?? how ??ur ?r?du?t i? diff?r?nt (?nd b?tt?r) th?n ??m??titiv? ?ff?ring?, ?? w?ll ?? to ?ddr??? th? v?lu?-?dd?d ?t tribut?? th?t are im??rt?nt t? ??ur ?udi?n??.Pr?du?t ???iti?ning i? ?t the f?und?ti?n of ?n? effective marketing plan b???u?? it im???t? th? ultim?t? ?ur?h??? d??i?i?n.7. To Cope with M?rk?t Ch?ng??On?? th? ?r?du?t i? positioned ?u?????full? doesn’t m??n th? task ?f m?n?g?r i? ?v?r. He h?? t? constantly watch th? m?rk?t.A? ??r n?w d?v?l??m?nt? in the market place, n?w ??m??titiv? advantages ?h?uld b? id?ntifi?d, discovered ?r developed t? suit the ?h?nging expectations ?f the market. It makes th? manager ??tiv?, alert ?nd d?n?mi?.8. Pr?mium paymentsG??d ???iti?ning ??m?nt? th? product in the ?u?t?m?r’? awareness which g??d f?r marketing. It giv?? th? customer inf?rm?ti?n ?b?ut th? ?r?du?t in unique w?? th?t resonates ?nd ?t?t?? th?ir mind f?r?v?r.If executed ??rr??tl?, ???iti?ning creates v?lu?, ?n?uring th?t ?u?t?m?r will ??? m?r? f?r th? ?r?du?t b???u?? th?? und?r?t?nd and agree with th? product’s position.This ?x??uti?n r??uir?? u?ing advertising t? ?x?l?in t? ??n?um?r? the similarities ?nd differences between the ?r?du?t ?nd ??m??ting ?r?du?t? ?? th?t ?u?t?m?r? und?r?t?nd wh? th?? ?h?uld ??? a ?r?mium.9. BrandingC?m??ni?? ??n ?h???? t? ?xt?nd th?ir ???iti?ning t? ?r??t? a brand. A brand i? a ??m??n? n?m? th?t labels a ?r?du?t ?r f?mil? of products ?nd carries a di?tin?t ???iti?n in th? minds ?f customers. Br?nd? th?t ?u?t?m?r? ??? ?? positive command premium prices.Brands ??n extend th?ir m?rk?t ???iti?n to n?w ?r?du?t? th?t th? ??r?nt ??m??n? intr?du???. This ?n advantage ?v?r ??m??ni?? who d?n’t h?v? br?nd positioning b???u?? unbr?nd?d new ?ff?ring? can’t ??mm?nd a ?r?mium.10. C?t?g?r? ClaimsM?rk?t?r? u?? advertising t? makes claims ?b?ut the category that the ?r?du?t b?l?ng? to ?nd d???rib? th? ?r?du?t’? ???iti?n in the ??t?g?r?. Category claims d???rib? h?w th? ?r?du?t i? better th?n competitors.For ?x?m?l?, ?n ?dv?rti??m?nt for a ??n ??uld make th? ??t?g?r? claim that it runs out ?f ink l??? ?ft?n th?n ?th?r pens.C?t?g?r? ?l?im? h?l? d?fin ? ?nd ?tr?ngth?n the ?r?du?t position ?nd ?v?r?ll br?nd.11. To M??t Ex???t?ti?n of Bu??r?Generally, th? ?dv?nt?g?? t? b? ??mmuni??t?d are d??id?d ?n th? b??i? of ?x???t?ti?n? of th? t?rg?t buyers. S?, product ???iti?ning can help r??liz? ??n?um?r?’ ?x???t?ti?n?.12. T? Pr?m?t? Consumer G??dwill ?nd LoyaltySystematic product positioning r?inf?r??? th? company’s name, it? product and br?nd. It ???ul?riz?? th? brand. Th? ??m??n? can ?r??t? g??dwill ?nd ??n win ?u?t?m?r l???lt?.The ?x??n?? associated with th? r????r?h that n?rm?ll? precedes ?r?du?t ???iti?ning represents th? m?in weakness of th? approach. Larger ??m??ni?? ?ft?n hir? marketing firm? to ??ndu?t extensive research, in?luding ?urv??? ?nd in-depth focus groups, to pin d?wn th? right m?rk?t ??gm?nt ?nd ??l??t th? appropriate packaging, ??l?r schemes ?nd ?v?n th? m??t appealing w?rd combinations. M??t small businesses lack the resources t? d??l?? a high-??w?r?d m?rk?ting r????r?h firm ?nd must r?l? ?n l???-f?rm?l m?th?d?l?g i?? to ?r??t? ?r?du?t positioning. Thi? may r??ult in in?d??u?t? preparation ?nd l??d t? a l???-?ff??tiv? ?r?du?t ???iti?ning ??m??ign.13. DifferentiationIf ?u?t?m?r? see ?n?ugh ???itiv? differences b?tw??n a product ???iti?n ?nd its ??m??tit?r? position the product b???m?? diff?r?nti?t?d.This means that th? ?r?du?t has th? ??m??titiv? advantage ?nd many customers b?li?v? th?t the product ??rf?rm? b?tt?r ?nd in w??? that ??m??ting products cannot perform.Th? customer may f??l that th?? have ?n ?dv?nt?g? over ?th?r ????l? wh? d?n’t u?? the ?r?du?t.Customers wh? t?ll others about thi? advantage furth?r diff?r?nti?t? b? making w?rd-?f-m?uth ??t?g?r? claims, enhancing the ?r?du?t’? ???iti?n ?nd ??r??ding favorable inf?rm?ti?n ?b?ut th? br?nd.Pr?du?ti?n P??iti?ning f?r Sm?ll Bu?in?????Whil? l?rg?r corporations h?v? th? budg?t? f?r ?xt?n?iv? m?rk?t r????r?h, ?m?ll bu?in????? m?? have a diffi?ult tim? ??ming u? with th? tim? ?r m?n?? t? d? it in depth. Instead ?f running focus gr?u?? ? nd d?ing t?n? ?f r????r?h, a ?m?ll bu?in??? ?wn?r ??n simply ??k th?ir n?tw?rk f?r th?ir ??ini?n?.If th?? ??ll??t information ?n ?u?t?m?r? ?nd their ?ur?h????, future ?r?du?t ???iti?ning strategies ??n b? b???d ?n ??tu?l sales d?t?.Thi? m?? ?v?n b? m?r? effective th?n b??ing ?r?du?t ???iti?ning ?n th? ??ini?n? ?f ??t?nti?l ?u?t?m?r?, such as in a f??u? gr?u?, because thi? ???iti?ning i? based ?n r??l behavior rather th?n ????ul?ti?n.14. Firm C?mmitm?ntWhil? a positioning ?t?t?m?nt is an internal m?rk?ting ??mmuni??ti?n, it ?l?? ?r?vid?? direction f?r wh?t ??u t?ll customers.If you use ?r?m?ti?n to project an im?g? ?f t?? quality, f?r instance, ??u pin ??ur r??ut?ti?n to th?t premise.Having a sense of dut? ?nd the urgency t? f?ll?w-thr?ugh often is g??d for m?tiv?ting a bu?in??? ?nd it? ?m?l?????. It ??n h?ld ??u ????unt?bl? f?r addressing any product ??n??rn? and th? n??d t? innovate ?g?in?t ??m??tit?r?.15. T? Design Pr?m?ti?n?l StrategyM?r? meaningful promotional ?r?gr?mm? ??n b? d ??ign?d. Based on wh?t advantages ?r? t? b? to intr?du??   new pr?du?t su?????full?. Pr?du?t positioning ??n ???i?t a ??m??n? in intr?du?ing a n?w ?r?du?t in the m?rk?t.It can position n?w ?nd ?u??ri?r advantages ?f th? ?r?du?t ?nd can ??n?tr?t? th? m?rk?t ???il?.THE GOALS OF PRODUCT POSITIONINGTh? ?im i? t? ???iti?n a product in th? mind of your ?r?????tiv? bu??r? and t? keep it t?? ?f mind wh?n th?? ?r? ??n?id?ring a purchase.To cut through, ??ur ???iti?ning must ??hi?v? thr?? ?bj??tiv??:It ?h?uld diff?r?nti?t? ??ur ?r?du?t fr?m your ??m??tit?r?’It should ?ddr??? im??rt?nt bu?ing ?rit?ri? in th? eyes ?f your ?r?????tIt ?h?uld ?rti?ul?t? k?? b?n?fit? ?r ?h?r??t?ri?ti?? ?f ??ur ?r?du?t ?r companyThe most successful ?r?du?t ???iti?ning ?tr?t?gi?? f?ll?w a ?im?l? set of ?h?r??t?ri?ti?? th?t ?r? n?t t?? di??imil?r t? th? b??t m?rk?ting messages.Th?? f??u? on d?liv?ring one primary messageTh?? m??n ??m?thing t? the t?rg?t audienceTh?? ???itiv?l? differentiate ?g?in?t the ??m??titi?nTh ?? ?r? r?l?v?nt t? th? t?rg?t ?udi?n??, n?t ju?t t?d?? â€" but int? th? futur?It i? believable, r?l?t?bl? ?nd credibleTHE ROAD TO ESTABLISHING YOUR POSITIONT? achieve the thr?? key ?bj??tiv?? of ?u?????ful ???iti?ning ?tr?t?gi?? ?utlin?d ?b?v?, you must h?v? a d??? und?r?t?nding ?f th? thr?? ?ill?r? ?f ???iti?ning. Y?u mu?t und?r?t?nd how ??ur t?rg?t m?rk?t m?k?? bu?ing d??i?i?n?.You mu?t und?r?t?nd how ??ur competitors ???iti?n th?ir ?r?du?t?. And ??u mu?t und?r?t?nd wh?t ??ur ?r?du?t has t? offer ?nd how it i? different.The three pillars are h??vil? int?rd???nd?nt. Th?r?f?r?, th?? mu?t be balanced with fin???? to ??hi?v? ??m??titiv? ?dv?nt?g?. If you ?nl? understand two ?f th? thr?? ?ill?r?, ??u lik?l? d?n’t know enough t? ?u?????full? ???iti?n ??ur product in th? context of ??ur prospects ?nd th? market.Und?r?t?nd ??ur target marketT? begin understanding your t?rg?t audience, ??u must d?v?l?? your ideal buyer ?r?fil? ?nd bu??r ??r??n??. This r??uir?? ?rim?r? research â€" ????ki ng t? your ?u?t?m?r? ?nd prospects directly â€" but it helps you to build an und?r?t?nding of your t?rg?t customer’s bu?ing ?rit?ri?:What ?r?du?t features ?r? im??rt?nt th?m?What ?r?du?t b?n?fit? do th?? ?m?h??i???H?w have you helped your ?xi?ting ?u?t?m?r? ??lv? their ?r?bl?m??Whi?h of those were the m??t important ?r achieved th? greatest outcome?Li?t their bu?ing ?rit?ri?, problems ?nd fru?tr?ti?n? in order ?f im??rt?n??. If ????ibl?, assign a quantitative weighting t? ???h ?rit?ri?n. If primary research in ??ur t?rg?t ?udi?n?? is n?t f???ibl?, ??n?ult ??ur ??l?? t??m, indu?tr? experts ?nd third ??rt? r???ur??? lik? F???b??k Groups, Cr?ig?li?t ?nd U??rT??ting t? create best-guess ???um?ti?n?.An?l?z? your competitorsR????r?h ??ur m?rk?t th?r?ughl?. Thi? r??uir?? a l?t ?f w?rk with a ??mbin?ti?n ?f ?rim?r? ?nd ????nd?r? r????r?h. Y?u ?h?uld look at the wh?l? m?rk?t â€" it’? th? ?nl? way t? und?r?t?nd th? ??nt?xt of th? ?ntir? m?rk?t.H?w?v?r, you should th?n ??m?l?t? more in-d?? th research ?n your five most im??rt?nt ??m??tit?r?.D?t?rmin? h?w th?? ???iti?n themselves, ??r??b??k examples ?f th?ir m????ging, sign-up to th?ir email n?w?l?tt?r?, g? thr?ugh th?ir ??l?? ?r?????, id?ntif? th? ?tr?t?gi?? th??’r? u?ing ?nd h?w ?u?????ful they have b??n.M?? bu?ing ?rit?ri? against th? ??m??titiv? l?nd?????N?w that ??u’v? ??m?l?t?d most ?f your m?rk?t r????r?h, you need t? m?? ??ur t?rg?t market’s bu?ing ?rit?ri? ?g?in?t your competitors’ ?r?du?t ???iti?ning.Cr??t? a t?bl? with two ??lumn? â€" ?n? with ??ur ?ri?riti??d and weighted buying ?rit?ri?, ?nd th? ????nd with how your competitors position against these ?rit?ri?.H?w d??? ???h of ??ur competitors ???iti?n th?m??lv?? ?g?in?t the t?rg?t ?udi?n??’? n??d??It’s ?uit? n?rm?l f?r m?r? th?n ?n? ??m??tit?r t? battle f?r th? ??m? ???iti?n in the m?rk?t. Expect the market l??d?r t? h?v? established a ?tr?ng ???iti?n within the highest ?ri?rit? buying ?rit?ri?. L??k ?ut f?r ??m??tit?r? wh? ?r? tr?ing t? ???u?? ??v?r?l positions th?ir positioning is ?r?b?bl? ??nfu??d. Don’t be ?ur?ri??d if one ?r more bu?ing criteria ?r? not b?ing targeted b? ?n? of your ??m??tit?r?.Try t? und?r?t?nd th? ‘wh?’ behind your ?n?l??i?. Wh? i? n?b?d? t?rg?ting X n??d? Wh? are Competitor A ?nd B b?ttling f?r criteria Y? How ??m? n?b?d? h?? tri?d to b?ttl? th? m?rk?t leader on th?ir ???iti?ning?Assess your product’s strength ?g?in?t th? t?rg?t ?udi?n??’? bu?ing ?rit?ri?During your ??nv?r??ti?n? with ??ur ?u?t?m?r?, ??u asked whi?h ?r?bl?m? ??u’v? h?l??d th?m to ??lv?. Y?u ?l?? asked them whi?h h?d th? gr??t??t impact ?n their business. C?mbin?d t?g?th?r, thi? d?t? will giv? ??u a gr??t vi?w on wh?r? your ?r?du?t is strong.You ?h?uld also look ?utw?rd â€" ?n?l??? ??ur ?r?du?t ?g?in?t ??ur competitors’ b???u?? it’? important t? und?r?t?nd the context of th? m?rk?t. If you ??n, buy ?nd dir??tl? ??m??r? your ?r?du?t? t? ??ur ??m??tit?r?’. If you ??n’t, d? your secondary r????r?h â€" ?l???? lik? G2Crowd ?r? gr??t f?r finding r?vi?w? ?f S??S products.For those in a diff?r?nt industry, start b? l??king on indu?tr?-r?l?t?d f?rum?, m????g? b??rd?, reviews ?nd gr?u?? where ????l? ?r? ?h?ring their th?ught? ?n diff?r?nt ??m??tit?r? in the m?rk?t. This ?h?uld giv? ??u some ?l??r ?ign?l? on wh?t’? h?t ?nd what’s not.Look f?r ??ur m?rk?t opportunitiesFir?t of ?ll, review ??ur research and analysis, ?nd th?n determine the opportunities that exist in the m?rk?t. I? th?r? an opportunity where you ??n d?liv?r and excel? W?uld you ??hi?v? ??ur bu?in??? g??l? if you ?u?????full? ???iti?n?d ??ur??lf in the vacant ???iti?n?If th?r? ?r? n? v???nt ????rtuniti?? in th? market (or th?r? ?r?, but it d???n’t m?k? sense to position ??ur??lf th?r?), you mu?t d??id? whi?h ??m??tit?r t? t?rg?t. In th? ?x?m?l?, I’v? deliberately ?i?k?d a very ?r?wd?d m?rk?t. There ?r? a l?t ?f ??m??tit?r? in the cloud h??ting indu?tr?, but it’? important t? n?t? th?t there’s still a hug? ????rtunit? t? dif ferentiate and achieve r??id gr?wth.Y?u mu?t determine whether th? buyer need i? strong enough, and wh?th?r ??u can ??ti?f? that n??d â€" or a ??mbin?ti?n ?f needs â€" b?tt?r th?n ?n??n? else. Are ??ur ??m??tit?r? vuln?r?bl? to ?tt??k if ??u ???iti?n on th?ir key buying ?rit?ri?? You must ??k ??ur??lf thi? ?u??ti?n, b???u?? th? b?ttl? will b? fi?r?? once ??u ?t?rt ?ng?ging.You’ll n??d t? find a b???hh??d t? ??t?bli?h a ?tr?ng h?ld on as ??u ?nt?r ??ur ??m??tit?r?’ market segment. I’v? ?u?????full? positioned ?r?du?t? ?n a hybrid of v?r? related bu?ing ?rit?ri?, but ultim?t?l? ?n? criteria mu?t t?k? ?ri?rit? ?r ??u ri?k blending in â€" w? ??hi?v?d thi? with extreme f??u?. W? t?rg?t?d ?ur beachhead ?nd th?n expanded ?ut once the ?tr?ngh?ld had b??n ??t?bli?h?dPOSITIONING STRATEGYPositioning ?tr?t?gi?? ??n b? ??n??iv?d ?nd d?v?l???d in a variety of w???. It ??n b? d?riv?d fr?m th? ?bj??t attributes, ??m??titi?n, ???li??ti?n, the types ?f ??n?um?r? involved, ?r th? characteristics ?f th? ?r?du?t class.All th??? attributes r??r???nt a diff?r?nt approach in d?v?l??ing ???iti?ning ?tr?t?gi??, even th?ugh ?ll ?f them h?v? th? ??mm?n ?bj??tiv? ?f ?r?j??ting a favorable image in th? mind? ?f the ??n?um?r? or audience.Th?r? ?r? seven approaches t? ???iti?ning     strategies:U?ing Product ?h?r??t?ri?ti?? ?r Cu?t?m?r Benefits as a ???iti?ning ?tr?t?g?Thi? ?tr?t?g? b??i??ll? f??u??? u??n th? ?h?r??t?ri?ti?? ?f th? ?r?du?t ?r ?u?t?m?r benefits. F?r example if I ??? Imported it?m? it b??i??ll? t?ll or illu?tr?t? a v?ri?t? ?f product ?h?r??t?ri?ti?? ?u?h as dur?bilit?, ???n?m? ?r reliability ?t?.Lets t?k? ?n ?x?m?l? ?f m?t?rbik?? ??m? ?r? emphasizing on fuel ???n?m?, some ?n power, looks ?nd others stress on th?ir dur?bilit?. H?r? C??l?? Ltd. ???iti?n? fir?t, ?m?h??izing dur?bilit? ?nd style f?r it? cycle.At tim? ?v?n ??u w?uld h?v? n?ti??d th?t a ?r?du?t i? ???iti?n?d ?l?ng tw? or m?r? product ?h?r??t?ri?ti?? at th? same tim?. Y?u w?uld h?v? ???n thi? in the ???? ?f t?? th???t? m?rk?t, m??t t??th???t? in?i?t? on ‘fr??hn???’ and ‘??vit? fighter’ ?? th? product ?h?r??t?ri?ti??.It is always t?m?ting t? tr? to ???iti?n ?l?ng ??v?r?l product characteristics, ?? it i? fru?tr?ting t? h?v? ??m? g??d ?h?r??t?ri?ti?? that are not ??mmuni??t?d.Pri?ing ?? a ???iti?ning strategyQuality Approach ?r Positioning by Price-Quality â€" Lets t?k? an ?x?m?l? and und?r?t?nd thi? ???r???h ju?t suppose ??u h?v? to g? and bu? a ??ir ?fj??n?, ?? ???n as ??u enter in th? ?h?? you will find diff?r?nt ?ri?? r?g? j??n? in the ?h?wr??m say ?ri?? ranging from $35 to $200. A? soon ?? look at th? j??n? of $35 ??u ??? th?t it is not good in quality.Wh?? B??i??ll? b???u?? ?f perception, ?? most ?f u? ??r??iv? that if a ?r?du?t i? ?x??n?iv? will b? a ?u?lit? product wh?r? ?? ?r?du?t th?t i? cheap i? lower in ?u?lit?. If w? l??k ?t this Pri?? â€" quality ???r???h it i? im??rt?nt ?nd i? l?rg?l? used in ?r?du?t ???iti?ning.In m?n? ?r?du?t categories, th?r? are brands th?t d?lib?r ?t?l? ?tt?m?t t? ?ff?r m?r? in t?rm? of ??rvi??, f??tur?? or ??rf?rm?n??.They ?h?rg? m?r?, ??rtl? t? ??v?r high?r costs ?nd ??rtl? to l?t the ??n?um?r? b?li?v? that th? ?r?du?t i?, certainly ?f higher ?u?lit?.Positioning ?tr?t?g? b???d ?n U?? or A??li??ti?nL?t? understand thi? with th? h?l? ?f ?n example like Nescafe Coffee for m?n? ???r? ???iti?n?d it ??lf ?? a wint?r product and ?dv?rti??d mainly in wint?r but th? intr?du?ti?n of cold ??ff?? h?? d?v?l???d a ???iti?ning ?tr?t?g? for the ?umm?r m?nth? ?l??.Basically this type of positioning-by-use r??r???nt? a ????nd or third ???iti?n for th? br?nd, ?u?h type ?f positioning is d?n? deliberately t? ?x??nd the brand’s m?rk?t. If ??u are intr?du?ing new uses ?f th? product th?t will ?ut?m?ti??ll? ?x??nd th? br?nd’? m?rk?t.Positioning ?tr?t?g? b???d ?n Pr?du?t Pr?????An?th?r ???iti?ning approach is t? ?????i?t? th? product with it? u??r? ?r a ?l??? ?f u??r?. M?k?? ?f ???u?l ?l?thing lik? j??n? have introduced ‘d??ign?r labels’ t ? d?v?l?? a f??hi?n im?g?.In this ???? the ?x???t?ti?n is that th? m?d?l ?r ??r??n?lit? will influence the ?r?du?t’? im?g? b? r?fl??ting th? ?h?r??t?ri?ti?? ?nd im?g? ?f th? model ?r ??r??n?lit? ??mmuni??t?d ?? a ?r?du?t u??r.L?t? not forget th?t Johnson ?nd Johnson r????iti?n?d its shampoo fr?m ?n? u??d f?r babies t? ?n? u??d b? ????l? wh? w??h th?ir h?ir fr??u?ntl? ?nd therefore n??d a mild people who w??h their h?ir frequently ?nd therefore n??d a mild ?h?m???. Thi? repositioning r??ult?d in a m?rk?t share.P??iti?ning ?tr?t?g? b???d on Product Cl???In ??m? product ?l??? we have to m?k? ?ur? ?riti??l ???iti?ning d??i?i?n? F?r ?x?m?l?, freeze dri?d ??ff?? n??d?d t? positions it??lf with r?????t t? r?gul?r ?nd instant coffee and ?imil?rl? in ???? of dried milk makers ??m? out with instant br??kf??t positioned ?? a br??kf??t substitute and virtu?ll? id?nti??l ?r?du?t ???iti?n?d ?? a dietary meal substitute.P??iti?ning strategy b???d ?n Cultural SymbolsIn today’s w?rld many ?dv?rt i??r? ?r? u?ing deeply entrenched cultural symbols t? diff?r?nti?t? th?ir br?nd? from th?t ?f ??m??tit?r?.The ????nti?l task is t? identify something th?t i? v?r? m??ningful to ????l? th?t ?th?r competitors are not u?ing ?nd ?????i?t? thi? br?nd with th?t ??mb?l.Air Indi? u??? m?h?r?j? as it? l?g?, b? thi? th?? are tr?ing to show th?t w? w?l??m? gu??t ?nd give th?m r???l treatment with l?t ?f r?????t ?nd it ?l?? highlight? Indian tr?diti?n. Using ?nd popularizing tr?d?m?rk? g?n?r?ll? follow thi? t??? ?f positioning.P??iti?ning ?tr?t?g? b???d ?n CompetitorsIn thi? t??? ?f ???iti?ning ?tr?t?gi??, ?n im?li?it or ?x?li?it fr?m? ?f reference i? ?n? or m?r? ??m??tit?r?. In some cases, reference competitor(s) can b? th? dominant aspect ?f th? positioning ?tr?t?gi?? of th? firm, the firm either uses the ??m? ?f similar ???iti?ning ?tr?t?gi?? ?? used b? the competitors ?r th? ?dv?rti??r uses a n?w strategy t?king th? competitors’ strategy ?? the b???.A g??d ?x?m?l? ?f this w?uld b? C?lg?t? ?nd Pepsodent. C?lg?t? wh?n entered into the market f??u??d ?n to f?mil? ?r?t??ti?n but when P????d?nt entered into th? market with f??u? ?n 24 h?ur ?r?t??ti?n ?nd b??i??ll? f?r kid?, C?lg?t? changed its f??u? fr?m f?mil? protection t? kids teeth ?r?t??ti?n which w?? a ???iti?ning strategy ?d??t?d because ?f competition.