Contents
- What is positioning?
- The importance of positioning in the market
- Positioning strategies
- Stages of brand positioning
What is positioning?
Positioning is the process of shaping a brand's image in the minds of consumers. It allows buyers to understand whether a particular product is suitable for them, who it is intended for, and what problems it can solve. It is important to note that there is no universal product that can satisfy the needs of all customers. Some buyers focus on price, while others prioritize eco-friendliness, prestige, or safety. Thus, positioning helps a company identify and communicate the value of its product to its target audience.
The importance of positioning in the market
Clear and memorable positioning makes a brand unique among competitors, turning it into "the one" choice for consumers. When consumers see a product without a clear position, they view it as just one among many. Positioning has several key advantages:
- Differentiation from competitors: It allows the company to highlight its unique qualities and characteristics.
- Finding a niche: The process of developing positioning can uncover a free or less competitive niche.
- Emphasizing benefits: Positioning focuses attention on the benefits and unique characteristics of the product.
- Increasing product value: It allows for addressing the target audience with an offer that solves unique problems.
- Enhancing loyalty: If the brand communicates values important to customers, it contributes to a better perception and affinity for the company.
Positioning strategies
Marketers develop positioning for both the company as a whole and for individual products. In the first case, a general brand image is formed that applies to all of the manufacturer's products, as seen with IKEA. In the second case, a unique brand is created for each product, as done by Coty with brands like Adidas and Max Factor.
Key positioning strategies
- By attribute: Focus on the unique qualities of the product.
- By benefit: Emphasis on the benefits for the consumer.
- Price-based: Positioning based on price, often used in promotions and sales.
- Competitive: Using an analysis of competitors' strengths and weaknesses to highlight one's own offering.
- By category: The product occupies a unique position in the market, associating with a specific category.
- By consumer: Focus on the specific needs of the target audience.
- By usage conditions: Associating the product with specific events or moments.
Stages of brand positioning
For effective positioning, several key stages must be followed:
- Market analysis: Market segmentation and target audience selection.
- Competitor study: Identifying their strengths and weaknesses.
- Assessment of current perception: Analyzing the current image of the product in the market.
- Defining parity and differentiation points: Highlighting features that make the product unique.
- Choosing a strategy: Defining the desired image and strengths of the brand.
- Formulating positioning: Clearly describing the essence of the offer and its advantages.
- Developing external attributes: All marketing elements must align with the desired image.
- Regular monitoring: Assessing the effectiveness of the strategy and consumer perception of the brand.
The positioning process requires the involvement of a team of specialists, including marketers, analysts, and designers, to achieve a successful outcome.