Positioning is what the shopper believes about your product's worth, options, and advantages; it's a comparability to the opposite accessible options supplied by the competitors. These beliefs are likely to primarily based on buyer experiences and proof, moderately than consciousness created by promoting or promotion.
Entrepreneurs handle product positioning by focusing their advertising actions on a positioning technique. Pricing, promotion, channels of distribution, and promoting all are geared to maximise the chosen positioning technique.
Usually, there are six fundamental methods for product positioning:
1. By attribute or benefit- That is probably the most often used positioning technique. For a lightweight beer, it could be that it tastes nice or that it's much less filling. For toothpaste, it could be the mint style or tartar management.
2. By use or application- The customers of Apple computer systems can design and use graphics extra simply than with Home windows or UNIX. Apple positions its computer systems primarily based on how the pc might be used.
three. By user- Fb is a social networking web site used solely by faculty college students. Fb is simply too cool for MySpace and serves a smaller, extra subtle cohort. Solely faculty college students might take part with their campus e-mail IDs.
four. By services or products class- Margarine competes as a substitute for butter. Margarine is positioned as a decrease price and more healthy different to butter, whereas butter offers higher style and healthful elements.
5. By competitor- BMW and Mercedes typically examine themselves to one another segmenting the market to simply the crème de la crème of the auto market. Ford and Chevy needn't apply.
6. By value or quality- Tiffany and Costco each promote diamonds. Tiffany needs us to imagine that their diamonds are of the best high quality, whereas Costco tells us that diamonds are diamonds and that solely a chump pays Tiffany costs.
Positioning is what the shopper believes and never what the supplier needs them to imagine. Positioning can change due the counter measures taken on the competitors. Managing your product positioning requires that you recognize your buyer and that you simply perceive your competitors; usually, that is the job of market analysis not simply what the enterpreneur thinks is true.