is a fact that the manufacturer or service provider must convince its target (target market) that your product or service will meet your needs better than the competition, and to do this is to develop a special image of the product or service in the customer's mind, creating a positioning locate the product or service in the minds of customers.
why you should be clear that positioning does not refer to the product, but what is done with the mind of the customers or the people that want to influence.
The way in which the product or service is received or positioned within the mind consumers may be more important to its success, that the same product or service itself, McDonalds does not sell hamburgers, sell smiles Xerox copying equipment does not sell, improve office productivity, Dominos Pizza Pizza does not sell, sells time delivery; Banamex credit card does not sell, sells power to purchase, not sold Telmex phone lines, sold bonds of affection, lawyers Pricewatherhouse not sell, sell solutions, classic examples of positioning.
concerns positioning strategies to create and maintain in the minds of customers a particular product or service concept of the company relative to competition, being part of a natural progression when used in market segmentation.
Faced with so many products, companies and sounds of today, the basic approach of positioning is not from something else, but to manipulate what is already in the mind, order the existing ideas. The best way to get to the information society is saturated with a simple message into the mind, concentrated on the receiver and how it has to be perceived and not in reality product.
If our message is aimed at the client and not the product, simplifies the process of selection, concepts and principles that can increase the effectiveness of communication, which is based on the concept that communication must take place at the right time and under the right circumstances.
To set the message in the mind of an unforgettable way is not the most important message, but be the first to penetrate, in fact it is very difficult to get, if we do it in second place. However, there are certain positioning strategies for those who are not number one.
How to position?
must collect a certain number of preconditions:
- Branding: You know how this current knowledge of the brand in the minds of consumers.
- positioning of competing brands: know the level of penetration achieved by the major competing brands.
- Select the most appropriate and credible argument: Choosing the most appropriate and credible argument to justify the position adopted.
- assess the usefulness of the selected position: evaluate the potential benefit of positioning, to keep in the mind of consumers.
- Measuring the vulnerability of positioning: Keep in mind what and how many resources are needed to occupy and defend it.
- ensure consistency of positioning: Ensure that there is coherence between positioning and other marketing variables: price, place, promotion and advertising.
to the large number of products and services available in the market, people have learned to sort the brands in the mind, so to find a unique position, forget logic common, trying to look Inside the mind of the consumer.
The key is finding a niche positioning and differentiating the product or service, which may be by design, referring to the style and overall appearance of a product, its specific features that allow to perform certain functions who may not have competition. And may also be using the services or support offered to the customer, ranging from delivery and installation, customer training, financing arrangements, to guarantee, repairs and convenient operating hours.
Market Positioning
History shows that the first brand to enter the brain usually accomplished twice the market share in the long run than the number two and double again the number three. In the short term, leaders are almost invulnerable, but the leadership does not mean the end of a positioning program, is only the beginning, are in the best position to capitalize on opportunities and must constantly use the power of his leadership to keep out competition.
And if not the first to hit the market, the least it should be done is to imitate the leader, this does not offset the positioning of the first, only confused, but not enough to be better than the competitor must launch a strategy as the situation permits and work on it.
- Strategy size: If the size of the product or service warrants.
- high prices Strategy: can be used for many categories products and services. The price is an advantage especially if you are the first to grab the high price and it is a category in which consumers are willing to pay that price.
- low price strategy: Often this is a good strategy for new products.
- Strategy gender or age: directing the product or service for a specific gender and age.
have any strategy adopted, it must be remembered that we should not try to please everyone, we must focus on a single niche market.
Positioning is to think the reverse is not starting for the product or service, if not by the mind of the consumer. One wonders what position occupied in the minds of consumers and what position you occupy, but it is essential to understand how words affect the mind, we must handle and to choose the right ones, can influence the mental process .
is required value, simplicity, sacrifice and patience, but the important thing is to take the initiative.
Source: My esp @ price
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