Positioning
A guide to carving a niche in customers’ minds effectively.
Summary of 7 Key Points
Key Points
- Understanding the Concept of Positioning
- The Overcommunicated Society and Positioning
- The Mind and Positioning Strategies
- Creating a Positioning Strategy that Works
- Positioning of a Leader vs. Follower
- Repositioning the Competition
- Case Studies and Positioning Success Stories
key point 1 of 7
Understanding the Concept of Positioning
Positioning is a strategic approach that aims to create a unique impression in the customer’s mind such that the customer associates something specific and desirable with your brand that is distinct from rival brands. It involves identifying a market niche, comprehending the perception and mindset of customers, and creating a suitable positioning strategy. Positioning is an integral part of the marketing mix and is crucial in shaping the consumer’s perception towards a brand or product…Read&Listen More
key point 2 of 7
The Overcommunicated Society and Positioning
The overcommunicated society is a concept that refers to the overwhelming amount of information, messages, advertisements, and other forms of communication that people are exposed to on a daily basis. In this society, individuals are bombarded with more information than they can process, leading to information overload and a struggle to make sense of the messages that are being sent their way…Read&Listen More
key point 3 of 7
The Mind and Positioning Strategies
In the ever-increasing and competitive world of marketing and advertising, the concept of positioning isn’t just about the product in isolation, but it’s about the mind of the prospect. It’s a battle for the mind space of the consumers. Understanding the mind of the prospect means understanding the perception of your product or service in comparison to the competitors. It’s about making your product or service stand out in the cluttered marketplace…Read&Listen More
key point 4 of 7
Creating a Positioning Strategy that Works
Creating a positioning strategy that works is about identifying and attempting to own a marketing niche for a brand, product, or service using various marketing strategies such as pricing, promotions, distribution, packaging, and competition. The goal is to create a unique impression in the customer’s mind so that the customer associates something specific and desirable with your brand that is distinct from the rest of the marketplace. The strategy focuses on three core elements – the target market, the category or industry, and the unique selling proposition or differentiation…Read&Listen More
key point 5 of 7
Positioning of a Leader vs. Follower
Positioning as a leader in a market segment means setting the pace, dictating terms, and being the first to introduce innovations or novel concepts. Leaders have the advantage of shaping the market to their advantage. They are often regarded as the ‘benchmark’ against which other brands or products are measured. On the other hand, followers often benefit from the lessons learned by the leaders, making improvements on what has been set, in some cases, even overtaking the leaders. They may lack the initial recognition of the leaders, but they can carve out their own niche by delivering better value or distinguishing themselves in other ways…Read&Listen More
key point 6 of 7
Repositioning the Competition
Repositioning the competition is a strategic move that entails deliberately redefining the image and perception of a competing product or brand in the minds of consumers. Instead of focusing solely on promoting one’s own product, the aim is to shift consumers’ perception about competitors in a way that favours one’s own product or brand. This is not a malicious act of defamation, but a competitive strategy to thrive in the marketplace…Read&Listen More
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Case Studies and Positioning Success Stories
The case studies and positioning success stories documented provide clear illustrations of the concept and power of effective positioning. One such example includes the approach of a fledgling company that found a unique positioning opportunity in a saturated market. By identifying a unique selling point and positioning itself as a specialist provider, the company was able to carve out a successful niche and differentiate itself from the competition…Read&Listen More