What is market positioning? Strategies, Significance

Once the list of target markets is made, the next step is to position the products in such a way that the target audience can connect with it Read More about - What is Market Segmentation? Basis, Types & Examples) . This can be done through a good marketing mix. Therefore, a decision has to be taken as to how to create an identity or image of the product in the mind of the customer. We know that every segment is different from the others. This thus, makes the expectations of different customers with different ideas come into picture and a proper understanding of this will help the marketers.

The process of positioning a product in a market includes:
1. Identifying the differential advantages that are unique to each segment
2. Finding the different positioning concept for each of these segments.

This process is nothing but positioning . In simple terms, we can say that positioning is one of the STP’S, a marketing strategy that ails to create an image for the brand.

Once we have targeted the various segments, now comes the role of positioning. We need to understand the very aspects of each segment and using the marketing mix, use techniques such that the brand image is created in the minds of the consumers of the various segments. It can be done with the attributes and special features of the product or the umbrella brand under which the product is introduced. Once the product is positioned based on the marketers plan and expectation, the base of the market is set and the product is ready to do well in the industry.

Talking about positioning, it is all about how the message about the product is delivered to the consumers . The message and its communication is essential because the potential consumers will decide whether to buy or not. The message has to be communicated aptly which will include everything about the product as in where you sell your product, how you make it, where you make it and your price. This all should be done without your using any overt advertising, public relations or promotions.

Considerations and divisions in positioning strategy:

Specific Demographic:

You may not appeal to any group if you try to be everything to everyone.
For example, the deodorant called Carolina Herrera markets itself only for women. It might lose sales in the men part, but the market share is increased as by getting more women to buy this deodorant than other brands. Therefore, to build that trust you need to target a specific demography.

Low-Price Strategy:

Companies can never increase their market share if they target the elite classes through their premium products. They should have a strategy called as low price strategy which will ensure all the consumers can afford it and it gains the favor of price conscious consumers. For example in India, companies know that the Indian customers are very price sensitive, so when they market in India, they make sure the price is affordable. This strategy can gain favor from all the customers in the area and hence increase the share.

High-Price Strategy:

Some companies price their products higher than their competition, and this is because to want to create a perceived value. There is a common perception that high price means high quality. So, to create the sense of affluence, status and good quality, companies increase the prices of their products. They are called as premium goods. For example, Apple and Iphone.

Distribution:

The place where you sell your goods, speaks a lot about its quality. For example: Tennis and golf equipment manufacturers position certain models in a way that it seems that the quality is higher compared to other brands in their line . they sell it only in professional shops or speciality stores. Now the public usually believe these are the top-of-the-line models because these rackets and clubs may not be available at Walmart or Target. Hence they desire for more of these products.

Affinity:

You can position your company to play on their loyalty to their group if you have a customer base with a common, personal denominator. For examples – there are marketers who advertise their products as made locally or in the United States; Christian-owned businesses; alignment with a charity; or sponsorship of a school sports program.
Positioning is all about getting the product connected to the target market in a way that the product was conceived as or the marketing strategy. It is the step before the final delivery, but the ultimate step in terms of creating a reputation or brand that will either attract or repel customers in their own ways.

Read More:
What is Marketing Communication? MarCom/MarComm/MC
Marketing vs Selling - Difference between Sales and Marketing
What is Product Management?

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