SlideShare a Scribd company logo
1 of 9
Download to read offline
Positioning(marketing)
From Wikipedia,the free encyclopedia
[hide]Thisarticle hasmultiple issues.Please helpimprove itordiscussthese issuesonthe talkpage.
Thisarticle iswrittenlike apersonal reflectionoropinionessaythatstatesthe Wikipediaeditor's
particularfeelingsaboutatopic,rather thanthe opinionsof experts.(January2014)
Thisarticle has noleadsection.(January2014)
Thisarticle includesalistof references,butitssourcesremainunclearbecause ithasinsufficientinline
citations.(January2014)
Positioningisamarketingstrategythataimsto make a brandoccupy a distinctposition,relative to
competingbrands,inthe mindof the customer.Companiesapplythisstrategyeitherbyemphasizing
the distinguishingfeaturesof theirbrand(whatitis,whatitdoesand how,etc.) or theymaytry to
create a suitable image (inexpensive orpremium, utilitarianorluxurious,entry-levelorhigh-end,etc.)
throughadvertising.Once abrandis positioned,itisverydifficulttorepositionitwithoutdestroyingits
credibility.Itisalsocalledproductpositioning.
Contents [hide]
1 Definitions
2 Brand positioningprocess
3 Productpositioningprocess
4 Positioningconcepts
5 Repositioningacompany
6 See also
7 References
8 External links
Definitions[edit]
PositioningwasfirstintroducedbyJackTroutin 1969 ("Industrial Marketing"Magazine- June/1969) and
thenpopularizedbyAl RiesandJackTrout intheirbestsellingbook"Positioning - The Battle forYour
Mind."(McGraw-Hill 1981)
Thisdiffersslightlyfromthe contextinwhichthe termwasfirstpublishedin1969 byJack Trout in the
paper"Positioning"isagame people playintoday’sme-toomarketplace"inthe publicationIndustrial
Marketing,inwhichthe case ismade that the typical consumerisoverwhelmedwithunwanted
advertising, andhasa natural tendencytodiscardall informationthatdoesnotimmediatelyfinda
comfortable (andempty) slotinthe consumer'smind.Itwasthenexpandedintotheirground-breaking
firstbook,"Positioning:The Battle forYourMind,"in whichtheydefinePositioningas"anorganized
systemforfindingawindowinthe mind.Itisbasedon the conceptthat communicationcanonlytake
place at the right time andunderthe right circumstances"(p.19 of 2001 paperbackedition).
What mostwill agree onis thatPositioningissomething(perception) thathappensinthe mindsof the
target market.Itis the aggregate perceptionthe markethasof a particularcompany,productor service
inrelationtotheirperceptionsof the competitorsinthe same category.Animportantconceptin
positioningisthatitexpectsthatconsumerscompare andanalyze productsinthe marketplace,whether
basedon featuresof the productitself (quality,multiple uses,etc.),price,and/orpackagingand
image.[1] Itwill happenwhetherornota company'smanagementisproactive,reactiveorpassive about
the ongoingprocessof evolvingaposition.Butacompanycan positivelyinfluence the perceptions
throughenlightenedstrategicactions.
A company,a productor a brandmust have positioningconceptinordertosurvive inthe competitive
marketplace.Manyindividualsconfuse acore ideaconceptwitha positioningconcept.A Core Idea
Conceptsimplydescribesthe productorservice.Itspurpose ismerelytodetermine whetherthe idea
has anyinteresttothe endbuyer.In contrast,a PositioningConceptattemptstosell the benefitsof the
productor service toa potential buyer.The positioningconceptsfocus onthe rational oremotional
benefitsthatbuyerwillreceive orfeel byusingthe product/service.A successfulpositioningconcept
mustbe developedandqualifiedbefore a"positioningstatement"canbe created.The positioning
conceptis sharedwiththe targetaudience forfeedbackandoptimization;the PositioningStatement(as
definedbelow) isabusinessperson'sarticulationof the targetaudience qualifiedideathatwouldbe
usedto developacreative brief foranagencytodevelopadvertisingora communicationsstrategy.
PositioningStatementAswritteninthe bookCrossingthe Chasm(Copyright1991, by GeoffreyMoore,
HarperCollinsPublishers),the positionstatementisaphrase so formulated:For(targetcustomer) who
(statementof the needoropportunity),the (productname) isa(productcategory) that(statementof
keybenefit–that is,compellingreasontobuy).Unlike (primarycompetitive alternative),ourproduct
(statementof primarydifferentiation).
Differentiationinthe contextof businessiswhatacompanycan hangits hat onthat no otherbusiness
can. For example,forsome companiesthisisbeingthe leastexpensive.Othercompaniescredit
themselveswithbeingthe firstorthe fastest.Whateveritisa businesscanuse tostand outfrom the
restis calleddifferentiation.Differentiationintoday’sover-crowdedmarketplaceisabusiness
imperative,notonlyintermsof a company’ssuccess,butalsofor itscontinuingsurvival.
Brand positioningprocess[edit]
Effective BrandPositioningiscontingentuponidentifyingandcommunicatingabrand'suniqueness,
differentiationandverifiable value.While "me too"brandpositioningcontradictsthe notionof
differentiation,thistype of "copycat"brandpositioningcanworkif the businessoffersitssolutionsata
significantdiscountoverthe othercompetitor(s.)AccordingtoLamb,some companiespositiontheir
brands"as beingsimilartocompetingproductsorbrands";a few examplesare "margarine tastinglike
butter"and "artificial sweetenerstastinglikesugar".[1] Thiscanalsobe seeninreactive marketing,
whencompaniesrepositionmore thanjustproducts:afterTargetaddedfoodand groceryitemsto
become a "supercenter",certaingrocerystores(suchasTexaschainHEB) addedretail productsto
become supercentersaswell.Anotherexample wouldbe the iPhonespawningseveral competitive
smartphones - differentiatedfromApple,yes,butnotas significantlyasApple wouldpreferbasedon
the patentinfringementlawsuitsfiledbyApple.[2] The conclusionseemstobe emulate,butdonot
duplicate.Asthe HarvardBusinessReview noteswhendiscussingpositioningandstrategy,"A company
can outperformrivalsonlyif itcanestablishadifference thatitcan preserve."[3]
Generally,the brandpositioningprocessinvolves:
Identifyingthe business'sdirectcompetition(couldinclude playersthatofferyourproduct/service
amongsta larger portfolioof solutions)
Understandinghoweachcompetitorispositioningtheirbusinesstoday(e.g.claimingtobe the fastest,
cheapest,largest,the #1 provider,etc.)
Documentingthe provider'sownpositioningasitexiststoday(maynotexistif startupbusiness)
Comparingthe company'spositioningtoitscompetitors'toidentifyviableareasfordifferentiation
Developingadistinctive,differentiatingandvalue-basedpositioningconcept
Creatinga positioningstatementwithkeymessagesandcustomervalue propositionstobe usedfor
communicationsdevelopmentacrossthe organization
Productpositioningprocess[edit]
Generally,the productpositioningprocessinvolves:-
Definingthe marketinwhichthe productor brandwill compete (whothe relevantbuyersare)
Identifyingthe attributes(alsocalleddimensions) thatdefinethe product'space'
Collectinginformationfromasample of customersabouttheirperceptionsof eachproducton the
relevantattributes
Determine eachproduct'sshare of mind
Determine eachproduct'scurrentlocationinthe productspace
Determine the targetmarket'spreferredcombinationof attributes(referredtoasan ideal vector)
Examine the fitbetweenthe productandthe market.
Positioningconcepts[edit]
More generally,thereare three typesof positioningconcepts:
Functional positions
Solve problems
Provide benefitsto customers
Get favorable perceptionbyinvestors(stockprofile) andlenders
Symbolicpositions
Self-image enhancement
Ego identification
Belongingnessandsocial meaningfulness
Affectivefulfillment
Experiential positions
Provide sensorystimulation
Provide cognitivestimulation
Repositioningacompany[edit]
Main article:Turnaroundmanagement
In volatile markets,itcanbe necessary - evenurgent- to repositionanentire company,ratherthanjust
a product line orbrand.WhenGoldmanSachs and Morgan Stanleysuddenlyshiftedfrominvestmentto
commercial banks,forexample,the expectationsof investors,employees,clientsandregulatorsall
neededtoshift,andeachcompanyneededtoinfluence how theseperceptionschanged.Doingso
involvesrepositioningthe entire firm.
Thisis especiallytrue of small andmedium-sizedfirms,manyof whichoftenlackstrongbrandsfor
individualproductlines.Inaprolongedrecession,businessapproachesthatwere effective during
healthyeconomiesoftenbecome ineffectiveanditbecomesnecessarytochange afirm'spositioning.
Upscale restaurants,forexample,whichpreviouslyflourishedonexpenseaccountdinnersand
corporate events,mayforthe firsttime needtostressvalue as a sale tool.
Repositioningacompanyinvolvesmore thanamarketingchallenge.Itinvolvesmakingharddecisions
abouthow a marketis shiftingandhowafirm'scompetitorswill react.Oftenthesedecisionsmustbe
made withoutthe benefitof sufficientinformation,simplybecause the definitionof "volatility"isthat
change becomesdifficultorimpossibletopredict.
Positioningishoweverdifficulttomeasure,inthe sense thatcustomerperceptionof aproductmay not
have beentestedonquantitativemeasures.
See also[edit]
Brand management
Brand community
Customerengagement
Marketing
Marketingmanagement
Target market
Productmanagement
Market segment
Productdifferentiation
Marketingplan
Sustainable competitiveadvantage
Strategicmanagement
Marketingstrategies
Placebo(originsof technical term)
Points-of-parity/points-of-difference
Right-time marketing
List of renamedproducts
References[edit]
BusinessDictionary.(n.d.) Definitionof Positioning.Retrievedfromhttp://www.businessdictionary.com
Lamb, C.(2013). e-StudyGuide forMKTG 7. Retrievedfromhttps://books.google.com/books
Trout, J.,(1969) ""Positioning"isagame people playintoday’sme-toomarketplace",Industrial
Marketing,Vol.54,No.6,(June 1969), pp. 51–55.
Ries,A.and Trout,J. (1981) Positioning,The battle foryourmind,WarnerBooks - McGraw-Hill Inc.,New
York, 1981, ISBN 0-446-34794-9
Trout, J.and Rivkin,S.(1996) The NewPositioning:The latestonthe worlds#1 businessstrategy,
McGraw Hill,NewYork,1996, ISBN 0-07-065291-0
Moore,G. (1991) Crossingthe Chasm,HarperCollinsPublishers,1991.
Levi,K.(2007) "Differentiate orDiminish:The ArtandNecessityof BusinessPositioning",(March2007),
p. 9
External links[edit]
^ Jumpupto: a b Lamb,Charles(2012). Essentialsof Marketing(7e ed.).Mason,OH: South-Western
Cengage Learning.pp.279–82. ISBN 978-0-538-47834-2.
Jumpup ^ "Apple Inc.v. SamsungElectronicsCo.Ltd.et al,CaliforniaNorthernDistrictCourt,Case No.
5:11-cv-01846. FiledApril 15,2011; Apple Inc.v.HTC Corporationetal,Delaware DistrictCourt,Civil
ActionNo.:1:12-cv-1004-GMS. Filed8/3/2012; Apple Inc.etal v.Motorola Mobility,Inc.,California
SouthernDistrictCourt,Case 3:2012cv00355. Filed:February10,2012.; Apple Inc.v.SanhoCorporation,
CaliforniaNorthern DistrictCourt,5:2010cv04042, Filed:September9,2010.; Apple Inc.v.Nokia
CorporationandNokiaInc.,Delaware DistrictCourt,Case 1:09-cv-00791-GMS. Filed12/11/09".
Justia.com.
Jumpup ^ Porter,Michael (November1996). "What Is Strategy?".Harvard BusinessReview.
Categories:Marketing
Navigationmenu
Create accountNotloggedinTalkContributionsLoginArticleTalkReadEditView history
Search
Go
Main page
Contents
Featuredcontent
Currentevents
Randomarticle
Donate to Wikipedia
Wikipediastore
Interaction
Help
AboutWikipedia
Communityportal
Recentchanges
Contact page
Tools
What linkshere
Relatedchanges
Uploadfile
Special pages
Permanentlink
Page information
Wikidataitem
Cite thispage
Print/export
Create a book
DownloadasPDF
Printable version
Languages
‫ية‬ ‫عرب‬ ‫ال‬
Български
Català
Čeština
Deutsch
Eesti
Español
Euskara
Français
한국어
Italiano
‫עברית‬
Polski
Português
Svenska
Türkçe
Українська
TiếngViệt
中文
Editlinks
Thispage waslastmodifiedon8 September2015, at 01:04.
Textisavailable underthe Creative CommonsAttribution-ShareAlike License;additional termsmay
apply.Byusingthissite,youagree to the Termsof Use and PrivacyPolicy.Wikipedia® isaregistered
trademarkof the WikimediaFoundation,Inc.,anon-profitorganization.
PrivacypolicyAboutWikipediaDisclaimersContactWikipediaDevelopersMobileviewWikimedia
FoundationPoweredbyMediaWiki

More Related Content

Similar to Positioning

Brand Masterclass Week Two
Brand Masterclass Week TwoBrand Masterclass Week Two
Brand Masterclass Week TwoIdris Mootee
 
Brand Architecture & Brand Extension Stratagies
Brand Architecture & Brand Extension Stratagies Brand Architecture & Brand Extension Stratagies
Brand Architecture & Brand Extension Stratagies Venkat. P
 
Product Marketing Inside Out
Product Marketing Inside OutProduct Marketing Inside Out
Product Marketing Inside OutHana Abaza
 
Gopro Line Extension
Gopro Line ExtensionGopro Line Extension
Gopro Line ExtensionErin Torres
 
Brand Key Performance Indicators as a Force for Brand Equity Management
Brand Key Performance Indicators as a Force for Brand Equity ManagementBrand Key Performance Indicators as a Force for Brand Equity Management
Brand Key Performance Indicators as a Force for Brand Equity ManagementBloom Partners GmbH
 
Fundamental of Branding By Khawaja Muhammad Nasir
Fundamental of Branding By Khawaja Muhammad NasirFundamental of Branding By Khawaja Muhammad Nasir
Fundamental of Branding By Khawaja Muhammad NasirMuhammad Nasir
 
Marketing management process
Marketing management processMarketing management process
Marketing management processSkalla Marketing
 
Leadership Brands: How The Right Strategy Can Beat The Un-Economy
Leadership Brands: How The Right Strategy Can Beat The Un-EconomyLeadership Brands: How The Right Strategy Can Beat The Un-Economy
Leadership Brands: How The Right Strategy Can Beat The Un-EconomyTaitSubler
 
Brand equity presentation
Brand equity presentationBrand equity presentation
Brand equity presentationutuutkarsh
 
Building Strong Brands|Brand making|MS word file.|Docx
Building Strong Brands|Brand making|MS word file.|DocxBuilding Strong Brands|Brand making|MS word file.|Docx
Building Strong Brands|Brand making|MS word file.|DocxMian Muhammad Zafar
 
BRAND hierarchy and architecture
BRAND hierarchy and architectureBRAND hierarchy and architecture
BRAND hierarchy and architectureAnju Dony
 
From product brands to concept brands the evolution of brand management
From product brands to concept brands  the evolution of brand managementFrom product brands to concept brands  the evolution of brand management
From product brands to concept brands the evolution of brand managementDrthomasbrand Limited
 
The Licensing Journal, November 2018: Should Your Toothpaste Company Launch a...
The Licensing Journal, November 2018: Should Your Toothpaste Company Launch a...The Licensing Journal, November 2018: Should Your Toothpaste Company Launch a...
The Licensing Journal, November 2018: Should Your Toothpaste Company Launch a...Foresight Valuation Group
 

Similar to Positioning (20)

Brand Masterclass Week Two
Brand Masterclass Week TwoBrand Masterclass Week Two
Brand Masterclass Week Two
 
Bm group qus
Bm group qusBm group qus
Bm group qus
 
Brand Architecture & Brand Extension Stratagies
Brand Architecture & Brand Extension Stratagies Brand Architecture & Brand Extension Stratagies
Brand Architecture & Brand Extension Stratagies
 
Brand
BrandBrand
Brand
 
Product Marketing Inside Out
Product Marketing Inside OutProduct Marketing Inside Out
Product Marketing Inside Out
 
Gopro Line Extension
Gopro Line ExtensionGopro Line Extension
Gopro Line Extension
 
Brand Key Performance Indicators as a Force for Brand Equity Management
Brand Key Performance Indicators as a Force for Brand Equity ManagementBrand Key Performance Indicators as a Force for Brand Equity Management
Brand Key Performance Indicators as a Force for Brand Equity Management
 
Building Strong Brands
Building Strong BrandsBuilding Strong Brands
Building Strong Brands
 
Fundamental of Branding By Khawaja Muhammad Nasir
Fundamental of Branding By Khawaja Muhammad NasirFundamental of Branding By Khawaja Muhammad Nasir
Fundamental of Branding By Khawaja Muhammad Nasir
 
Marketing management process
Marketing management processMarketing management process
Marketing management process
 
Leadership Brands: How The Right Strategy Can Beat The Un-Economy
Leadership Brands: How The Right Strategy Can Beat The Un-EconomyLeadership Brands: How The Right Strategy Can Beat The Un-Economy
Leadership Brands: How The Right Strategy Can Beat The Un-Economy
 
Brand equity presentation
Brand equity presentationBrand equity presentation
Brand equity presentation
 
Brand ppt
Brand ppt Brand ppt
Brand ppt
 
Range architecture
Range architectureRange architecture
Range architecture
 
Types of brand
Types of brandTypes of brand
Types of brand
 
Building Strong Brands|Brand making|MS word file.|Docx
Building Strong Brands|Brand making|MS word file.|DocxBuilding Strong Brands|Brand making|MS word file.|Docx
Building Strong Brands|Brand making|MS word file.|Docx
 
BRAND hierarchy and architecture
BRAND hierarchy and architectureBRAND hierarchy and architecture
BRAND hierarchy and architecture
 
From product brands to concept brands the evolution of brand management
From product brands to concept brands  the evolution of brand managementFrom product brands to concept brands  the evolution of brand management
From product brands to concept brands the evolution of brand management
 
The Licensing Journal, November 2018: Should Your Toothpaste Company Launch a...
The Licensing Journal, November 2018: Should Your Toothpaste Company Launch a...The Licensing Journal, November 2018: Should Your Toothpaste Company Launch a...
The Licensing Journal, November 2018: Should Your Toothpaste Company Launch a...
 
Brand differentiation
Brand differentiationBrand differentiation
Brand differentiation
 

Recently uploaded

TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
How to Get Off Spamhaus Blocklist - 5 Step Process
How to Get Off Spamhaus Blocklist - 5 Step ProcessHow to Get Off Spamhaus Blocklist - 5 Step Process
How to Get Off Spamhaus Blocklist - 5 Step ProcessQuickEmailVerification
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Joseph Skibbie
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportSocial Samosa
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing courstegveersingh09
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckNedko Nedkov
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management caseAnkit Sarkar
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedMumbai Pixels
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxivanrazine1
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfUttara University
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resourcesVWO
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchTINT Marketing
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxGregory Edwards
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)yaeyukimoto
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growthabinashdm2014
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneHerd
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...Sophie Logan
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfVWO
 

Recently uploaded (20)

TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
How to Get Off Spamhaus Blocklist - 5 Step Process
How to Get Off Spamhaus Blocklist - 5 Step ProcessHow to Get Off Spamhaus Blocklist - 5 Step Process
How to Get Off Spamhaus Blocklist - 5 Step Process
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance report
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing cours
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management case
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to Succeed
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdf
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resources
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growth
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not Alone
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdf
 

Positioning

  • 1. Positioning(marketing) From Wikipedia,the free encyclopedia [hide]Thisarticle hasmultiple issues.Please helpimprove itordiscussthese issuesonthe talkpage. Thisarticle iswrittenlike apersonal reflectionoropinionessaythatstatesthe Wikipediaeditor's particularfeelingsaboutatopic,rather thanthe opinionsof experts.(January2014) Thisarticle has noleadsection.(January2014) Thisarticle includesalistof references,butitssourcesremainunclearbecause ithasinsufficientinline citations.(January2014) Positioningisamarketingstrategythataimsto make a brandoccupy a distinctposition,relative to competingbrands,inthe mindof the customer.Companiesapplythisstrategyeitherbyemphasizing the distinguishingfeaturesof theirbrand(whatitis,whatitdoesand how,etc.) or theymaytry to create a suitable image (inexpensive orpremium, utilitarianorluxurious,entry-levelorhigh-end,etc.) throughadvertising.Once abrandis positioned,itisverydifficulttorepositionitwithoutdestroyingits credibility.Itisalsocalledproductpositioning. Contents [hide] 1 Definitions 2 Brand positioningprocess 3 Productpositioningprocess 4 Positioningconcepts 5 Repositioningacompany 6 See also 7 References 8 External links Definitions[edit]
  • 2. PositioningwasfirstintroducedbyJackTroutin 1969 ("Industrial Marketing"Magazine- June/1969) and thenpopularizedbyAl RiesandJackTrout intheirbestsellingbook"Positioning - The Battle forYour Mind."(McGraw-Hill 1981) Thisdiffersslightlyfromthe contextinwhichthe termwasfirstpublishedin1969 byJack Trout in the paper"Positioning"isagame people playintoday’sme-toomarketplace"inthe publicationIndustrial Marketing,inwhichthe case ismade that the typical consumerisoverwhelmedwithunwanted advertising, andhasa natural tendencytodiscardall informationthatdoesnotimmediatelyfinda comfortable (andempty) slotinthe consumer'smind.Itwasthenexpandedintotheirground-breaking firstbook,"Positioning:The Battle forYourMind,"in whichtheydefinePositioningas"anorganized systemforfindingawindowinthe mind.Itisbasedon the conceptthat communicationcanonlytake place at the right time andunderthe right circumstances"(p.19 of 2001 paperbackedition). What mostwill agree onis thatPositioningissomething(perception) thathappensinthe mindsof the target market.Itis the aggregate perceptionthe markethasof a particularcompany,productor service inrelationtotheirperceptionsof the competitorsinthe same category.Animportantconceptin positioningisthatitexpectsthatconsumerscompare andanalyze productsinthe marketplace,whether basedon featuresof the productitself (quality,multiple uses,etc.),price,and/orpackagingand image.[1] Itwill happenwhetherornota company'smanagementisproactive,reactiveorpassive about the ongoingprocessof evolvingaposition.Butacompanycan positivelyinfluence the perceptions throughenlightenedstrategicactions. A company,a productor a brandmust have positioningconceptinordertosurvive inthe competitive marketplace.Manyindividualsconfuse acore ideaconceptwitha positioningconcept.A Core Idea Conceptsimplydescribesthe productorservice.Itspurpose ismerelytodetermine whetherthe idea has anyinteresttothe endbuyer.In contrast,a PositioningConceptattemptstosell the benefitsof the productor service toa potential buyer.The positioningconceptsfocus onthe rational oremotional benefitsthatbuyerwillreceive orfeel byusingthe product/service.A successfulpositioningconcept mustbe developedandqualifiedbefore a"positioningstatement"canbe created.The positioning conceptis sharedwiththe targetaudience forfeedbackandoptimization;the PositioningStatement(as definedbelow) isabusinessperson'sarticulationof the targetaudience qualifiedideathatwouldbe usedto developacreative brief foranagencytodevelopadvertisingora communicationsstrategy. PositioningStatementAswritteninthe bookCrossingthe Chasm(Copyright1991, by GeoffreyMoore, HarperCollinsPublishers),the positionstatementisaphrase so formulated:For(targetcustomer) who (statementof the needoropportunity),the (productname) isa(productcategory) that(statementof
  • 3. keybenefit–that is,compellingreasontobuy).Unlike (primarycompetitive alternative),ourproduct (statementof primarydifferentiation). Differentiationinthe contextof businessiswhatacompanycan hangits hat onthat no otherbusiness can. For example,forsome companiesthisisbeingthe leastexpensive.Othercompaniescredit themselveswithbeingthe firstorthe fastest.Whateveritisa businesscanuse tostand outfrom the restis calleddifferentiation.Differentiationintoday’sover-crowdedmarketplaceisabusiness imperative,notonlyintermsof a company’ssuccess,butalsofor itscontinuingsurvival. Brand positioningprocess[edit] Effective BrandPositioningiscontingentuponidentifyingandcommunicatingabrand'suniqueness, differentiationandverifiable value.While "me too"brandpositioningcontradictsthe notionof differentiation,thistype of "copycat"brandpositioningcanworkif the businessoffersitssolutionsata significantdiscountoverthe othercompetitor(s.)AccordingtoLamb,some companiespositiontheir brands"as beingsimilartocompetingproductsorbrands";a few examplesare "margarine tastinglike butter"and "artificial sweetenerstastinglikesugar".[1] Thiscanalsobe seeninreactive marketing, whencompaniesrepositionmore thanjustproducts:afterTargetaddedfoodand groceryitemsto become a "supercenter",certaingrocerystores(suchasTexaschainHEB) addedretail productsto become supercentersaswell.Anotherexample wouldbe the iPhonespawningseveral competitive smartphones - differentiatedfromApple,yes,butnotas significantlyasApple wouldpreferbasedon the patentinfringementlawsuitsfiledbyApple.[2] The conclusionseemstobe emulate,butdonot duplicate.Asthe HarvardBusinessReview noteswhendiscussingpositioningandstrategy,"A company can outperformrivalsonlyif itcanestablishadifference thatitcan preserve."[3] Generally,the brandpositioningprocessinvolves: Identifyingthe business'sdirectcompetition(couldinclude playersthatofferyourproduct/service amongsta larger portfolioof solutions) Understandinghoweachcompetitorispositioningtheirbusinesstoday(e.g.claimingtobe the fastest, cheapest,largest,the #1 provider,etc.) Documentingthe provider'sownpositioningasitexiststoday(maynotexistif startupbusiness) Comparingthe company'spositioningtoitscompetitors'toidentifyviableareasfordifferentiation Developingadistinctive,differentiatingandvalue-basedpositioningconcept
  • 4. Creatinga positioningstatementwithkeymessagesandcustomervalue propositionstobe usedfor communicationsdevelopmentacrossthe organization Productpositioningprocess[edit] Generally,the productpositioningprocessinvolves:- Definingthe marketinwhichthe productor brandwill compete (whothe relevantbuyersare) Identifyingthe attributes(alsocalleddimensions) thatdefinethe product'space' Collectinginformationfromasample of customersabouttheirperceptionsof eachproducton the relevantattributes Determine eachproduct'sshare of mind Determine eachproduct'scurrentlocationinthe productspace Determine the targetmarket'spreferredcombinationof attributes(referredtoasan ideal vector) Examine the fitbetweenthe productandthe market. Positioningconcepts[edit] More generally,thereare three typesof positioningconcepts: Functional positions Solve problems Provide benefitsto customers Get favorable perceptionbyinvestors(stockprofile) andlenders Symbolicpositions Self-image enhancement Ego identification Belongingnessandsocial meaningfulness Affectivefulfillment Experiential positions
  • 5. Provide sensorystimulation Provide cognitivestimulation Repositioningacompany[edit] Main article:Turnaroundmanagement In volatile markets,itcanbe necessary - evenurgent- to repositionanentire company,ratherthanjust a product line orbrand.WhenGoldmanSachs and Morgan Stanleysuddenlyshiftedfrominvestmentto commercial banks,forexample,the expectationsof investors,employees,clientsandregulatorsall neededtoshift,andeachcompanyneededtoinfluence how theseperceptionschanged.Doingso involvesrepositioningthe entire firm. Thisis especiallytrue of small andmedium-sizedfirms,manyof whichoftenlackstrongbrandsfor individualproductlines.Inaprolongedrecession,businessapproachesthatwere effective during healthyeconomiesoftenbecome ineffectiveanditbecomesnecessarytochange afirm'spositioning. Upscale restaurants,forexample,whichpreviouslyflourishedonexpenseaccountdinnersand corporate events,mayforthe firsttime needtostressvalue as a sale tool. Repositioningacompanyinvolvesmore thanamarketingchallenge.Itinvolvesmakingharddecisions abouthow a marketis shiftingandhowafirm'scompetitorswill react.Oftenthesedecisionsmustbe made withoutthe benefitof sufficientinformation,simplybecause the definitionof "volatility"isthat change becomesdifficultorimpossibletopredict. Positioningishoweverdifficulttomeasure,inthe sense thatcustomerperceptionof aproductmay not have beentestedonquantitativemeasures. See also[edit] Brand management Brand community Customerengagement Marketing Marketingmanagement
  • 6. Target market Productmanagement Market segment Productdifferentiation Marketingplan Sustainable competitiveadvantage Strategicmanagement Marketingstrategies Placebo(originsof technical term) Points-of-parity/points-of-difference Right-time marketing List of renamedproducts References[edit] BusinessDictionary.(n.d.) Definitionof Positioning.Retrievedfromhttp://www.businessdictionary.com Lamb, C.(2013). e-StudyGuide forMKTG 7. Retrievedfromhttps://books.google.com/books Trout, J.,(1969) ""Positioning"isagame people playintoday’sme-toomarketplace",Industrial Marketing,Vol.54,No.6,(June 1969), pp. 51–55. Ries,A.and Trout,J. (1981) Positioning,The battle foryourmind,WarnerBooks - McGraw-Hill Inc.,New York, 1981, ISBN 0-446-34794-9 Trout, J.and Rivkin,S.(1996) The NewPositioning:The latestonthe worlds#1 businessstrategy, McGraw Hill,NewYork,1996, ISBN 0-07-065291-0 Moore,G. (1991) Crossingthe Chasm,HarperCollinsPublishers,1991. Levi,K.(2007) "Differentiate orDiminish:The ArtandNecessityof BusinessPositioning",(March2007), p. 9 External links[edit] ^ Jumpupto: a b Lamb,Charles(2012). Essentialsof Marketing(7e ed.).Mason,OH: South-Western Cengage Learning.pp.279–82. ISBN 978-0-538-47834-2.
  • 7. Jumpup ^ "Apple Inc.v. SamsungElectronicsCo.Ltd.et al,CaliforniaNorthernDistrictCourt,Case No. 5:11-cv-01846. FiledApril 15,2011; Apple Inc.v.HTC Corporationetal,Delaware DistrictCourt,Civil ActionNo.:1:12-cv-1004-GMS. Filed8/3/2012; Apple Inc.etal v.Motorola Mobility,Inc.,California SouthernDistrictCourt,Case 3:2012cv00355. Filed:February10,2012.; Apple Inc.v.SanhoCorporation, CaliforniaNorthern DistrictCourt,5:2010cv04042, Filed:September9,2010.; Apple Inc.v.Nokia CorporationandNokiaInc.,Delaware DistrictCourt,Case 1:09-cv-00791-GMS. Filed12/11/09". Justia.com. Jumpup ^ Porter,Michael (November1996). "What Is Strategy?".Harvard BusinessReview. Categories:Marketing Navigationmenu Create accountNotloggedinTalkContributionsLoginArticleTalkReadEditView history Search Go Main page Contents Featuredcontent Currentevents Randomarticle Donate to Wikipedia Wikipediastore Interaction Help AboutWikipedia Communityportal Recentchanges Contact page Tools
  • 8. What linkshere Relatedchanges Uploadfile Special pages Permanentlink Page information Wikidataitem Cite thispage Print/export Create a book DownloadasPDF Printable version Languages ‫ية‬ ‫عرب‬ ‫ال‬ Български Català Čeština Deutsch Eesti Español Euskara Français 한국어 Italiano ‫עברית‬
  • 9. Polski Português Svenska Türkçe Українська TiếngViệt 中文 Editlinks Thispage waslastmodifiedon8 September2015, at 01:04. Textisavailable underthe Creative CommonsAttribution-ShareAlike License;additional termsmay apply.Byusingthissite,youagree to the Termsof Use and PrivacyPolicy.Wikipedia® isaregistered trademarkof the WikimediaFoundation,Inc.,anon-profitorganization. PrivacypolicyAboutWikipediaDisclaimersContactWikipediaDevelopersMobileviewWikimedia FoundationPoweredbyMediaWiki