Competitive Positioning: Start with a Market Profile

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Your competitive positioning is the foundation for your entire business. Learn how to create a strong market profile that is the foundation for your competitive positioning and brand strategy.

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Competitive Positioning: Start with a Market Profile

  1. 1. Competitive Positioning Strategy<br />Start with a Market Profile<br />
  2. 2. Competitive Positioning Overview<br />The foundation for a successful business.<br />
  3. 3. Strategy Questions<br />
  4. 4. Create a Market Profile<br />Creates a picture of the market and the typical buyer’s distinctive characteristics.<br />Build your brand for these buyers.<br />
  5. 5. Step 1: Quantitative Research<br />Classical Market Profiling Approach<br />
  6. 6. B2B Example<br />
  7. 7. Geography<br />Define the geographical location of customers.<br />Is the product <br />multi-cultural?<br />Is positioning local, national, or global?<br />
  8. 8. Add Detail<br />Demographic Traits<br />
  9. 9. B2B Demographical Analysis<br />
  10. 10. End-User Demographical Analysis<br />
  11. 11. Size and Trends<br />For Both B2B and Consumer Markets<br />
  12. 12. Step 2: Qualitative Research<br />Modern Approach<br />
  13. 13. Include the Human Elements<br />Market to Real People, Not Statistics<br />
  14. 14. Examine the Psychological Motivations<br /><ul><li>What issues do your customers face?
  15. 15. What are their pains and desires?
  16. 16. Who is the decisionmaker for the purchase?
  17. 17. Are there multiple influencers in the decision?
  18. 18. What are the purchasing processes and key players?
  19. 19. What is the buyer personality?</li></li></ul><li>End Goal<br />Paint a Clear Picture of Your Buyer<br />
  20. 20. Where to Use<br />Share with your Team!<br />
  21. 21. Next Steps<br />Use Market Profile to Define Brand Strategy<br />
  22. 22. Additional Resources<br />Brand Strategy & Competitive Positioning Tools<br />www.marketingmo.com<br />

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