The market positioning consists of indicating the position in which the product or service of a certain company compared to others that have similar products on the market. Proper positioning allows the product to be considered unique, which helps the user to use it to benefit.
A corresponding market positioning allows a product or brand to be able to stand out from the rest, especially where there are other similar products that offer certain similar characteristics. What's more, facilitates marketing at higher prices and stay away from the competition in relation to the results.
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It should also be taken into account that this positioning means that a company or product can easily overcome difficult sales times and at the same time, provide a lot of more flexibility in the face of modifications, advertising, distribution and extensions.
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In this article you will find:
Steps for an adequate market positioning
Among the steps that are taken in market positioning, the following can be mentioned:
- Market segmentation.
- Choice of one or more segments that could become the product.
- Select and develop the concept of positioning.
- Analyze each of the segments.
- Identification of the various positioning options for each of the segments that are selected within the market.
Types of market positioning
It may be thought that trying to develop more than one type of positioning It is perfect for a brand, it really is much better to focus on the different options that can help you have successful opportunities.
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Among the different types of positioning that can be selected are:
1. Differentiation
The differentiation highlights the characteristics that allow the product or brand to be unique, as well as its composition, service or design, which will help it to stand above the competition.
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2. Benefit
If the brand or product provides additional value to the product or service, it can give a great benefit to the consumer.
3. Competitive
In the market positioning, comparisons are made in order to compete with opponents, which means that the same can be done, but in a more efficient way.
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4. Market niche
If a product or service is designed especially for to satisfy the needs what does the market, it can be much easier to promote it in a special and exclusive way.
5. Strategic
Generally the brands that are recognized and that have a favorable position within the market, provide better prices and quality, by providing greater prestige to the users who use it.
Market positioning errors
Within the positioning there may be some errors such as the following:
- Overlapping: Generally, the consumer has limitations when perceiving the image of the brand, which is a mistake that can cause customers to feel out of reach of said brand.
- Subpositioning: This error can allow a vague idea of the brand in the minds of the customers, this could make the brand cannot be differentiated.
- Confusing positioning: When the brand does not have a well-defined position, makes constant changes or is positioned in different segments, it can lead to confusion in the mind of the consumer.
- Dubious positioning: This happens when brand promises do not have credibility for consumers, in cases when the price creates a benefit for its low cost and in the end ends up causing the rejection of the client.
Differences in market positioning strategies
To select and apply a correct Positioning strategy, each of the companies has the duty to differentiate what it offers, creating a product or service that benefits the client in a competitive way and attracts many more buyers. Some of these differences can be:
1. Product Differences
A company can make a difference to its product through its material, safety features, ease of use, design, comfort and style, among other things. This is a strategy widely used by companies to highlight their product and compete in the market to have a good position with consumers.
2. Service differences
There are companies that achieve competitive advantages through fast and reliable strategies, both in its installation, as in the repair and training, as well as in the advice of its services.
3. Staff differences
This difference is related to the hiring and training that a company offers its staff so that they work more efficiently every day. For this strategy to work, the company must make a careful selection and beneficial training of all personnel who will have direct contact with customers.
4. Image differences
Most companies strive to create and provide an image that differentiates them from other companies that are within the competition. The brand or image of a company has to convey a different and original message that draws attention and communicates the advantages of the product as well as its position.
Symbols can lead to favorable brand and company recognition, in addition to image differentiation. Companies design their own logo so that they can be recognized immediately. Also, they are associated with letters or objects that prove to be symbols of quality.
5. Choice of competitive advantage
If a company has several competitive advantages, you must select which one will be used so that your strategy can achieve positioning. In that case, some companies have to limit themselves to promoting their only advantage to achieve their target in the market and ranks number one as buyers are always going to remember.
On some occasions, brand differences are not worth it or make sense, since they do not serve to make a difference, which means that the company must take care of the way and the strategy that it will use to distinguish itself from the competence.
It is important that, when starting the positioning of a product or service, it is necessary to answer some questions such as what the customer is buying, what difference does their product have from the competition and why the product is unique.
Due to this, the company must indicate the target market, how to reach it, what is being bought and what is the proposal of sale, being this the best way to know all these questions in an organized way for a successful processing of market.
