Positioning Strategies

Market position refers to the process of establishing the image or identity of a brand so that customers perceive it a certain way. The brand positioning is a process of creating its own image, distinctive properties, positive associations and values in consumers’ mind in order to create a sustainable trademark image and ensure consumers’ attachment to this trademark.

Positioning is the development of the image of a product directly against to the competitor products and other products produced by the company's own. The purpose is management's attention by the recipient to a certain product and to differ that product in favor of the company, compared with similar products.

The purpose of a positioning strategy is that it allows a company to spotlight specific areas where they can outshine and beat their competition.

This is created through the use of the 4 Ps: promotion, price, place and product. The best way to do this is through a positioning strategy. Carefully considered positions provide development directions for the new products, market expansion, communication, pricing, selection of distribution channels.
Positioning Strategies

Brand positioning

Positioning may be defined as the act of placing the product in the mind of the prospect. Brand positioning refers as the act of designing the branding element resides in the mind of the consumer.

It is the point where the relationship between a brand and consumers become apparent. Positioning is competition-oriented: it specifies the best way to attack competitor’s market share. Brand positioning involves the placement of a brand and all its associations (including characteristics, attributes, personality, and image) in a distinct in the mind of the consumer.

Brand positioning is based on one fundamental principle: all choices are comparative. Positioning is competitive when it comes to brands, consumers make a choice, but with products they make comparisons.

The importance of string brand positioning cannot be underestimated, An organization’s brand positioning is the major way in which it can gain a competitive advantage over rivals and detract criticism, and a definitive identify can provide internal benefits such as the ability to attract quality personnel and breed employee motivation.

A successful positioning requires a strong positive perception from the consumers. For this to happen, the brands positioning should be unique in a way that is different from others.
Brand positioning

Market positioning

Positioning involves figuring out what meaningful and available niche in the market. It is refer to the development of the marketing mix to yield a distinctive appeal to the target segment.

Different from brand positioning which emphasizes the connection between a brand and the consumer’s mind and emotions, market positioning refers to the competitive position of a company in terms of size and market share.

It is how the consumer views or perceives the product in relation to other similar products.

There are three steps for positioning strategy:
*Identifying a set possible competitive advantages which to build a position
*Selecting the right competitive advantages
*Effectively communicating and levering the chosen position carefully

Market positioning based on price, product differentiation and service position, is central the competitive strategy.
Market positioning