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Learn�POSITIONING STRATEGY

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What is POSITIONING STRATEGY?

Positioning Strategy is a strategic marketing plan that helps you identify where your product or service stands in the marketplace and how it should be positioned in the mind of your customers in order to attract them.

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In The MIND

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  • Why you stand out?
  • Why you are different?
  • Why you should be remembered?

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Defining what you do DIFFERENTLY

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PHILIP KOTLER

The father of modern marketing

“THE ACT OF DEFINING A COMPANY’ OFFERING AND IMAGE TO OCCUPY A DISTINCTIVE PLACE IN THE MIND OF YOUR TARGET MARKET”

POSITIONING

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OFFER

DIFFERENCE

IMAGE

COMMUNICATION

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OFFER

DIFFERENCE

IMAGE

COMMUNICATION

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OFFER

IDEA

IMAGE

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IDEA

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KEY #1

Make the POSITION easy for your Target Market

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POSITIONING

Is not what you do to a brand, but what you to the MIND of your target market

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INFLUNCE your Target Market

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Establish a DISTINCT IDENTITY that can influence customer’s perceptions or decision relatives to alternatives.

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What PLACE IN THE MIND do we want to OWN?

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EFFECTIVE COMMUNICATION

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KEY #2

Always keep the END GOAL IN MIND

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We build an IDEA around our DIFFERENTIATOR

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COMMUNICATION STRATEGY

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SIMPLICITY IS THE KEY

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KEY #3

DIFFERENTIATION IS CREATIVE THINKING

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Creating a GAP

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Not finding your position

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But…

CREATING your position

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Brand positioning process

  • Step 1 - Research your target market ang your competitors.

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You must create a POSITIONING STATEMENT to make your brand apart from your competitors.

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This is how you want your brand to be PERCEIVED.

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Brand positioning process

  • Step 1 - Research your target market ang your competitors.
  • Step 2 - Identify your differentiators.
  • Step 3 - Work with your marketing team to develop your positioning strategy

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The 3 key QUESTIONS of a Positioning Strategy:

  • Who am I or What Is My Product?
  • Why Buy Me or Why Buy My Product?
  • Why Not Buy Someone Else?

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The 3 Cs of working out your Strategic Positioning:

  • Customer
  • Channel or Marketing Team
  • Competition

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Determining different Positioning Strategies:

  • Positioning based on products Characteristics
  • Positioning based on price
  • Position based on quality or luxury
  • Position based on the competition

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In Conclusion…

Your positioning in the market determines were your brand sits relatives to competitors and gives your brand a unique identity. This will make your brand will not blend in with everything else in the market because it gives customers something unique to REMEMBER.