Positioning

Positioning

Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the mind of target market. The end result of positioning is the successful creation of customer-focused value proposition, a cogent reason why the target market will buy the product.
No company can win if its product and offering is very similar to or resembles every other product and offering. Companies must pursue meaningful and relevant positioning and differentiation. Each company and offering must represent a distinctive and predominant idea in the mind of the target market; and each company must dream up new features, services and guarantees, special rewards for loyal users, and new convenience and enjoyments.

What is Positioning?

According to Al Ries and Jack Trout, “Positioning starts with a product, a piece of merchandise, a service, a company, an institution or even a person… but positioning is not what you do to a product. Positioning is what you do to the mind of a prospect. That is, you position the product in the mind of the prospect”.

Positioning

Why do we need ?

Without a clear and strong positioning strategy, lots of time and money are spent in vain but nearly every other corporate investment, from production and distribution right down to overhead expenses. Because positioning strategy is your reason for being. If you can’t clearly articulate your positioning, and if it doesn’t have real, meaningful, differentiated value to the marketplace and your organization, you’re not only drifting somewhat aimlessly, your chances of real success are greatly diminished.
Creation of and adherence to proper and successful positioning strategy is perhaps one of the most difficult aspects of great marketing. It’s the most important foundational element. It drives not only marketing but also operations where you choose to go, in what you choose to invest, what’s important and what’s not.
If you can’t express your positioning in a clear, concise, valuable, and differentiated way and if all the people in your organization can’t easily articulate the same thing it’s time to start at the beginning again. Identifying and developing the proper positioning strategy isn’t easy, but it will certainly make your life easier in the future.

Point of Parity (PODs) and Point of Difference (POPs)

Points-of-parity (POPs): It involves the Associations that are not necessarily unique to the brand but may be shared by other brands i.e. where you can at least match the competitors claimed benefits. A point of parity is a point of difference that a competitor has over you that you need to counteract. In many cases, you won’t even be able to compete in the market unless you can nullify this advantage that your competitor has.
Points-of-difference (PODs): It involves Attributes or benefits consumers strongly associate with a brand, positively evaluate and believe they could not find to the same extent with a competing brand i.e. points where you are claiming superiority or exclusiveness over other products in the category. A point of difference is exactly what it sounds like- it is something that makes you different from your competition (oh, and it also has to be something your customer actually wants).

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