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”.