Market positioning is the process of creating a positive perception of a brand to increase sales. It involves considering the target audience and adjusting presentation accordingly. Companies may also reposition themselves or participate in deposition to alter the perception of other brands. Developing a market positioning strategy is crucial for dominating the market.
Market positioning is the manipulation of a brand or family of brands to create a positive perception in the eyes of the public. If a product is well positioned, it will have strong sales and can become the go-to brand for people who need that particular product. Poor positioning, on the other hand, can lead to poor sales and a dubious reputation. Several things go into market positioning, with entire companies specializing in this activity and working with clients to position their products effectively.
When a product is launched, the company needs to think beyond what the product is for when it comes to positioning. Also think about the type of people who want to buy the product. For example, a luxury car manufacturer might be less interested in promoting reliability and more interested in promoting drivability, appealing to people looking for high-end cars that are enjoyable and exciting to drive. Conversely, a company that makes mouthwash may want to go to the bottom of the market with an attractive low price, accompanied by claims asking consumers to “compare themselves against the leading brand” so they can see that the product contains the same ingredients. active ingredients than a famous brand, at a much lower price.
Market positioning is a complicated process. Companies need to see how consumers perceive their product and how differences in presentation can affect perception. Periodically, companies may reposition themselves, trying to adjust their perception among the public. For example, a company may redesign product packaging, start a new advertising campaign, or engage in similar activities to capture new market share.
Companies also participate in deposition, in which they try to alter the perception of other brands. While direct attacks against rival brands are frowned upon and may be illegal unless very carefully framed, companies may use language like “compared to the leading brand” or “we’re not like those other brands.” A TV ad, for example, might contrast two paper towels: the advertised brand and a “generic” one with a package that looks suspiciously similar to a popular brand of paper towels, but isn’t quite identical. .
Developing a market positioning strategy is an important part of the research and development process. The marketing department may provide notes during product development that are designed to improve the position of the product, as well as determine the price, where the product should be sold, and how it should be advertised. Every aspect of the product presentation will be carefully calculated to maximize your position, with the goal of dominating market positioning.
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