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Positioning is what the shopper believes about your product’s worth, options, and advantages; it’s a comparability to the opposite obtainable options provided by the competitors. These beliefs are inclined to based mostly on buyer experiences and proof, reasonably than consciousness created by promoting or promotion.
Entrepreneurs handle product positioning by focusing their advertising and marketing actions on a positioning technique. Pricing, promotion, channels of distribution, and promoting all are geared to maximise the chosen positioning technique.
Typically, there are six fundamental methods for product positioning:
1. By attribute or benefit- That is essentially the most often used positioning technique. For a light-weight beer, it is likely to be that it tastes nice or that it’s much less filling. For toothpaste, it is likely to be the mint style or tartar management.
2. By use or application- The customers of Apple computer systems can design and use graphics extra simply than with Home windows or UNIX. Apple positions its computer systems based mostly on how the pc shall be used.
3. By user- Fb is a social networking web site used completely by faculty college students. Fb is just too cool for MySpace and serves a smaller, extra refined cohort. Solely faculty college students might take part with their campus e-mail IDs.
4. By services or products class- Margarine competes as an alternative choice to butter. Margarine is positioned as a decrease value and more healthy different to butter, whereas butter offers higher style and healthful elements.
5. By competitor- BMW and Mercedes usually examine themselves to one another segmenting the market to only the crème de la crème of the car market. Ford and Chevy needn’t apply.
6. By worth or quality- Tiffany and Costco each promote diamonds. Tiffany desires us to imagine that their diamonds are of the best high quality, whereas Costco tells us that diamonds are diamonds and that solely a chump can pay Tiffany costs.
Positioning is what the shopper believes and never what the supplier desires them to imagine. Positioning can change due the counter measures taken on the competitors. Managing your product positioning requires that you realize your buyer and that you simply perceive your competitors; typically, that is the job of market analysis not simply what the enterpreneur thinks is true.
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Source by John Bradley Jackson
