Representation of customers, customers about the company itself is formed depending on the position of the service, product, firm. Positioning of the company is the key to its successful operation. After all, position has a huge impact on the success of any undertakings of your enterprise, both in advertising and in marketing.
So, the concept of positioning includes actions aimed at developing the proposal and image of the company. The main purpose of which is to achieve a favorable situation in the minds of consumers of products, the terms of this company.
There are three basic principles for positioning a company:
- Be committed to one direction.
- Consistency, first of all.
- For a long time, be devoted to one position.
Positioning methods
- Unique selling proposition. This method involves the analysis of all properties of goods, services, until you find something special that will allow the product to be made unique. If the analysis fails, then you should find a highlight that has gone unnoticed, and adjust it to your parameters.
- SWOT-analysis. Analyzing strengths and weaknesses, trying to find opportunities in the low-key and strengths, but at the same time, and threats.
- Appropriate method. Make a list of your competitors, find the differences between your product and the competitor.
- The method of "registry". It is necessary to analyze advertising competitive messages.
Positioning methods
There are such ways of positioning as:
- Characteristics of a specific product and the benefits that consumers receive by using this product or service.
- Emphasis on the leading positions of this product.
- Value for money.
- The use of the product, its advertising by well-known personalities.
- Positioning within a specific category of goods, services.
- Comparison of products with existing products of known competitors.
- Symbols, through which the consumer will always remember a particular brand.
- The country of manufacture is positioned in the slogan of the goods.
It is worth noting that strategic positioning has an impact on the success of the company in the market, strengthening its position in the competition. To do this, the company needs to assess the potential of the company and carefully analyze its external environment, it is necessary to determine the most effective methods of using the capabilities of the enterprise, predicting the actions of its competitors.
So, the positioning of the company, first of all, depends on the literacy of the leadership, its ability to think, predicting the actions of competitive companies.