Tools for effective company positioning

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What determines the position that a product can occupy on the market? There are many factors: price, appearance, quality indicators, the possibility of buying at a discount, service level, the general image of the manufacturer, etc.

Positioning by structuring the market . That is, the consumer behavior options in the market, their requests, preferences, and perception of offers are studied. These behavioral models high school senior mailing list differ in different market segments.

Taking market dynamics into account . This means that you first determine what your position is in the market, compare it with your competitors, and then find ways to strengthen your position and even overtake your rivals.

Conducting a SWOT analysis . This strategy is based on identifying any existing factors (both inside and outside the company) that can affect the success of promoting a product (enterprise, brand). Within the framework of a SWOT analysis, the company's work is assessed in four areas: strengths are determined (Strength), then weaknesses (Weaknesses), opportunities are predicted (Opportunities), threats are identified (Threats).

Tools for effective company positioning

Drawing up perception maps . These maps help to understand how consumers perceive products offered by competitors (on average). This way, indicators (for products) are identified whose development, due to their importance, should be given the greatest attention in the long term.

Identifying compliance . This involves comparing your own product with similar products from competing companies and identifying characteristics that can be used to outperform your competitors.

Study and use of similarities of trademarks in positioning . That is, an analysis of two brands is carried out based on existing common similar parameters or on individual specific indicators. In this way, multi-level positioning is built based on the properties taken as a basis in the process of analyzing similar products.

Positioning based on the definition of hypothetically ideal brands . Here the task is to find out what are the positions of goods that in the eyes of the consumer look most attractive, are perceived as a product that fully satisfies the needs of the client.

Using the emotional component . Here you should identify the product features that evoke the greatest emotional response from the consumer and focus on them - what is called, playing on feelings.


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More about the company's product positioning
Positioning of a company's products is an important topic in itself. What should be taken into account when identifying the properties of the products on which the positioning will be built?

The most important role here is played by the chosen strategy, the trends that have developed in the market and the product characteristics themselves.

Marketers usually take several real existing advantageous quality indicators as a basis. Most often these are:

price;

distribution routes;

method of service;

general image formed by various advertising campaigns;

service maintenance.

The level of service, by the way, is very important. Do not underestimate the significance of this point.