MINISTRY OF EDUCATION OF THE RUSSIAN FEDERATION
ALL-RUSSIAN FINANCIAL AND ECONOMIC INSTITUTE
by discipline
"Marketing"
Product positioning and positioning strategy. Buying patterns
Executor:
Faculty: accounting and statistics
Specialty: accounting, analysis and audit
Personal file number:
Introduction …………………………………………………………………………… .2
Main part: …………………………………………………………………… .3
1. Positioning of goods. Positioning strategy ……………… 3
2. Models of purchasing behavior …………………………………… ... 10
3. Test ………………………………………………………………………… .13
Conclusion …………………………………………………………………… ... 14
References …………………………………………………………… ..16
Introduction.
The term "marketing" comes from the English market - market and literally means activities in the field of the market. However, in an economic sense, marketing is a broader concept that includes a thorough and comprehensive study of the market, as well as active influence on the market, the formation of needs and consumer preferences. To connect the manufacturer and the consumer, to help them find each other - this is the main goal of any marketing activity.
In the conditions of market relations, and especially in the period of transition to the market, marketing is one of the most important economic disciplines. The effective functioning of the entire national economy depends on how correctly the marketing system is built.
To better promote products on the market, it is necessary to carefully study the given market, as well as the factors influencing the behavior of buyers. For this purpose, a number of concepts and principles have been created in marketing science, such as the consumer market, purchasing behavior, market segmentation, product positioning, etc.
The purpose of this test is to study the positioning of a product in the market and what positioning strategies a company can use to promote its product, as well as a model of purchasing behavior in the process of deciding on a purchase.
Main part.
1. Positioning of goods. Positioning strategies.
Product positioning is the definition of its place in the market among other similar goods from the point of view of the consumer himself. The result of positioning is specific marketing actions for the development, distribution and promotion of a product to the market.
Positioning steps:
1. Determination of a set of competitive advantages;
2. Selection of competitive advantages corresponding to the goals of the company
3. Formation and consolidation of the chosen position in the market.
Competitive advantage is the advantage a company gains over its competitors by offering customers more value, either through lower prices, or greater benefits that offset higher prices.
Practical positioning - establishing how these products differ from similar products of competitors. The difference is determined using a “map” of the competitive position in the coordinates of features that are essential for the consumer. Typically, product positioning is done using maps divided into 4 quadrants (Figure 1.1).
Rice. 1.1... A typical example of product positioning taking into account consumer clusters
When positioning, the choice of the optimal segment is decided and the supplier takes the optimal position within this segment. The decision “what position the product should take” determines the input to the process of the product or service strategy, and the way to achieve this is the strategy itself.
Positioning maps are the most popular way to visually represent a firm's capabilities. So, if we identify the ideal preferences of consumers, as well as the place of goods and products of competitors in relation to their preferences, we will be able to analyze marketing opportunities. Below is an example of a margarine market positioning map:
Fig 1.2. Margarine market positioning map
This card identifies two key properties that are important to consumers: 1) "foams when fried" and 2) "cholesterol content." The map allows you to see that Merete margarine is perceived as a leader in both properties. In the case when there are more properties that distinguish the product, a multivariate analysis is carried out. However, it is often easier and more effective to work with two properties at the same time and try to identify overlaps.
The company, with the help of marketing, takes certain actions aimed at taking a favorable position in the minds of the target group of consumers that, unlike other products, this product was created specifically for them. After selecting the segment that the company intends to serve, an analysis of the competitors in it should be carried out. Taking into account the positions occupied by competitors, the company can use two options for determining its market position:
1. Take a place next to one of the competitors and fight for dominance in this segment. An enterprise can consciously do this on the basis of the following: 1) it can create a more competitive product than a competitor; 2) the market is large enough to accommodate several competitors; 3) the company has more significant resources than the competitor, and / or 4) the chosen policy most fully meets the competitive capabilities of the company.
2. Creation of a product of market novelty in accordance with the needs of consumers. Buyers (consumers) are very impressed when a commodity producer, meeting their wishes and requirements, improves his products, creates their modifications, equipping the goods with new additional characteristics. However, before making such a decision, the management of the enterprise must make sure that there are: 1) the technical capabilities of creating unique product; 2) economic opportunities for creation and production within the boundaries of a reasonable price level; 3) a sufficient (to allow profitable sales) number of potential buyers who prefer this kind of product. A positive response to these conditions means that the manufacturer has found a promising "niche" in the market and is ready to take appropriate measures to fill it.
Positioning strategy- the dominant line of action to gain a competitive advantage in the market segment, developed within the framework of product positioning. The following positioning strategies are distinguished:
· By product attributes, for example, low price, high quality, novelty;
· Depending on the benefits of the product for the consumer, for example, the production of toothpaste that prevents caries;
· Due to the circumstances of use, for example, a soft drink in the summer can be positioned as a means of replenishing the loss of fluid by the human body, and in winter it is recommended for people who are prescribed by doctors to consume a lot of fluid;
· Intended for certain types of users, for example, "mild" shampoos for children; aimed directly at a competitor, for example, the superiority of the product for some attribute over the product of a specific competitor is ensured;
It is possible to use combinations of these positioning strategies, for example, positioning according to the price-quality ratio, it is shown in Fig. 1.3
| Product quality |
1. Strategy of premium markups |
2. High price strategy |
3. Super-price strategy |
|
| 4. Overpricing strategy |
5. Average price strategy |
6. Good price strategy |
||
| 7. Robbery strategy |
8. False Saving Strategy |
9. Economy strategy |
||
Rice. 1.3... Nine strategies for value for money
Strategies 1, 5, and 9 can be implemented simultaneously in the same market, where one company offers high quality products at a high price, another offers medium quality products at an average price, and the third deals with low quality products at low prices. Competitors coexist peacefully as long as the market has three groups of buyers: quality-oriented, price-oriented, and both factors together. Positioning strategies 2, 3, and 6 represent ways to attack diagonal positions. Strategy 2's motto is: "Our product is of the same high quality as competitor 1, but our prices are much more attractive." Strategy 3 adherents offer even greater savings. They may be able to convince quality-oriented consumers to save money (unless the Sector 1 product is particularly attractive to snobs).
Positioning- determination of the place of a specific product in relation to competitors' products in the minds of consumers. The positioning of the product is necessary to ensure the advantageous position of the product in the market. It comes from the real perception of the goods by the consumer and their offerings. It is based on the assessment of the consumer merits of the product, the possibilities of expanding the circle of potential consumers, the factor of the prestige of the product, its allocation strengths in relation to competitors' products. Positioning determines how target customers perceive the firm. A positioning strategy is a tool for implementing a differentiation strategy.
During the positioning process, the following typical questions arise:
- What are the distinctive features or benefits, actual or perceived, that buyers respond favorably to?
- How are the positions of competing brands and firms perceived in relation to these properties or benefits?
- What is the best position to take in this segment, taking into account the expectations of potential buyers and the positions already occupied by competitors?
- What are the best marketing tools to take and defend your chosen position?
The positioning result is often presented in graphical form. An example of a positioning map for industrial packaging can be seen in Fig. 8.3.
Rice. 8.3 Positioning technique for industrial packaging
Positioning example different types packaging materials from the point of view of two criteria important for the consumer - reliability and cost of packaging materials.
Positioning procedure Is a complex multi-stage process. Right choice positioning requires compliance with several conditions: first, to have a good understanding of the position actually occupied by the company / brand in the minds of buyers based on the study of the company's image; the second is to know the positioning of competing enterprises / brands, especially the main competitors; third - choose your own position and identify the most convincing arguments in support of it; the fourth is to assess the potential profitability of the selected position.
Next, you need to make sure that the enterprise is able to carry out the selected positioning. To do this, you need to make sure that the company / brand has sufficient potential to achieve the necessary positioning in the minds of buyers. Then it is necessary to assess whether there are enough resources to take and defend the chosen position. Finally, you need to make sure that the chosen positioning is consistent with other marketing factors: price, communication and sales.
Once there is a clear definition of the positioning choice, it becomes relatively easy for operational marketing managers to translate positioning into an effective and consistent marketing program.
St. Petersburg Institute of Foreign Economic Relations and Law
Test
on the topic: "Positioning of goods"
Discipline: Marketing
Performed
Baranovskaya M.Yu.
Group49 - BMR
Checked
Kaliningrad
Introduction
1. Positioning of goods
2.2 Positioning according to M. Trecy and F. Wiersem.
3 Positioning errors
Conclusion
Introduction
The modern economy suffers not from deficits, but from surpluses. In a typical American supermarket, you can find more than just a number of brands of toothpastes.
Within the framework of one brand, for example "Colgate", you will be offered a dozen different pastes: with soda or peroxide, whitening or effectively removing tartar. Kellogg's Eggo wafers are available in 16 variations, Kleenex napkins are available in 9 different types.
Hundreds of business schools are offered to students to choose from. From the point of view of the seller, this can be called hypercompetition. From the buyer's point of view, it is over-choice.
If all the goods and services on the market are the same, no company will achieve a complete victory. The company must strive for meaningful and significant positioning and distinctiveness.
Behind every company or market proposition there must be some specific idea brought to the mind of the target market; every company must come up with new properties, services, guarantees, incentives for loyal consumers, new amenities and pleasures.
But even if a company is not like others, its differences are short-lived. Good ideas are copied quickly, so companies must constantly come up with new, more meaningful product characteristics and benefits to attract the attention of choice-spoiled and cost-conscious consumers.
Typically, companies will redefine their marketing strategies several times (change economic conditions, competitors launch attack after attack, the product goes through various periods of consumer interest and stated demands).
Therefore, it is necessary to develop strategies appropriate to each stage. life cycle goods. The goal is to increase the product's "life" and its profitability (taking into account the fact that nothing is eternal in the world).
1. Positioning of goods
The product must be provided with "an unquestionable, clear and distinct from analogs desirable place on the market and in the minds of target consumers", i.e. make positioning , understood as determining the position of the product among competitors and giving the product a certain image on target segment.
The positioning of the product is aimed at providing it with a certain, different from the competitive and desirable place for the company in the promising market segments and in the minds of target groups of consumers. Positioning schemes are models (two- or three-dimensional), where each of the goods occupies a strictly defined place in the coordinate system in accordance with the expressed preferences of consumers and the prospects of the very market segments that they represent.
Basic positioning principle- the product should be at least necessary, as attractive and individual as possible. Positioning can be based on rational and / or emotional benefits.
Rational benefits are benefits presented as logical arguments. They have logical rationales and therefore are easily accepted by the consumer.
Emotional benefits do not contain valid rational arguments, but delight the hearts and souls of consumers. No rationale can be given, but the emotional benefits tell the consumer that being superior to others or belonging to a group is possible "if you use this brand."
Positioning is carried out using a variety of means, but above all - based on the analysis of the prospects of the segments and comparison market shares competitors in these segments, by developing an adequate pricing and advertising policy. Important role also play: sales strategy, propaganda and creation of publicity, brands.
The following types of positioning can be distinguished:
Positioning based on the target consumer niche, target consumers of the product;
Positioning based on the main (essential) distinctive properties of a particular product;
Positioning based on the key benefits / advantages offered by the product;
Positioning based on consumer preferences regarding the "ideal brand" of the product;
Positioning based on the consumption situation;
Positioning based on a specific way of using the product;
Positioning based distinctive features in relation to a specific competitor product;
Positioning based on the gap with a certain category of goods;
Positioning based on the association arising from the target consumers from the product;
Positioning based on the ability to solve specific consumer problems.
Positioning methods looking for a connection between the product and the needs of the target audience. It is important that all marketing communications, based on positioning, are in one key (the concept of integrated marketing communications (IMC)) and have a single general statement; single meaning; single content.
The following positioning methods exist:
USP method. It is necessary to iterate over all the properties of the product until you find something unique that can be said about this product. If in reality there is nothing, you need to find a feature of the product that has remained unnoticed, and make it your own.
SWOT analysis. Strengths - weak sides, opportunities - threats.
Matching method. Competitors are written out and the differences between our product and competitive products are found.
spontaneous associations (eg tenderness, kindness, sensuality);
attributes (such as low-calorie yogurt);
benefits / benefits (eg, cures dandruff);
territory (for example, the country of Marlboro);
image-hero (for example, "Feint" - for those who are really cool).
Method of building maps. Visually shows what is important for the target audience in terms of the attributes of a product or service. Most efficiently based on quantitative research.
Emotional connection method. Emphasizes the feelings and sensations of the target audience:
the place and value of the product in their life;
their relationship to the product;
their relationship to the company;
about ourselves and about others.
After a decision has been made about how the advertised product should look in the eyes of consumers and will be positioned in the advertising market, the development of an advertising campaign moves on to the next stage - the development of a creative strategy.
2. Development and presentation of positioning strategy
Any marketing strategy is based on "three pillars": segmentation, targeting and positioning. The company identifies different needs and consumer groups, selects target groups and needs from them - those groups and needs that she can satisfy better than others, and then positions her offer so that its differences and the company's image are clear to the target audience. If positioning is unsuccessful, consumers do not understand what to expect from the offer. Effective positioning sets the tone for all other marketing planning and differentiation.
Positioning is the action of developing a company's proposal and its image, aimed at taking a stand-alone position in creating a target group of consumers. The end result of positioning is the successful creation of a customer-centric product value statement - a simple and clear statement explaining why the target audience should buy the product.
2.1 Positioning according to E. Rice and J. Trout
Renowned advertising experts Al Rice and Jack Trout made a significant contribution to popularizing the term positioning. They see positioning as a creative process of highlighting the merits of an existing product.
Positioning begins with a product, product, service, company, organization, or even an individual. But positioning is not about your actions in relation to a product. Positioning is your influence on the mindset of potential customers. You are positioning the product in the minds of potential consumers.
E. Rice and J. Trout believe that well-known products usually occupy distinct positions in the minds of consumers. For example, Hertz is perceived by them as the world's largest car rental agency, Coca-Cola is a well-known supplier of soft drinks, and Porsche is one of the best sports cars. It is very difficult for competitors to influence the established opinion of consumers, and rival companies have the opportunity to use only one of four possible strategies.
First strategy consists in strengthening its current position in the minds of consumers. For example, Avis, the second largest car rental agency, made it their strong point: "We are second. We try harder than others."
Second strategy is to find and take a position that would be recognized by a sufficient number of buyers. For example, in advertising for Three Musketeers chocolate, the manufacturer uses the fact that it contains 45% less fat than any other chocolate bar. United Jeresey Bank marketers noticed that large credit institutions take a long time to issue loans, and positioned their bank as "operational".
Third strategy consists in depositing or repositioning a competitor in the mind of the consumer. Most American cookware consumers believe that Royal Doulton and Lenox cookware is made in the UK, but the former deposited a competitor, making it public that the competitor's headquarters are in New Jersey. BMW tries to deposit Mercedes benz, offering the following comparison: "Car to sit and car to drive." In a famous commercial for the Wendy snack chain, its heroine, 70-year-old Clara, looks at a competing hamburger and asks, "Where's the beef?" Obviously, the purpose of such a video is to create doubts in the minds of consumers about the quality of the products of the market leader in fast food restaurants.
E. Rice and J. Trout emphasize that similar trademarks can achieve certain differences in perception even in a society experiencing obvious informational pressures, whose members simply ignore most of the advertising messages. Often, brands are located in the mind in the form of a commodity ladder, for example: “Coke” / ”Pepsi” / ”RC Cola”, or “Hertz” / ”Avis” / ”National.” The first of the brands is remembered better, the second, which is most likely , will reach no more than half of the sales volume, and the third - no more than 50% of the sales volume of the second.
Fourth strategy- exclusive club strategy. For example, a company might use the claim that it is in the Big Three. The idea of the Big Three came to the head of Chrysler, the third largest car company in the United States (the market leader never uses this technique). The meaning of the statement is that the members of the club are "the best of the best." Rice and J. Truth research communication strategies for brand positioning and repositioning in the minds of consumers.
And yet they believe that a condition for successful positioning is the study of all material aspects of the product, its price, distribution and promotion, designed to ensure the implementation of the adopted strategy of fighting for places in the minds of consumers.
2.2 Positioning according to M. Trisy and F. Wiersem
Consultants Michael Treacy and Fred Wiersema have proposed a positioning framework called "value disciplines." In its industry, an organization may aspire to be the firm with the leading product, the firm with the highest functional performance, or the firm that is closest to the customer. This division is based on the idea that any market consists of three types of buyers. Some like technology-leading firms (product leadership), others appreciate reliable performance(functional superiority), others expect the fastest satisfaction of their individual needs (proximity to the customer).
According to the observations of M. Treacy and F. Wiersem, in the overwhelming majority of cases, the company cannot be the best in three or even two forms at once.
First, there is not enough money for this, and second, each discipline of value requires its own style of management and investment. Thus, McDonald’s has the highest functional efficiency, but it cannot prepare hamburgers individually for each customer: it would slow down the work. Nor can McDonald’s be a leader in new products, because each additional dish brings confusion to its well-oiled operations. Even in large companies like General Electric, each business unit must adhere to its own value discipline. At GE, the production unit household appliances is committed to functional excellence, the Engineering Plastics business is committed to being closer to the customer, and the Jet Engine is challenged to lead the product category.
To achieve success, M. Treacy and F. Wiersema suggest that companies observe the following four rules:
1. Become the best in one of the three disciplines of value.
2. Achieve a satisfactory level in the other two disciplines.
3. Continue to improve your position in the main discipline, so as not to give up your place to a competitor.
4. Improve performance in the other two disciplines because competitors are continually keeping consumer expectations growing.
3 Positioning errors
As the number and intensity of requests to consumers with a sales proposal increases, the risk of a feeling of distrust in advertising and "dilution" of positions increases. As a rule, there are four main positioning errors.
1. Underpositioning. Some companies realize that customers have a vague idea of their brand, do not have strong associations associated with it, when the brand is seen only as one of many. When Pepsi introduced the Crystal Pepsi drink in 1993, it received a rather lukewarm reception as consumers did not perceive its transparency as a significant attribute. soft drink.
2. Over-positioning. Buyers may have too narrow a perception of the brand. Thus, consumers may think that the lower price limit for Tiffany diamond rings is $ 5,000, whereas today the company offers Jewelry at a price of $ 1,000.
3. Confused (vague) positioning. Consumers may end up with a fuzzy brand image because the supplier makes too many claims about the product or changes its positioning strategy too often. So it was with the powerful desktop computers“NeXT” by Stephen Jobs, which were initially positioned for students, then for engineers, and even later for businessmen, and each time it was unsuccessful.
4. Questionable positioning. Sometimes consumers find it difficult to believe in claims of high qualities product in the light of its actual characteristics, price or manufacturer's reputation. When General Motors' Cadillac division developed the “Cimarron,” it was positioned as a superior comfort competitor to BMW, Mercedes and Audi.
Although the car featured leather seats, a luggage net, an abundance of chrome accents and a Cadillac logo on the body, consumers saw only slightly more dressed-up versions of the Chevrolet Cavalier and Oldsmobile Firenza models. And while the model was marketed as "more for a lot of money", consumers saw it as "less for a lot of money."
Solving the problem of positioning, the company must choose the most adequate marketing tools for the adopted strategy - a mix. So, positioning based on " high level quality, "suggests that the manufacturer is focusing on providing proper product characteristics, setting higher prices, distributing products through high-profile dealers and advertising them in prestigious magazines.
Conclusion
So, the basis for successful positioning is the distinctive features of the product. Positioning is about taking advantage of the normal use of a product, not trying to change the way it is used.
Thus, we will display the "secrets" of successful positioning:
In the process of positioning, it is necessary, first of all, to build on the advantages of the product and (or) the weaknesses of competitors. At the same time, it makes sense to work out the weaknesses of the product in order to achieve strong positioning by turning them into product advantages;
Combining several distinctive features of your products at once;
Build your solutions on data marketing research;
Pay attention to the needs and wishes of your target customers;
If a competitor's product is very similar to yours, you need to find a significant difference that is not used by the competitor, which can become the basis for positioning;
Use the product name as often as possible;
Having adopted a positioning strategy, it is necessary to support and promote it in every possible way using all the available elements of the marketing mix;
The slogan should be as simple and short as possible.
List of used literature
1. Belyaev V.I. Marketing: fundamentals of theory and practice: textbook / V.I. Belyaev. - M .: KNORUS, 2005 .-- 672 p.
2. Pankrukhin A.P. Marketing: Textbook / A.P. Pankrukhin; Guild of Marketers. - 3rd ed. - M .: Omega-L, 2005 .-- 656 p.
3. F. Kotler Marketing Management - St. Petersburg; Peter, 2000
4.http: //rada.ru/rekl_pozc.html
5.http: // surin. marketolog. biz / positioning. htm
10.05.2016 |
Where do I go from here?
- Where do you want to go?
- And I do not care, just to get somewhere.
- Then it doesn't matter where to go. You will definitely get somewhere.
Lewis Carroll, Alice in Wonderland
In the face of fierce competition, increase sales and bring the business to new level it is possible only by remaining true to a clear, clearly defined direction of development and advancement. This article reveals the concept of "positioning", its role in creating and maintaining this direction.
What is positioning?
Positioning- designing and creating the most advantageous position for the brand in the minds of consumers in relation to the positions already taken by competitors.
Positioning target- differentiation in a competitive environment in order to attract consumers.
It is important to note that we are talking about the position in the mind of the consumer, about his subjective view of the product, and not about what place it occupies in reality. Perception is more important than reality.
Let's explain the term with an example. Let's say Company X manufactures dishwashing liquid. The stores have huge assortment such goods, and consumers have a question: how to distinguish them? And the manufacturers - what to focus on, how to be different? Which position to choose among competitors? When choosing a difference, you need:
Choose an aspect that is not occupied by competitors
At this stage, an analysis of competitors, their product range is carried out in order to identify their positions and differences from each other (for how to do this, see the article "Step-by-step instructions: how to analyze competitors?").
Let's say you find out that one competitor has a different dishwashing liquid. pleasant smell, the other - well removes grease from dishes, the third positions the product as Japanese organic chemistry etc. But there is not a single company on the market that produces hypoallergenic liquids, or, for example, liquid for washing baby dishes(or something else).
So we found free positions (it's better to find as many of them as possible). We made a list. What exactly should you choose?
Choose the aspect that is important to the audience
In his book Marketing at the Speed of Thought, Adrian Slivotsky notes that the modern economy has reversed the value chain, and if before it looked like:
that is, we asked questions in the following order:
- What assets does the company have?
- What products can be produced with these assets?
- What needs can be met with these products?
- Who is our consumer?
then today it looks like:
a order of questions:
- Who is our consumer?
- What needs does he have?
- What products can satisfy this need?
- What assets are needed for this?
Yes this is true. Today, supply exceeds demand, and it is necessary to take into account the wishes of the audience, its needs and requirements in order to cover the desired segment.
Consumers may not be interested in hypoallergenic liquids, as most people use gloves to wash dishes, but it may be important for them that one drop of soap quickly removes grease from dishes and that the detergent lasts for a long time. Depending on what exactly is important to the audience(and this is found out through research (surveys, focus groups, observation, etc.), the company chooses a specific parameter that will distinguish it from competitors.
From the above, it can be understood that positioning is based on the needs and requirements of the audience, taking into account the competitive advantages of the company, and is aimed at showing the product as the best (and relevant) way to satisfy this need. If the audience is chosen incorrectly, then the mistakes will follow the chain, which will have Negative influence for sales.
How to choose competitive advantages and build positioning?
Brand positioning is built through a combination points of parity ( TP, Points-of-parity, POPs) and points of differentiation ( TD, Points-of-difference, PODs).
Parity points- characteristics and benefits that are significant to consumers, which are already offered by competitors and should be present in any product in the category. For example, a new phone brand cannot differ in that it lacks a call function. Or a microwave - because it doesn't heat food. There are mandatory characteristics that a product must have in order to keep up with the competition.
Points of differentiation- characteristics and benefits that consumers clearly associate with a given brand, thanks to which they positively evaluate it and believe that this brand stands out for them in the product category (consumers believe that they will not find this in competing brands). That is, these are the properties that competitors do not have, in which the company differs from them or in which it is ahead of them.
How to identify points? You can see
How to formulate positioning?
The positioning formula is outwardly very simple. However, in order to insert into it the right words that both structure and collect the concept into a single complex, a lot of analytical work is needed.
The classic formula is as follows:
"Product X offers peopleYhelp / benefitZ», which determines that represents a brand as a product, to whom it is meant what (what benefit) offers.
For… (short description CA, 3-5 words) brand ...(brand name) - this is…(brand category), which the… (key advantage brand), because…(the confirmation).
For example. For visually impaired women, Acuvue contact lenses are available with increased content oxygen. The basis for trust is a unique manufacturing technology that makes the lenses breathable and prevents them from drying out for 12 hours.
This description should be included in the marketing concept of the company, in internal documents, and it should be conveyed to the market using various types of communications (which do not repeat words and a formula, but convey the essence of positioning and maintain the unity of positioning with the marketing concept).
How can incorrect positioning affect sales? The history of the Sony Walkman 
In 1979. in Japan Sony released portable audio players Walkman, believing that such a low-profit, but innovative product should be liked adolescents... However, it soon turned out that large-sized tape recorders continued to be in demand among the selected audience, and consumers were not at all interested in portable Walkman players, which continued to gather dust on store shelves. The engineers and marketers were deeply disappointed that the product did not live up to expectations.
However, the Walkman suddenly discovered young businessmen. Their days were so busy that there was no time to listen to Bach on the way to business meetings or Vivaldi on the run, and the Sony Walkman turned out to be the perfect device that could fit in a diplomat or a business suit pocket and let you listen to music anywhere. So new product began to enjoy success among the "white collar" around the world.
This example shows how choosing the right audience and the right position can affect sales.
Positioning levels
The level of positioning largely depends on what USP the company offers.
Term USP (Unique Selling Proposition, USP) suggests that the company's proposal should be: a) interesting to the buyer, b) unique, c) commercially articulated. If a company really has a unique product / service / technology, then positioning, as a rule, is built at this level (the market is told about the uniqueness of a particular product / service / technology).
The USP concept is morally outdated and can hardly be in demand in our time: “Nothing really unique exists anymore” (© M. Lindstrom). Has come to replace ETP (emotional selling proposition, ESP) when the difference trade marks from each other is built solely on the basis of the emotional attachment of consumers to the brand. Here, positioning creates emotions in the consumer, linking them to brand acquisition.
Next level - OTP (organizational selling proposition (OSP) when “it is the philosophy of a company or organization that becomes the hallmark that distinguishes a brand from a number of other trademarks” (© M. Lindstrom). Here, positioning is built on the basis of the mission, the values of the company, the catThey clearly distinguish it from competitors.
Fourth level - BSP (brand selling proposition, BSP), when the brand becomes for the consumer a more compelling argument in favor of the purchase than the consumer qualities of the product. At this stage, brand - trade proposal - positioning is expressed in the brand name and conveys the entire concept / religion of the company to the consumer.
It is not difficult to choose a positioning, it is much more difficult (and more important) to correctly convey it to the market.
Today, the information chaos in marketing is increasing, and if earlier one slogan could lead a brand for a long time, today, after the creation of content, the slogan (brand information) falls into the hands of users and begins to be modified / distorted. Further it is difficult to control it. However, you can think one step ahead, anticipate what content will potentially turn into what, and build communications in this vein.
The most important thing is to adhere to unity in communications: it is very important that they all proceed from the positioning and marketing concept of the company and do not contradict each other.
Related article:
Marketing manager
In this article, we will consider 8 universal ways of positioning a product on the market based on world practice. Each described type of product positioning has its own positioning criteria and conditions of use. Try each of the models we describe to apply to your industry. Determine which positioning method your main competitors are using and find a free market niche for your product.
1. Against the product category
Positioning against the product category strengthens the position of the company's product at the expense of the category from which it is planned to win market share. This positioning option is most effective if the company has an absolute innovation for the market, with the help of which the company is able to create a new niche attractive for the target audience within the existing market.
When developing positioning against a category, you need to answer 3 questions:
- How does the company's product differ from existing market products?
- Is the product capable of creating a new sub-category in the market?
- Is the product differentiation based on benefits that are important to the consumer?
A classic example of positioning versus product category is positioning light beer versus regular beer. The idea of light beer was based on important benefits for the consumer - fewer calories, less alcohol, more pleasant taste.
Positioning against the product category will be effective if the company really has an innovative solution to the use of the product, if new technologies are used in the production of the product and the product itself is endowed with unique properties, and the company has the opportunity to protect its advantage with a patent.
2. Solving the problem
One of the most strong species positioning, as the desire to solve a problem is the strongest motive for making a purchase. This type of positioning is based on the principle: “problem - solution” and answers the question “What problem of the target market can the company's product solve? How? Why is this method the most effective? "
A common approach to positioning in the market of medicines, financial services and information technologies... Often companies using problem-solution positioning reinforce the need for a product by exploiting the emotional benefits of a purchase (eg, benefit in support and understanding, benefit in reduced fear and anxiety); and also involve recognized experts in the promotion of their product to increase the perceived effectiveness of the brand.
Examples of positioning based on problem solving:
- Diaper Genie brand - positioned the product as a solution to the problem of odor from baby diapers. Was a disposable diaper recycling system that guaranteed and provided complete elimination the smell of the diapers used.
- Any medications position themselves as an effective solution to any problem. For example, Solpadeine - against pain and spasms - hits right on target.
- Domestos - kills all known microbes, on the spot
There are several conditions for the effective use of positioning aimed at solving a consumer problem. First, the problem must exist and the target market must be willing to solve it. Secondly, the product must be highly effective in solving the problem and have all the necessary evidence of its effectiveness (so as not to mislead the consumer). Thirdly, the company must have a plan for the continuous development and strengthening of the competitiveness of such a product.
When several companies use problem-solution positioning on the market at once, additional product differentiation is required, which may consist in different levels prices (expensive, cheap); distinctive properties of the product (natural, chemical); speed of solving the problem, etc.
3. Associative method
Using the associative positioning method, a company associates its product with a specific person, place, thing, situation or image. The associative method is often referred to as emotional or image-based product positioning. This method of product positioning is effective when the company's product does not clearly distinguish itself from other products on the market and is sufficiently standardized. The associative method helps the consumer to better remember the product, to give the product the required image by creating a vivid image, to emphasize one or several characteristics.
A classic example of associative positioning is the cowboy positioning of Marlboro cigarettes. Due to the fact that there is really minimal difference between cigarettes, the image of the tough cowboy from the Wild West has allowed to give Marlboro cigarettes a strong character, ensuring leadership in the market for strong cigarettes.
4. Against a specific competitor
Using this positioning criterion, the company opposes itself to a competitor from which it plans to take away market share. The strategy is based on providing the target consumer with a worthy alternative, it is built on the unmet desires of consumers buying a competitive product, and exploits the competitor's weaknesses. This positioning strategy is often used against the market leader and is typical for # 2 companies in the market. Sometimes it can lead to a change in the market leader.
Questions to answer when choosing a positioning strategy against a competitor:
- Does your company have sufficient resources to compete?
- Does the company's product have the best characteristics than a competitor's product?
- Is the company ready to invest at a comparable level with the competitor in product promotion to convey distinctive characteristics?
5. According to the method of using the product
Positioning according to the method of product use answers the question "How and when should the company's product be used by the target consumer?" This positioning strategy allows a company's product to be tied to a specific use situation. At correct use With such a strategy, the consumer, when he finds himself in a necessary situation, will always remember the company's product and strive to buy it.
Situation-based positioning strategies are often used to differentiate niche products that lack the ability to compete with market leaders. It is ideal for small companies, as it allows you to firmly occupy a free market niche and become a leader in it.
Examples of product positioning by situation of use:
- Coors: A youth-friendly beer brand marketed as "party beer with which the time passes."
- Michelob: A beer brand that markets itself as “weekend beer” using the slogan “Weekend was created for Michelob.
- Positioning hot chocolate as an essential warm drink before bedtime, without which it is difficult to fall asleep.
- Positioning champagne as a drink for holidays and significant celebrations
Using this positioning model, a company must track changes in consumer behavior in the purchase and use of a product in great detail. A situation may arise when the method of using the product, which is the basis for positioning, becomes outdated and irrelevant.
6. By type of target audience
The center of the customer-type positioning strategy is a unique, distinct, distinct group of consumers. Such a group of consumers has special preferences and requirements for the quality of the product, and very often has a completely different model of behavior in the purchase and use of the product. The strategy is recommended when working with narrow, niche markets; ideal for small companies and goods with specific properties.
Before you start positioning a product aimed at a specific group of consumers, you should ask yourself 3 test questions:
- Is it possible to single out a separate group on the market, distinguished by special requirements for the characteristics of the goods?
- How large and sustainable is this group over the long term?
- What are the specific characteristics of the company's product that can attract these consumers?
The strategy of positioning by the type of target audience is based on the desire of consumers to stand out, to show society that they belong to a certain class of people, to correspond to certain images and ideals (for example, young adolescents want to become part of a popular youth movement; young mothers want to become the best and caring mothers; people, engaged in specific sports want to demonstrate their hobby and achievements in it).
When using this positioning strategy, do not be afraid to use the phrases "for those who ..", "especially for .."; as well as images that clearly convey the character of the target group. An obligatory component of the marketing plan should be a program to create the required image and a plan for meaningful product differentiation.
Examples of positioning based on consumer type:
- Virginia Slims has positioned cigarettes specifically for women
- Nike uses this kind of positioning to create a specific athletic shoe for each sport.
7. By main benefit
Product benefit positioning describes the result that a consumer gets when buying a product. This positioning answers the question "What benefits will the consumer benefit from buying and using a product?" This positioning strategy should be based on a truly meaningful product purchase benefit. The strategy can be built both on emotional (joining the group, self-realization, self-affirmation, etc.) and on rational benefits.
The strategy should be used with extreme caution in high-tech markets and in industries subject to rapid change. Also, the strategy loses its relevance in highly competitive markets, in which all benefits are either quickly copied and cease to be relevant, or all are already used to promote existing products.
The next step in this positioning model is to become the best product on the market for delivering the value you want.
- Crest positioned its toothpaste with fluoride (product characteristic), as a toothpaste that helps to effectively fight the destruction of tooth enamel (benefit). The key characteristic of this positioning is the offered benefit to the consumer: buying this paste - your enamel will be protected from destruction. It is this benefit that the consumer acquired by purchasing the product.
- The private clinic used the following positioning: Together, as partners, guarding your health. (eng.Together, partners in your good health). The benefit offered to the consumer is a partnership between a doctor and a doctor, mutual understanding and respect in the treatment process, and not a doctor's dictatorship (as in many other private clinics).
- Culligan positioned the water as the tastiest (benefit) and the taste emphasized the purity of the water (characteristic).
8. By distinctive characteristics
This positioning approach is often referred to as "functional positioning" or "attribute positioning". The most common positioning strategy: allows you to focus the consumer's attention on the distinctive properties of the brand, which favorably distinguishes it from competitors. Forms the superiority of the company's product in any particular area. Positioning by distinctive characteristics product answers the question “What significant differences does the company's product have? How does it differ from other products on the market? Does the product have unique property which makes it individual and special? "
When using a positioning strategy based on the distinctive characteristics of a product, do not be afraid to use the expression “unlike all other products on the market, our product is….”. Be sure to patent and by all means protect from copying the distinctive properties of the product.
In the long run, successful distinctive features will still be copied, so immediately plan for product enhancements that will keep you one step ahead of your key competitors.
Examples of positioning by distinctive product characteristics:
- Pilsbury: Successfully positioned its consumer product, flour for baking, as “flour with ideas,” by incorporating recipes into each package of the product. This property differentiated a fairly ordinary standardized product from competitors' products, Pilsbury provided its consumers with the opportunity to update and improve their dishes.
- Famous Fixtures: (a company that manufactures and installs shop fixtures for retail chains) has successfully positioned itself as the top retail shop fixture company since it was created by a retailer itself. This positioning increased confidence in the company and formed the company's proximity to the retail market. The positioning was as follows: Famous Fixtures - retailer owned, retailer built, retailer tested.
- Ready Crisp Bacon: marketed as Tasty beacon without the mess, due to the fact that it had already been cooked it did not take much time to cook. It was enough to reheat the bacon in the microwave, Ready Crisp Bacon gave its consumers the convenience of using the product.
Material provided by the resource powerbranding.ru
