Strategic Marketing Basics

Positioning consists in giving a brand, company name or value proposition a distinctive place in the mind and heart of the target customers. The objective is to gain "mindshare" and "heartshare". This place should be different from those of the competitors.

 

In order to do position your offer, you need first to choose a clear value attractive proposition and make your customers relate to it emotionally and rationally.  It should mean something to them !

 

An effective positioning idea will help bring coherence to the company’s marketing projects, programmes & initiatives. It will give the direction for product development, influence pricing and lead all communication plans and actions. Moreover, if communicated internally, it will generally give a sense of direction to the employees and strengthen the staff's mobilization.

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A good positioning concept should be:

 

• consistent with the company mission, strategy and know how

• consistent with target clients needs, wants, behaviors and personnalities  ?

• easy to communicate                                                                                                                                  

• different from competitors 

• long term sustainable