Position Analysis And Strategy
An average customer sees between 3,000 and 2,000 marketing messages per day depending on what you regard as exposure, says market research firm Yankelovich. That tells you that there is a high number for anyone label, logo, or slogan to beat and leave a significant impression on the customer.
The feeling is that the business is excessively message-heavy and over-communicated and so most or all do not have any impact at all. Marketing positioning strategy tries to create branding plan or process that works on symbolic levels of consumer consciousness. So meaning and associations -- even those of individual words -- matter a lot in this focus.
Built on business data, the market positioning strategy targets at composing precise words that strike differentiations, distinction and similarity aspects of the business to the core, and unify them in the brand narrative. In the end, the strategy seeks to solidify the company identity, products, and services uniquely in the minds of the target audience. It, therefore, follows positioning analysis.
In other words, positioning analysis leads to a strategy that helps a company to set itself apart from the crowd and influence how the target audience perceives it.
The idea of market positioning strategy was first introduced in a paper published by Jack Trout in Industrial Marketing Magazine in 1969. Today, a business can leverage guidance on market positioning to create an influential positioning strategy that results in real profits and business growth. That applies to any company, business owner, entrepreneur, or corporate executive. Of course, everyone has the option of opting out and letting things happen organically.
Even if you opted out of the position analysis, your business will occupy some market position as long as it exists and it is an opportunity to take full control of that position to your advantage.
The guide identifies steps that the strategy follows, for instance drafting the positioning statement, comparing and contrasting to identify business uniqueness, and competitor analysis, just to mention a few. It also tells how you can proceed and determine the right positioning for the business.