Positioning Strategy
Positioning strategy is one of the most important advertising strategies to consider. For the product or brand to be effectively positioned within the consumer’s mind, extensive research into the target audience, market dynamics and the competition’s advertising activity needs to take place. A successful positioning strategy will situate the product in the mind of the consumer when it comes to purchase time.
- Want to create a niche positioning within your consumers mind?
- Need industry professionals to create a strong positioning strategy?
- Looking to compete against the bigger fish in your industry?
- Ready to develop a unique brand, and long-term business growth?
- CONTACT SOS Development to enquire about a personalised postioning strategyfor your business
Generally speaking, once the brand occupies a position within the consumers mind, it isn’t going anywhere. Positioning strategy deals with consumer decisions at purchase point. Especially when it comes to low involvement products, meaning products that don’t cost much and consumers will buy with little emotional investment (e.g. toothpaste or toilet paper), the position your product takes in the mind of your target audience can influence a purchase.
A perfect example is that of Coke vs. Pepsi. Only those with heightened taste bud senses could truly interpret the difference in taste, yet Coke has undoubtedly managed to stay in front in turns of distribution, sales and consumer preference. This is not due to taste, but the superior positioning of Coke over Pepsi. Consumer behaviour is broken down into a science, and there is a logical reason as to why some brands are preferred to others. Positioning theory addresses such factors that influence purchase decision.
Positions within the mind are the attributes consumers associate with different brands within a product category. Criteria such as price, quality, service, convenience, time, and relevance are all attributes consumers associate to brands within a category. A product positioning strategy claims a niche within a consumers mind, so that when that attribute is most pertinent to a consumer, the product is purchased. If a consumer is looking for a cheap vacuum cleaner that works, the brand that has positioned itself as the ‘cheap vacuum cleaner that works’ will spring to mind for an individual.
Brand position strategy relies on creating a perception, not just a product truth. Your product may not be the highest quality in the product category, but you can still claim that position in the targets mind through effective marketing positioning strategy.
So find out what position you would like to take your product, by studying what your target audience needs. Whether it’s quality, low price, convenience or something they can relate to, claim that niche through something like an online marketing strategy or some advertising techniques before your competition.
To find out more about develop a positioning strategy, visit our website at www.sosdevelopment.com.au