In the field of marketing, positioning is illustrated as the marketing activity and process which is designated to identify a market problem or opportunity, and come with a solution according to the market research, segmentation and underpinning data. In the business, positioning refers to a process that is motivated to meet the business objectives.
- Strategies are developed in a specific way with tactical development phases with the intent to achieve the goal of business and organizations, like increasing sales volume, reaching goals in advertising and brand recognition.
- This is an initiative taken by an organization or firm in order to influence their target audience perception of a brand or product. The prior purpose is to make a good impression on the audience a clear and unique and adventurous position in consumer’s mind.
Books on Positioning
Book 1 –
The Marketing Plan: How to Prepare and Implement it By William M. Luther (published by AMACOM Div American Mgmt Assn, 2011)
Book 2 –
Marketing Management By M. C. Cant, J. W. Strydom, C. J. Jooste, P. J. du Plessis (published by Juta and Company Ltd, 2009)
How Positioning works?
- For example, Secret deodorant makers have marketed a fragrance only for women, this can be considered as they will lose the market among the men, but at the same time it has the possibility to increase overall market share by influencing more women to buy this unique and brand rather than other brands. This is called specific demographic.
- In low price strategy, there are companies, who position themselves in market by selling the products in low price, at the same time they many decrease the quality of product, for example, firm in restaurant business spending less in decoration, in fast food chain, you will get a sandwich, side and drink for less than $5.
- In high price distribution strategy, there are companies and firm which sell their services in high prices in order to cater an impression of perceived value.
- In distribution strategy, there are tennis and golf equipment manufacturers sell their products only in pro shops and specialty stores in order to create more desires for the consumers.
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