Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Look up keyword
Like this
3Activity
0 of .
Results for:
No results containing your search query
P. 1
If you are confused about the concept of “Positioning”

If you are confused about the concept of “Positioning”

Ratings: (0)|Views: 519|Likes:
Published by revoheaven
 The author is an experienced brand consultant, who has many years’ experience in brand planning, marketing strategies and integration of communication planning and implementation.
 Once worked as senior manager in multi-national and local companies in marketing consulting and integrating communications fields, experienced in strategic planning. He formerly worked for CNC and was responsible for brand management.
 Providing brand strategies, communication strategies and implementation and training service for many international and local clients. The brands include: FAW-Volkswagen, Jetta Cars, 263 Internet Communications, Dangdang.com, Aucma Air-conditioner, FAW Toyota, Tour in Sichuan, CNC, LG, Beijing Yanli Food, and more.
 He constantly ponders and develops professional settlement methods in marketing, branding and communication fields, etc. Lots of articles have been published in professional media such as International Advertising, AD PANORAMA, Advertising Pointer, China Marketing Communication Website (EMKT) and so on.
 You are welcome to discuss your ideas and express your opinions with the author.
Tel: 13901385424 E-mail: lei.sun@revobranding.com
 The author is an experienced brand consultant, who has many years’ experience in brand planning, marketing strategies and integration of communication planning and implementation.
 Once worked as senior manager in multi-national and local companies in marketing consulting and integrating communications fields, experienced in strategic planning. He formerly worked for CNC and was responsible for brand management.
 Providing brand strategies, communication strategies and implementation and training service for many international and local clients. The brands include: FAW-Volkswagen, Jetta Cars, 263 Internet Communications, Dangdang.com, Aucma Air-conditioner, FAW Toyota, Tour in Sichuan, CNC, LG, Beijing Yanli Food, and more.
 He constantly ponders and develops professional settlement methods in marketing, branding and communication fields, etc. Lots of articles have been published in professional media such as International Advertising, AD PANORAMA, Advertising Pointer, China Marketing Communication Website (EMKT) and so on.
 You are welcome to discuss your ideas and express your opinions with the author.
Tel: 13901385424 E-mail: lei.sun@revobranding.com

More info:

Categories:Types, School Work
Published by: revoheaven on Mar 30, 2009
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as DOC, PDF, TXT or read online from Scribd
See more
See less

07/18/2010

pdf

text

original

 
If You Are Confused About the Concept of “Positioning”
(First published in
Modern Weekly,
Business version, Brand Thinking)
The author is an experienced brand consultant, who has manyyears’ experience in brand planning, marketing strategies andintegration of communication planning and implementation.
Once worked as senior manager in multi-national and localcompanies in marketing consulting and integratingcommunications fields, experienced in strategic planning. Heformerly worked for CNC and was responsible for brandmanagement.
Providing brand strategies, communication strategies andimplementation and training service for many international andlocal clients. The brands include: FAW-Volkswagen, Jetta Cars,263 Internet Communications, Dangdang Website, Aucma Air-conditioner, FAW Toyota, Tour in Sichuan, CNC, LG, Beijing YanliFood, and more.
He constantly ponders and develops professional settlementmethods in marketing, branding and communication fields, etc.Lots of articles have been published in professional media suchas
International Advertising, AD PANORAMA, Advertising Pointer, China Marketing Communication Website (EMKT)
andso on
.
You are welcome to discuss your ideas and express youopinions with the author.Tel: 13901385424 E-mail: lei.sun@revobranding.com
The Surface Meanings of “Positioning”
“This health care product lost the market share because it didn’t find the correctposition and failed to win the consumers’ favor.”“Working in the office, you should know your position clearly to win the praise of your colleagues and get a promotion.”
 
“This company positioned itself to be a third-party hotel which only provides topgrade services and thus got remarkable profits over time.”The definition of “positioning” is accepted and used widely. However, if we do asample survey of business managers and marketing personnel, and people workingin market consulting services and the advertising industry for their understanding of "positioning ", I believe you will get a variety of answers. It seems that even manyprofessional people, just simply accepted and memorized the term "positioning", anduse it in some specific situations! Few people truly consider "positioning" as a tooland how to put it in to practice.
 
If "positioning" is indeed effective, at least we need to understand the concept,master the methods, and put theories into practice. We can not just purely discussabout what "positioning" is and treat it as a fashionable term to enrich our vocabulary.Now, let’s look into "positioning".
 
Different “positioning”
 Advertising Age
, an authoritative advertising magazine in the United States,published
Positioning Era
in 1972 written by Al Ries and Jack Trout, which declaredthe birth of “positioning”.Al Ries and Jack Trout thought that "positioning" is a method of occupying a marketposition in the minds of the target audiences. Therefore, they use the presentcontinuous tense "Positioning" to express the process. Any country, company,organization, individual, product or service could use this method to “occupy” a
 
position in the minds of consumers.The "positioning" that Al Ries and Jack Trout mentioned actually refers to in-depth study of the target audience from the perspective of the audience themselvesin order to choose information to distribute effectively and guarantee a means for consistent communications. This will create a method which impresses consumersand gets them memorize the company in a certain way. Using common language toexpress these ideas we can name it: the “what to say” approach.The principle of positioning brought forward a new era. With this concept widelyknown and accepted by the mass, marketing experts also tried to connect thisprinciple with the existing marketing theory systems. Thus, we have the classic "S-T-P" steps, S stands for segmentation; T for targeting and P for positioning which issomething that occupies a certain place in the minds of the consumers with itsunique designs in supplies. (Philip Kolter,
Marketing Management 
 
10 
th
edition
).Please note that "positioning" here has surpassed its original meaning, it is not just ameans of communication, but also holds meaning of “unique design in supply." Inother words, the meaning of "positioning" lies in how to design the products, how toprice them and what special services should be provided. Obviously, providinguniqueness in supply has actually become the key work of marketing! Therefore,"positioning" changed from a means of communication to the core point of marketing.Marketing experts have completely accepted the term "positioning" and admits thepositive influence of adding "positioning" to Marketing Theories, and thus, itsmeaning have been enriched. Frankly speaking, from the perspective of marketingexperts, "positioning" is not just matter of "what we should say"; it has become "whatwe should sell".

Activity (3)

You've already reviewed this. Edit your review.
1 thousand reads
1 hundred reads
IonCodrin liked this

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->