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market niche to fill Positioning helps establish your product's or service's identity within the eyes of the purchaser. A company's positioning strategy is affected by a number of variables related to customers' motivations and requirements, as well as by its competitors' actions. Before you position your product or service, you should answer the following strategic questions about your market and your products or services:
What's your customer really buying from you? Remember that McDonald's isn't just selling burgers and fries. It sells fast food that tastes the same, no matter when or where it's ordered, in an environment that's clean and friendly to families. How's your product or service different from those of your competitors? A cheeseburger is a cheeseburger, you may think. But look how McDonald's, Burger King and Wendy's differentiate their fast food. They offer different side dishes (onion rings at Burger King, french-fried potatoes at McDonald's), different toys with kids' meals (a big incentive for the under-age-10 set), and different ways of cooking their burgers (Burger King's are broiled, McDonald's, grilled). What makes your product or service unique? In New England, McDonald's is the only fast-food chain to offer lobster rolls (a lobster salad sandwich served in a grilled hot-dog roll) in the summer.
Once you've answered these strategic questions based on your market research, you can then begin to develop a positioning strategy for your business plan. A positioning statement for a business plan doesn't have to be long or elaborate, but it does need to point out who your target market is, how you'll reach them, what they're really buying from you, who your competitors are, and what your USP (unique selling proposition) is. Remember, the right image packs a powerful marketing punch. To make it work for you, follow these steps:
Create a positioning statement for your company. In one or two sentences, describe what distingu
Brand Position :
Brand Position Quality service Promoter of Indian values Value for money Friendly and comfortable"Positioning" is dead, and McDonald's has just put up the tombstone. But what is really interesting for branding is what is taking its place. The signs of "positioning's" demise are everywhere. The number of branding failures, many based on "positioning," exceeds 90%, according to the consultancies Ernst & Young and McKinsey & Co. McDonald's, the premier mass market branding giant, announced that it has abandoned positioning. Says Larry Light, McDonald's chief global marketing officer: "Identifying one brand position, communicating it in a repetitive manner is old-fashioned, out of date, out of touch." Even more bluntly, Light highlights "the end of brand positioning as we
customers seek to buy. While that is definitely eyebrow-raising." illustrated how consumers now buy based on research and personal value. ROMO (return-on-marketing-objective). In addition to the fact that it now extremely difficult to establish a meaningful category in a highly competitive world. unfortunately." The best epitaph for the death of positioning was written in the April 2 issue of the Economist. But now. The cover story. etc. but the tactic is doomed to failure in. a customer-driven world. this inability to incorporate measurements did not matter. the mass economy ruled. Such posturing worked well in the mass economy. For a long time. yet cannot generate the metrics to justify those expenditures. That fatal flaw? A lack of measurement. isn't. whether it takes the form of customer equity. then "positioning" advises creating a category where you can play top dog. "the old ways of marketing are not working any more. Any measurement besides total sales was too hard..and how . "Positioning" has other defects as well. "Awareness and "position" just don't cut it anymore in executive suites." says Mike George. mind share. Armed with the monolithic power of the mass media." Jack Trout and Al Ries even turned marketing away from the benchmarks that drive the rest of business by stating "mind share is more important than market share. too rudimentary or too late.") instead of determining what . If those spaces are occupied by competitors. Despite its importance.know it. not on companies seek to "position" their products. "I am constantly amazed at the confidence level and sophistication of the average consumer. according to the technology-based CMO Council." Even a top executive at advertising giant Leo Burnett is willing to stand before his CEO peers and admit. retention rates or any other spreadsheet-driven metric. Dell's chief marketing officer. "positioning" had a fatal flaw in its DNA that made its death inevitable. ROMI (returnon-marketing-investment). In their landmark book "Positioning. The research consultancy Forrester recently reported that companies are looking at disbanding marketing departments and distributing its function among sales. companies could "position" mass-produced products to mass markets. The exercise is a company-driven process that reflects how companies wish to sell ("the leading provider of ." Market share is generally measurable. The result of focusing on "positioning" instead of measurability is having an unfortunate impact. From the beginning. it also means that your branding strategy is . fewer than 20% of companies surveyed have developed meaningful metrics for their marketing organizations. measurement is critical." calling it "marketing suicide. it's a logical outcome for a function that represents the second biggest outlay for most companies. customer service. as the Economist pointed out. entitled "Power at Last. Another weakness is "positioning's" commandment to seek the #1 or #2 space in a category. cash-to-order cycles. In 1979.. Over 80% of the companies surveyed expressed dissatisfaction with their ability to benchmark their marketing programs' business impact and value. when the book "Positioning" was first published.
emotional or experiential value. Instead of seeking to unilaterally "position" their products. it is a customer-driven. Finally. "Positioning" advocates are apoplectic at such apostasy. but unless there is essentially a customer-driven consensus on the brand"s wiki. then the "positioning" is no more than corporate posturing. Brand wikization has numerous advantages over "positioning." First. highly competitive world where deeper relationships ultimately mean greater profits. brands today are collectively defined by their customers. what has taken its place? McDonald's advocates "brand journalism. wikis." McDonald's is definitely on the right track with "brand journalism. Branding must be driven by your customer demands for value. companies focused on branding today must devote resources to defining. In much the same way. word-of-mouth. While blogs reflect one person's worldview. A better term for this customer-driven strategy that reflects today's branding realities is "brand wikization. who is still echoing the precepts in her father's 25-year-old book." or tailoring products and messages to both targets and media. and most important. "The notion that McDonald's should abandon the positioning philosophy and instead adopt a brand journalism approach is lunacy. a leading brand consultancy in southeast . but on what thousands or even millions of people agree on what they are. not by the market timing of competitors. Based on personal or business requirements for economic." Born from the Internet's ability to link an archipelago of people and information. Definitions depend not on what Funk or Wagnall or Webster say they should be. wikization forces companies to respond to customer requirements. strategy. Nick Wreden is a managing director of FusionBrand. delivering. or risk their brand. wikis are the mirror-image of blogs. then you can measure how you are delivering against those benchmarks for accountability. research and multiple marketing tactics. not a corporate-driven. this wiki-based definition derives from personal experiences. reflect a common judgment on an issue. measuring and sustaining the value that customers feel they receive. but the "position" means nothing if callers are put on hold for eternities. If you know what customers value (or how they hold you accountable). Second. written collaboratively by contributors from all over the world. Lunacy? The abandonment of "positioning" and adoption of brand journalism has played a large part in the burger giant's remarkable turnaround recently." but the term is awkward for several reasons. So how can companies adapt to the realities of the customer economy and wikize their brands? Stay tuned for the next commentary. wikization is measurable by a variety of metrics. ideal in a highly-fragmented." says Laura Reiss. Companies can "position" themselves as anything. So if "positioning" has faded into mass-economy history. By recognizing that it is better served by adapting itself to customer requirements instead of preaching a "position. Companies can "position" themselves as customer-centric or leading providers or whatever.being driven by your competitors.
" Contact Nick at firstname.lastname@example.org. www. Accountability and Sustainability of Brands. His latest book is "ProfitBrand: How to Increase the Profitability.com y .com.Asia.
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