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THE POSITIONING
Marketing is a battle of perceptions, not products.
Positioning implies the position or space that the product occupies in the mind of the customer with respect to his ideal of the product, understood from the point of view of the distinctive characteristic of a good, as perceived by the customer, with respect to other goods that satisfy the same need.
Therefore, positioning includes the set of decisions and activities that aim to create and maintain a certain concept of the product in the minds of customers.
11 elements that the product can include to characterize and differentiate itself:
General attributes
Customer Category
Direct or indirect comparison with a competitor
Sponsorship of opinion leaders
Insights
Useful tools
How to Make Your Products Unique and Beat the Competition in 3 Steps
Are the attributes I chose to position the product really important to my target customers?
Are my potential customers divided into groups with different preferences regarding my product attributes?
Is the product able to deliver on the promises that will be conveyed with the communication plan?
Positioning maps (or perceptual maps)
Depending on the choice of axes, maps can take different forms. They summarize customer perceptions of product/brand characteristics and differences/similarities with respect to competitors.
VARIABLE 1
› quality
› versatility
› availability
› quality of services
> image
› accessibility
> price
> price
> price
> price
› notoriety
› convenience
VARIABLE 1
› innovation
› experimental
› luxury
› informal
› tradition
› traditional
› economy
› formal
Successful Positioning or (Re)Positioning: RedBull’s Energy Drink
In 1987, a market research on the perception of the drink highlighted that it was not recognized by the public: neither by the taste, nor by the logo, nor by the name.
Project Features
Red Bull gives you wiiings.
The project, 40 years later
Today, Red Bull is distributed in 171 countries around the world, with approximately 7.5 billion cans sold annually.
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