Positioning Marketing

What is Positioning?

Positioning was first referred by Two US marketing experts  AL Rise and Jack Trout.In 1981,they Joint authorship a book called “Positionning Marketing Strategies”.

Youngme Moon published an article in the “Harvard Business Review”.Basing on Positioning Marketing,he proposed using three kinds of unexpected ways to locate and re-positioning, or inverse orientation (Reverse Positioning), isolated location ( Breakaway Positioning), and hidden positioning (Stealth Positioning).

Five aspects of Positioning Marketing

Consumer orientation: Looking for the special needs of the consumer or demand differences, and continue to meet:

A key point of marketing orientation was based on consumer psychology and consumer purchasing motivation to find the different purchasing difference.the factors which can influence Psychological needs of the customers and the purchase of that motivated are following:

1. the value of consumer psychology, that is, the product or service to meet their fame, poweror other psychological needs.

2.The standard psychology of consumer:That is,The acceptance way should be complied with the ethical code of conduct.

3.mental habits of consumers,That is,can meet the daily behavior of customers, consumer habits.

4.Consumer identified psychology.That is the psychological of Highlight  status or position.

5.Consumer emotion psychology.That is the psychology which can influence consumers emotion decides.

Product positioning process

Generally, the product positioning process involves:

1. Defining the market in which the product or brand will compete (who the relevant buyers are)
2. Identifying the attributes (also called dimensions) that define the product ‘space’
3. Collecting information from a sample of customers about their perceptions of each product on the relevant attributes
4. Determine each product’s share of mind
5. Determine each product’s current location in the product space
6. Determine the target market’s preferred combination of attributes (referred to as an ideal vector)
7. Examine the fit between:
   • The position of your product
   • The position of the ideal vector
8. Position.

The process is similar for positioning your company’s services. Services, however, don’t have the physical attributes of products – that is, we can’t feel them or touch them or show nice product pictures. So you need to ask first your customers and then yourself, what value do clients get from my services? How are they better off from doing business with me? Also ask: is there a characteristic that makes my services different?

Write out the value customers derive and the attributes your services offer to create the first draft of your positioning. Test it on people who don’t really know what you do or what you sell, watch their facial expressions and listen for their response. When they want to know more because you’ve piqued their interest and started a conversation, you’ll know you’re on the right track.