For a business, having a coherent marketing positioning is essential. This is what sets you apart from the competition. The more your business is different from others, the greater your chances of standing out.
What is positioning?
Positioning is the set of actions that give offers to a credible position in a market. The goal: to showcase your brand, your products or your services, so that they stand out from the competition with your customers.
Marketing positioning is defined according to two criteria:
- The target , ie the consumer.
The way they perceive your offer must correspond to the one you want to convey. To do this, it is a matter of fully understanding what type of consumer you are addressing, in order to have a coherent marketing positioning.You must therefore pay attention to the consumer, that is to say understand their expectations, and take them into account by proposing a suitable solution .
- Competition , that is, differentiation
It is about placing your company, its products and services, as well as your competitors on a positioning map . This will allow you to find a unique positioning. Know how to create your competitive advantage .An example here, for the automotive sector:
How to apply the chosen differentiation?
Here are the good questions to ask yourself to achieve effective marketing positioning:
- Define a goal : what position do you want to occupy in your market?
- What steps do you need to take to reach your goal? And what deadline ?
- Do you currently have the means to achieve your goal?
- What marketing and sales strategy to implement? Through what channels and with what budget?
- Does this objective require a rethinking of your company’s overall strategy ?
Marketing plan and 4P
Once your marketing positioning has been determined , you must adapt it to the target consumer. For this, we set up a marketing plan.
The marketing plan is the set of decisions and marketing actions put in place to allow the success of a product or service in a market.
To adapt it, here is its implementation:
- Price : Quality (characteristics, ranges), Brands (which manufacturers? Which distributors?),
- Product : Price (to be determined according to the market, demand and costs), Discounts (when?), Terms of payment, etc.
- Promotion (Communication): Advertising (by what media?), Sales promotion (by what means?)
- Place (Distribution): Distribution channels, Catchment area, …
Marketing positioning is both a simple and useful tool, an essential step on the road to success.
It’s up to you and if you want to be accompanied, know that we have implemented a solution that will allow you to clarify your marketing positioning. You will also be supported to manage your communication on the internet yourself.