Positioning has always been an important element of setting up a business. However, the principles of this idea have gotten lost over the years, and the time is ripe to bring the concept back. Your success as a business depends on how well you are positioned to be found. Product positioning creates an image of the company’s products in the mind of consumers, highlighting the most important benefits that differentiate the product from similar products in the market. Product positioning improves competitive strength of a company. Once the product is positioned successfully doesn’t mean the task of manager is over. TOS 7. Visit her on LinkedIn. On the other side of the coin, what competitors are stating they aren’t focused on the customer? 7-UP’s Uncola campaign serves as a particularly blunt and effective example of positioning, as it capitalizes on the obvious, non-cola nature of 7-UP. Positioning defines where your product (item or service) stands in relation to others offering similar products and services in the marketplace as well as the mind of the consumer. By having a clear positioning strategy, marketing messaging gains more impact through relevance, resonance, and most importantly, recognition. It makes the brand stand out in the market as well as in the customer’s mind with the unique selling proposition and the str… When a company changes qualities and/or features of the existing products, such improvements can be positioned against products offered by the competitors. Now, positioning isn’t lost at a product level, where product management teams are perpetually seeking new ways to differentiate their offering with new features. Senath Jayatilake, CEO, John Keells Logistics (JKLL) speaks about the latest endeavor of the company and emphasizes on the importance of taking the right actions at the right time to strengthen Sri Lanka's strategic positioning as an integrated logistics hub of the region. Let’s take the example of “customer-focused”. Which of those actions are distinctly different? Brand positioning, done correctly, can turn your firm into a marketing powerhouse. Great rates. Strategic positioning is concerned with the way in which a business as a whole distinguishes itself in a valuable way from its competitors and delivers value to specific customer segments (Wickham, 2001: 230). Market Positioning refers to the ability to influence consumer perception regarding a brand or product relative to competitors. Companies create a positioning statement for their brand, product or service which helps customers identify with the business. The Sri Lankan integrated logistic sector is making continuous progress. Brand positioning is defined as “the process of positioning your brand in your customers’ minds.” Once created, the benefits of a strong brand positioning strategy can run deep for your business: it will drive your marketing strategy, determine customer messaging, spur competition strategy and shape brand value propositions. It’s carefully crafted key messages and actions that build a distinct and differentiated brand. Content Guidelines 2. This philosophy makes the entire organisation market oriented. The Path Towards Digitalization — Bring Your Running Shoes! After selecting a niche market, positioning helps to create an impression in the customers mind. Market Positioning Market positioning is a critically important part of marketing strategy since it determines to a large extent what customers perceive is being offered to them. Based on what advantages are to be communicated, appropriate means are selected to promote the product. It popularizes the brand. It can improve its competitive strength. When such benefits are promoted through suitable means of advertising, it definitely catches the interest and attention of consumers. Unique brand positioning boosts firm visibility and top-of-mind-recall for prospects to help shut out the competition. Companies spend too little time on building up proper positioning and often positioning strategy is confused by ambiguous talk about the ‘brand’. If we want to cut through the noise and grow our organizations in a way that fosters deeper customer connections, it all begins with having the confidence to take a position. All strategic mapping is supposed to help us visualize business concepts as if they existed in real space. Content Filtrations 6. 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