Business Positioning Strategy

“Once the consumer places a poster in a position in his mind, he remains at large.”

An advertising strategies most important is the positioning of the product or service in the consumer’s mind. Positioning is especially important in the context of having your message in the minds of consumers when they enter the market with the intention of buying.

Positioning strategy refers to factors that influence the decisions of customers. Why the customer to buy Coca-Cola instead of Pepsi? Are there reasons for this choice? Are not they both essentially the same product? In blind taste tests people can really make a difference? Most can not, but there is strong preference for one brand over another, and preferences are not decided in a tent on the other. And positioning theory satisfies these preferences on the factors that influence the decision.

The positions are the qualities that the consumer is, or is attached to each competitor in the category. Are things such as quality, service, price, selection, handling, comfort, etc., the consumer puts each competitor in the category in order of importance to each of the relevant elements, giving each advertiser a place in his mind. The relative importance of each item, the price is more important than quality when you buy a loaf of bread, for example, consumer choice of product.

A point to note is that if a bank has made a better choice and lower prices is irrelevant. What matters is what we perceive as reality. Once the consumer places a poster in a position in his mind, he remains at large.

The largest item

Some positions are more important than others, of course. The most important is the position that the best consumer is the most important. In other words, the main consumer, we talked about earlier, which represents the largest proportion of sales in the category, it could be considered a quality of service, for example, more important than any other. While other market segments that price caps, or selection, or convenience, the advertiser must be almost exclusively with only the first position. He will get more business from the best consumer business and therefore more general, it can occupy the position that the best service provider in the consumer’s mind.

Many business owners believe the price is the most important item for all consumers, if we suppose to try to win and retain the leading position in its price class, will meet most of the markets. That is why almost all of the advertising says we are the weakest, we are the cheapest, we will not be lower. But it is in the wrong direction to try to keep most of the time. Consumers in nearly all categories of prices are rarely the number on the right to choose a store or brand over another. This includes some categories that were believed to be price sensitive automatically, such as supermarkets or department stores. The first reason why consumers choose one supermarket in supermarket B is cleaning! Followed by selection. Price comes in third or fourth!

Most people choose a bank is not least because they get a lower rate loan or a higher interest rate on your savings account, but it is better placed relative to the location they are paid.

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Tuesday, February 15th, 2011 Business Strategy

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