Positioning: The Battle for your mind.
Positioning starts with a product. A piece of merchandise, a service, a company, an institution, or even a person.
But positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is you position the product in the mind of the prospect. So it is incorrect to call the concept “product positioning.”
Not that Positioning does not in change, in fact it does. Changes made in the name, the price or the package are really not changes in the product at all. They are basically cosmetic changes made done for the purpose of securing a worthwhile position in the prospect’s mind.
Positioning is also the first body of thoughts that comes to grip with the problems of getting heard in the overcommunicated society.
The basic approach of positioning is not to create something new and different. But to manipulate whats already there in the mind. To retie the connections that already exists.
Today the market is no longer responsive to strategies that worked in the past. There are just too many products, too many companies and too much marketing noise. In the communication jungle, the only hope to score big is to be selective, to concentrate on narrow targets, and to practice segmentation.
Here are some examples of positioning strategies:-
• Pepsi- Choice of a new generation.
The very effective positioning slogan makes a clear connection to younger people (or young at heart) that their product is preferred for today’s modern, youthful and energetic consumers.
• Coco-cola- Always
This seemingly simple slogan , encapsulates the ongoing connection between Coco-cola and its marketplace. It is the product that has wide consumer appeal, strong loyalty, and is often treated like a friend to the consumer.
Positioning starts with a product. A piece of merchandise, a service, a company, an institution, or even a person.
But positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is you position the product in the mind of the prospect. So it is incorrect to call the concept “product positioning.”
Not that Positioning does not in change, in fact it does. Changes made in the name, the price or the package are really not changes in the product at all. They are basically cosmetic changes made done for the purpose of securing a worthwhile position in the prospect’s mind.
Positioning is also the first body of thoughts that comes to grip with the problems of getting heard in the overcommunicated society.
The basic approach of positioning is not to create something new and different. But to manipulate whats already there in the mind. To retie the connections that already exists.
Today the market is no longer responsive to strategies that worked in the past. There are just too many products, too many companies and too much marketing noise. In the communication jungle, the only hope to score big is to be selective, to concentrate on narrow targets, and to practice segmentation.
Here are some examples of positioning strategies:-
• Pepsi- Choice of a new generation.
The very effective positioning slogan makes a clear connection to younger people (or young at heart) that their product is preferred for today’s modern, youthful and energetic consumers.
• Coco-cola- Always
This seemingly simple slogan , encapsulates the ongoing connection between Coco-cola and its marketplace. It is the product that has wide consumer appeal, strong loyalty, and is often treated like a friend to the consumer.