Positioning
When the list of target markets is made, a company might want to start on deciding on a good marketing mix directly. But an important step before developing the marketing mix is deciding on how to create an identity or image of the product in the mind of the customer. Every segment is different from the others, so different customers with different ideas of what they expect from the product. In the process of positioning the company:
1. identifies the differential advantages in each segment
2. decides on a different positioning concept for each of these segments. This process is described at the topic positioning, here different concepts of positioning are given.
The process-data model shows the concepts resulting from the different activities before and within positioning. The model shows how the predefined concepts are the basis for the positioning statement. The analyses done of the market, competitors and abilities of the company are necessary to create a good positioning statement.
When the positioning statement is created, one can start on creating the marketing mix.
Read more about this topic: Segmenting And Positioning
Famous quotes containing the word positioning:
“Genius differs from talent not by the amount of original thoughts, but by making the latter fertile and by positioning them properly, in other words, by integrating everything into a whole, whereas talent produces only fragments, no matter how beautiful.”
—Franz Grillparzer (1791–1872)