Positioning refers to the process of deciding what value to provide in response to customer
needs
identified through
targeting
.
Positioning is the final step in
the STP strategy
proposed by management scholar
Philip Kotler
, and positioning allows you to firmly determine your company’s position and effectively advance
your marketing strategy
.
Related materials:
Six criteria for positioning
Kotler argues that it is important to establish the following six criteria when positioning.
1. Positioning based on specific product attributes
This refers to leveraging the attributes of the product itself, such as “low price” and “quality and luxury of materials.”
2. Positioning based on the benefits provided by the product
It refers to the use of benefits that a product meets customer needs for positioning.
3. Positioning based on the occasion where the product is used
Observe how customers use your product and use it for positioning.
4. Positioning using relationships with competing products
The relationship between your product and competing products shows what your product can do compared to other companies.
5. Positioning at a distance from competing products
This is a way to make customers aware of the difference by highlighting the characteristics of your product that are not found in competing products.
6. Positioning by product type
Sometimes it is effective to position the same product for different purposes.
By using the above six strategies in combination, you can more clearly differentiate your products from those of other companies.
Reference article
