Marketing Positioning
In general, it is necessary to safely develop the concept of positioning, so the purpose at this time is to conceptualize it objectively. In the world of digital marketing, positioning is a technique through which MARKETING professionals seek to create an image or identity for a product, brand or organization (company).
In this sense, positioning deals with the space that a product occupies in the mind of the customer/consumer in a given market and moment. Therefore, this positioning is the way potential buyers see and how it is expressed by the relationship of position (comparison) between the competitors/competitors.
An example that I will cite below is the comparison between the different types of car ads, it is known that many Toyota cars have great cost-benefit compared to their competitors, as the car brings a considerable dealer network, low cost maintenance, comfort, low devaluation, safety among other attributes which gives it many positive points in front of its competitors in the same category. One of the main ones to highlight is the reputation of (car that doesn't break down).
In addition to positioning, it is also important to remember that there is repositioning, which involves a new change in the identity of a product in relation to the identity of competing products in the minds of consumers. Take for example the case of Hawaiian sandals that reposition the product like sandal "made for the poorest, the populace in general", for the current position in which it is exported all over the world and is seen on the feet of almost everyone as it is seen in the brand's campaigns.
Positioning brands or products currently in which customers are bombarded by all kinds of stimuli from advertising campaigns, it is only possible when working to connect the desired positioning for the brand or product, with the perception, values and desires or anxieties already existing in the minds of the target audience. At the very least, it should be possible to "create" new needs (show new ways of use/needs) for customers.
Identifying positioning opportunities is a great test of a marketing professional's skill. Successful strategies in this area usually have their roots in a product's sustainable competitive advantage.
THE TERM COMPETITIVE ADVANTAGE IS AN ADVANTAGE THAT A COMPANY HAS IN RELATION TO ITS COMPETITORS. IT IS BASICALLY BORN FROM A CENTRAL COMPETENCE OF THE BUSINESS, A COMPETENCE THAT THE ORGANIZATION DEVELOPED IN A WAY SUPERIOR TO COMPETITORS. IMITATE, SINGLE, SUSTAINABLE, SUPERIOR TO COMPETITION AND APPLICABLE TO MULTIPLE SITUATIONS.
THE DIFFERENTIATION: It is linked to the idea of positioning, it is important to highlight the existence of differentiation, positioning depends, in a way, on the best strategies that are used for the best way to position your product.
In marketing, differentiation represents the ability of a company to be perceived as different from competitors, due to its competitive advantages. It can differentiate itself from the competitor based on the segmentation of its market, its positioning and its marketing mix (product, price ,promotion and point of sale).
A GOOD EXAMPLE OF THIS FOR THE DIFFERENTIATION OF PRODUCTS TO OCCUR, THE COMPANY HAS AN EXTENSIVE RANGE OF PARAMETERS THAT I WILL DETAIL SOON BELOW:
1-FORM
2- FEATURES
3-PERFORMANCE
4-COMFORMITY
5-DURABILITY
6-RELIABILITY
7- REPAIR FACILITY
8-STYLE
9-DESIGN
All the parameters I put above are linked to MARKETING communication, since each one of them can be approached and highlighted to differentiate the product, the brand or the organization in relation to the competitors. Imagine, for a moment, what the brands are that you know best, think about what made them so well known to you, think also about how the brand came to your mind, that is, what the organization does for such marketing strategies.