MARKETING AS A PRODUCT POSITIONING PRINCIPLE

in Education3 years ago (edited)

Author: @madridbg, through Power Point 2010, using public domain images. Gerd Altmann


Greetings and welcome dear readers of this prestigious platform, continuing with the socialization of the principles associated with marketing, through this delivery we will be addressing the fundamentals that allow us to achieve that a product, company or service are positioned in the minds of consumers.

In this sense, it is necessary to emphasize that the positioning process is nothing more than the function that an image associated with a brand exerts on the mind of a person, a function that is created from the needs and perceptions of the consumer individually or collectively and that differs from the possible competitions found in the market.

Therefore, generating an action plan or strategy designed to generate an impact on the consumer must be based on some technical principles that we will study below:

Fig. 2. A proper marketing strategy allows us to reach the minds of our consumers. Author: Gerd Altmann

1. Highlight the aspects that differentiate our product from the rest: establishing a positioning based on what the competition is doing does not generate any impact or advantage, on the contrary, the ideal is to base our strategy on the advantages and differences of the new product or brand that we want to position.

At this point it is necessary to highlight the attributes and benefits of our brand so that the consumer has the possibility to evaluate the benefits it brings, what is sought in this scenario is to break with the mental structures already created.

2. Determine the profitability of the new product or brand: this is a very important point for any organization or company and is where new projects end up failing because they do not invest in a reliable marketing system carried out by professionals. Therefore, we must evaluate the investment required to achieve an adequate positioning, where we take into account aspects such as advertising investment, size of the market to which it is directed, as well as the sustainability of the same.

According to the above, an adequate positioning must exert pressure on principles evaluated with the passing of time and that have an emotional component that we seek to exploit, hence our strategy should respond to the following fundamentals:

Fig. 3. Generating an action plan is synonymous with the success of our project or company. Author: Tanja-Denise Schantz

1. Focus on the attributes that differentiate the brand, here it has been shown that focusing on a single attribute, for example seniority, generate a more effective positioning.

2. Reinforce the benefits provided by the product.

3. Emphasize the use or applications of the product and seek alliances with recognized people in this area (for example, if we want to position a product for athletes, the ideal is to look for recognized users who are involved in sports).

3. The product or campaign should be focused on a specific user, developing the complete profile of this user.

As we can see throughout this article, these are fundamental tips that refer to a fundamental area of development that we can exploit with an adequate marketing strategy.


BIBLIOGRAPHIC MATERIAL CONSULTED

[1] Coca Carasila, Miltonc. IMPORTANCE AND CONCEPT OF POSITIONING A BRIEF REVIEW TEÓRICA PERSPECTIVAS, núm. 20, July-December, 2007, pp. 105-114cBolivian Catholic University San PablocCochabamba, Bolivia. Article: Online Access


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The design of the portal was made by @madridbg, using public domain images