Seven strategic direction positioned to help enterprises accounted for a place in the hearts of customers.
1. product attributes and benefits - location
The most common method is a significant difference in the positioning of the brand image and benefits based on the unique nature of the product, shaping and competitors. Location is not necessarily limited to one property and interests, emphasizing multiple attributes and benefits are the preferred option.
Product attributes and benefits from the start, the most likely to develop a unique product positioning, as consumers in the purchase decision process, unique and significant property and interests are the most important option. For example, simple and safe operation of automatic teller machines, easily recognizable quality apparel products, attractions rich and worth the price of the tour.
2. The price, quality and location method
Price and quality is the best indicator of the value of the reaction product, the consumer is familiar and easy to read and compare. High price represents high-quality concept deeply rooted in the minds of consumers, as consumers have a tendency to pursue a high level of life and mentality, marketing high-end product manufacturers understand this.
3. Use or application targeting method
From product-specific use or application method cuts can often find a suitable location. In product positioning as a base, we can quickly enter the market, but also to expand the product range a marketing strategy.
The era of rising energy costs, energy manufacturers have committed to the development of alternative energy sources. Production of automotive battery kingdom Xuan Tech Power Energy Company, lock specifically for automotive use battery power into the market, and further expand the use of the battery power to all types of vehicles.
4. Product Level - location
Product grades are often the focus of competition, whether tangible or intangible goods and services vendor, product division level will be reached in each market segment occupies a unique positioning purposes.
Automobile plant with the use of different brands and grades, find positioned to cater to different customer needs. For instance, VW owns Porsche, Audi, VW, Bentley and other 11 brands, representing different levels of car, open up the market.
5. The product user positioning method
Specific users of the product so that the force is often an excellent point positioning, such as Centrum multivitamins for user age, gender specific needs, physical, launched adult Centrum, Centrum children, men keep a meal (especially zinc ), women with Yinbao board memory (calcium-rich), the products were given a clear position, extending the breadth and depth of the product line.
6. Competition-oriented positioning method
Marketers most taboo mention a competitor's name or product in advertising and marketing activities, but in a highly competitive market, the precise target specific competitors, finding the right positioning for the product or brand, but it is a very effective strategy.
Car rental companies such as Avis, facing the leading manufacturers Hertz, soft posture adopted her second child policy philosophy, stressing "we are second, we will make more efforts" modest positioning itself as "the second," complemented " We will make more efforts "to win the favor of consumers.
7. cultural characteristics - location
Culture has a special significance and value irreplaceable, when people see a symbol that represents a specific cultural or symbolic when not evoke nostalgic memories that sprouted extra intimacy, uniquely positioned to be found for the product.
When a culture containing a specific meaning, not only easy to read, easy to remember, but also to highlight and differentiate competitors. For example, historical feelings brand sun Church, Guoyuan Yi, black, big black pine and other lovers; flaunt rich cultural atmosphere of the museum, cafes, art shops, houses and the like.
Whether it is product, brand or company, after market segment, to find the target consumer group, as long as the appropriate positioning and distinctive, with the correct strategy, tactical co-ordination and follow-up work will not be lost.
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