Marketers and manufacturers will know that positioning a product is the most critical and yet the most difficult task to carry out. Positioning opportunities occur through out the life cycle of a product. Entrepreneurs may want to re-position a product in the market at some point when the product is not performing as expected. Sometimes, the market reaction may change and making positioning inevitable. This could pose a great challenge and a significant hurdle to overcome in order to achieve overall marketing success.
In order to cultivate a fascinating position of a product in the market, one needs useful artistry and discipline coupled with justify development to achieve this. The following tips can enhance positioning development process and as well alleviate common and costly positioning errors.
1. Make positioning statement plain and uncomplicated: A simply demonstrated positioning statement will be easily understood and accepted by every participating team member. Truly, languages are usually not perfect to illustrate perception, it is usually difficult to interpret into words concept of positioning. However, this should not bring unnecessary complexity in the statement.
Most time, marketers fail to to make their statement simple as they have already infused multiple ideas which has automatically a mess of the statement. This will make positioning unattainable. And when a positioning statement is represented by a single word or phrase, then it has been made simple and understandable. The statement can easily be recalled at anytime. Classic examples are Mercedes-Benz that has positioned itself as maker of ‘luxury” (cars), Volvo as maker of “safety” cars, etc.
2. Institute a definition of positioning: Cue from Al Reis and Jack Trout book titled, “Positioning”, Positioning is the action by which we create in the mind of our target audience a feeling of our product that positively differentiate it from its rivals. What this means is that there is need to define an activity first before it could be put into practice. A definition of goal that has been agreed upon before hand will ultimately establish common actions among the participating members. So when a product position has been well defined, then the overall teams goals and objectives will be going toward the same direction.