When the company decided on the target segment for the job, you need to decide what product positioning in the market it chooses to obtain a competitive advantage.But before that, you need to thoroughly study the properties of the products of competitors, their image, and on this basis, to assess its position in the market.Product positioning in the market is a logical continuation of the chosen target segment, the optimal position of the goods for its closest approach to the consumer.Marketers also use the concept of "positioning".
If segmentation defines the characteristics that should own the product in terms of preferences and desires of potential buyers, the positioning works to convince consumers that the product is exactly what they want to buy.The factors that determine the position of goods in the market are: the price of the product, its quality, the manufacturer, appearance, service for buying, as well as the image of the purchased goods.Positioning the product on the market is made up of a whole range of marketing activities, which convince potential buyers that they are offered a product that is designed specifically for their preferences.
It is possible to use a variety of marketing approaches, such as:
- positioning of goods on the basis of benefits, with the help of the specific needs;
- positioning, which is aimed at a specific category of consumers who have purchased this product, or by comparing with competitors;
- product positioning using ideas about what should be a commodity.Please note that positioning should not be linked with misinformation buyer.Although it can act once, but after this the manufacturer will face serious trouble.
The most common strategy of positioning products in the market:
- exercise its niche in the already formed by a segment of competition;
- Search free segment and offer product with exceptional properties.
Occupation niche suggests a preliminary study of the competitive position of all the weighty participants of the market, there are grounds for confidence in the competitive advantages of its product, constant monitoring of the size of the segment in terms of its capacity, the comparison of its capacity with potential competitors, maintaining the business activity at a sufficient level, usingadvanced methods of moving goods to market.All this together makes it possible to offer consumers a product with higher quality properties.Only under these conditions, the company can be confident that he will find its niche, having won its competitors.
second strategy is the search market "windows", a narrow sub-segment, which has not busy or underutilized.This strategy is the right approach to ensure the success of the marketing activities of the enterprise.
way to understand why buying a particular product, and do not buy another, is a method of comparing the main factors that affect the preferences of potential buyers.The result of the study on the market goods of a particular segment is obtained by carrying out the survey, interviewing and other ways to study the motives of the buyer, the circuit positioning of competing products.This chart shows the important from the viewpoint of a potential customer, the properties of products.Positioning the product on the market is responsible not his real properties, and its subjective perception by consumers.
