Why is company positioning so important and what is needed for it?
Posted: Mon Jan 27, 2025 10:01 am
Without positioning, you and your product will simply end up in a row of many, you will not be different from the crowd. A potential client will either not look in your direction at all, or will look, but still will not remember. Most people do not want to bother with the choice, they will automatically stop at what is accompanied by a bright, catchy comment, allowing them to quickly form an impression of the product.
No one is interested in carefully studying the subtle differences between similar products - it is much easier to choose what is immediately obvious.
The main task assigned to the company's diabetes mailing list positioning is to create a clear, positive, memorable image in the consumer's mind that will evoke a clear association with the product. What is characteristic is that it is not at all necessary for these associations to be based on real characteristics; they can be invented.
A well-formed public opinion becomes so unshakable that it is almost impossible to influence it. A great example of a company's correct positioning is Coca-Cola. Most people consider the soda of this particular brand to be perhaps the best in the world. Just as there are no racing or sports cars cooler than Ferrari.
Positioning is necessary both for the entire company as a whole and for the goods and services it offers, which can be positioned more narrowly, but within the framework and in accordance with the direction of the marketing strategy of the entire enterprise.
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"Lead generation - what is it? Basic methods and how to manage them"
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This is especially necessary when it comes to providing services, because it is more difficult for the consumer to clearly identify them as a product.
If you are a participant in a monopolistic market or the characteristics of your product cannot influence the choice of buyers, then there is no need for positioning. But only in these cases. In all other cases, the company's positioning is extremely important and should not be neglected.
What is needed to position a company
Here we can highlight several main conceptual provisions.
Positioning is a long process, quick tactics are not suitable here. To determine the position, form the main ideas, make it sustainable and viable, you need enough time - it does not work quickly, like an advertising campaign, for example. The position as a result should be solid, capable of developing, changing along with the economic situation.
Positioning is aimed at the thoughts of the potential buyer, who should think about the company, its products or services in the way you planned and presented (namely, in a positive way).
Company positioning
This effect is achieved by providing combined information. On the one hand, these are specific characteristics of the product, such as price, service level, points of purchase, etc. On the other hand, the formation of an image using advertising campaigns, PR campaigns, incentive events, etc. As a result, the company's position is determined by the consumer's attitude towards it. An important point: mistakes in the approach to promotion can have a detrimental effect on some tangible indicators (prices, distribution channels).
The starting point and final goal of positioning is the benefit for the company. The point is to turn any opportunities of the enterprise into attractive indicators in the eyes of the consumer (for example, low costs for purchasing raw materials allow setting the price of the product lower than that of competitors). Thanks to the formation of such strong positions, the company acquires a certain attractive image and demonstrates to the consumer the benefits of purchasing its products.
The basis of positioning is the ultimate benefit. But all customers are different, and even when they buy approximately the same product, the reasons for making one or another choice may differ greatly. That is, each customer perceives the positions of each individual product differently. Therefore, it should be understood that for consumers from different market segments, a company's product may represent its own special value.
No one is interested in carefully studying the subtle differences between similar products - it is much easier to choose what is immediately obvious.
The main task assigned to the company's diabetes mailing list positioning is to create a clear, positive, memorable image in the consumer's mind that will evoke a clear association with the product. What is characteristic is that it is not at all necessary for these associations to be based on real characteristics; they can be invented.
A well-formed public opinion becomes so unshakable that it is almost impossible to influence it. A great example of a company's correct positioning is Coca-Cola. Most people consider the soda of this particular brand to be perhaps the best in the world. Just as there are no racing or sports cars cooler than Ferrari.
Positioning is necessary both for the entire company as a whole and for the goods and services it offers, which can be positioned more narrowly, but within the framework and in accordance with the direction of the marketing strategy of the entire enterprise.
Read also!
"Lead generation - what is it? Basic methods and how to manage them"
Read more
This is especially necessary when it comes to providing services, because it is more difficult for the consumer to clearly identify them as a product.
If you are a participant in a monopolistic market or the characteristics of your product cannot influence the choice of buyers, then there is no need for positioning. But only in these cases. In all other cases, the company's positioning is extremely important and should not be neglected.
What is needed to position a company
Here we can highlight several main conceptual provisions.
Positioning is a long process, quick tactics are not suitable here. To determine the position, form the main ideas, make it sustainable and viable, you need enough time - it does not work quickly, like an advertising campaign, for example. The position as a result should be solid, capable of developing, changing along with the economic situation.
Positioning is aimed at the thoughts of the potential buyer, who should think about the company, its products or services in the way you planned and presented (namely, in a positive way).
Company positioning
This effect is achieved by providing combined information. On the one hand, these are specific characteristics of the product, such as price, service level, points of purchase, etc. On the other hand, the formation of an image using advertising campaigns, PR campaigns, incentive events, etc. As a result, the company's position is determined by the consumer's attitude towards it. An important point: mistakes in the approach to promotion can have a detrimental effect on some tangible indicators (prices, distribution channels).
The starting point and final goal of positioning is the benefit for the company. The point is to turn any opportunities of the enterprise into attractive indicators in the eyes of the consumer (for example, low costs for purchasing raw materials allow setting the price of the product lower than that of competitors). Thanks to the formation of such strong positions, the company acquires a certain attractive image and demonstrates to the consumer the benefits of purchasing its products.
The basis of positioning is the ultimate benefit. But all customers are different, and even when they buy approximately the same product, the reasons for making one or another choice may differ greatly. That is, each customer perceives the positions of each individual product differently. Therefore, it should be understood that for consumers from different market segments, a company's product may represent its own special value.