"Positioning is arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers. Thus, the marketers plan positions that distinguish their products from competing brands and give them the greatest advantage in their target markets" (Kotler and Armstrong, 2010, p.50).
On the other hand, Narayana Raos (2011) says that positioning is based on differentiation strategies, which the company designs its supply and its own identity, and this image is in addition to planned you will get significant competitive position and clear in the minds of target customers, coincide with what Kotler and Armstrong (2010) presented us about differentiation for precise positioning, which explains that the company must identify customer needs to gain advantage over competition, make offers like lower prices, or offer more benefits that justify higher prices, insisting that if the company promises any benefits, the company must comply with it.
Is at this moment that the company will get positioning in the market which is driven, the consumers are able to associate their needs with a particular brand, product or company.
The whole business world is constantly changing and affecting strategy on daily basis, but only those companies, either small or big companies, that have strong understanding of their customers’ needs, and works into solving the problems with a new o renew products or services, achieve a privileged market position.
Undoubtedly the positioning plays a very important role in marketing in the globally competitive market where the competition has increased greatly, a product with a good quality is no enough to guarantee for success, it has to have a clear and unique image to enter and stay in a convulsed market with an insatiable need of the consumers.
According to Kotler and Armstrong (2010) once the company has chose a desired position, it must take strong steps to deliver and communicate that position to target consumer, the positioning get life by communication between the products or service that the company offers and the market, if the company uses it carefully, this image of the company that the consumer create matches the position which the company choose to project.
Positioning helps companies to give a direction to their marketing plan, and gives the customer a central idea to what the product is all about, however positioning is once of the most important steps, but it is only the beginning of the marketing.
To conclude, we take a real world example, how many fast food companies are offering today, we must think how someone have managed to stay in special places, which have been the strategies used, of course, not only lower prices or raise the quality of product was the way, the company have had to learn to bring these different ways of presenting that identify product, which is the product to convince the consumer needs and achieve it, when a company achieves this understanding between product and customer, has achieved its position in the chosen market, and the company will become profitable.
"Positioning is not what you do to the product. It is what you do to the mind of prospect" (Al Ries and Jack Trout, 2000. p.2).
References:
Kotler, P. Armstrong, G. (2010) Principles of marketing.
Narayana Rao, K.V.S.S. (2011). Marketing strategies. www.knol.google.com
Ries, A. Trout, J. (2000). Positioning: The Battler for your mind.
On the other hand, Narayana Raos (2011) says that positioning is based on differentiation strategies, which the company designs its supply and its own identity, and this image is in addition to planned you will get significant competitive position and clear in the minds of target customers, coincide with what Kotler and Armstrong (2010) presented us about differentiation for precise positioning, which explains that the company must identify customer needs to gain advantage over competition, make offers like lower prices, or offer more benefits that justify higher prices, insisting that if the company promises any benefits, the company must comply with it.
Is at this moment that the company will get positioning in the market which is driven, the consumers are able to associate their needs with a particular brand, product or company.
The whole business world is constantly changing and affecting strategy on daily basis, but only those companies, either small or big companies, that have strong understanding of their customers’ needs, and works into solving the problems with a new o renew products or services, achieve a privileged market position.
Undoubtedly the positioning plays a very important role in marketing in the globally competitive market where the competition has increased greatly, a product with a good quality is no enough to guarantee for success, it has to have a clear and unique image to enter and stay in a convulsed market with an insatiable need of the consumers.
According to Kotler and Armstrong (2010) once the company has chose a desired position, it must take strong steps to deliver and communicate that position to target consumer, the positioning get life by communication between the products or service that the company offers and the market, if the company uses it carefully, this image of the company that the consumer create matches the position which the company choose to project.
Positioning helps companies to give a direction to their marketing plan, and gives the customer a central idea to what the product is all about, however positioning is once of the most important steps, but it is only the beginning of the marketing.
To conclude, we take a real world example, how many fast food companies are offering today, we must think how someone have managed to stay in special places, which have been the strategies used, of course, not only lower prices or raise the quality of product was the way, the company have had to learn to bring these different ways of presenting that identify product, which is the product to convince the consumer needs and achieve it, when a company achieves this understanding between product and customer, has achieved its position in the chosen market, and the company will become profitable.
"Positioning is not what you do to the product. It is what you do to the mind of prospect" (Al Ries and Jack Trout, 2000. p.2).
References:
Kotler, P. Armstrong, G. (2010) Principles of marketing.
Narayana Rao, K.V.S.S. (2011). Marketing strategies. www.knol.google.com
Ries, A. Trout, J. (2000). Positioning: The Battler for your mind.
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