Brand Positioning Strategy

How to "Position and Re-position your Brand"

Positioning strategy is about where you compete and how you compete. The brand could be a product, service or the organisation. Positioning is normally done for a particular product and only uses two features from the product to analyse its position. It is usually best to rely on positioning approaches when they are part of a broader analysis which, in turn, helps to ensure that the whole marketing mix (personal sales, sales promotion, general advertising, public relations and sponsorship) is positioned for competitive advantage.

A positioning strategy has two components. The first is to know who you are targeting and the second is to differentiate the brand. The positioning statement has a creative platform that can project its image, such as Reds ' building your brand, selling your products' or Outsurance statement "You always get something out"

Once you have done some market research you may find that you need to reposition the brand because: 1. the target market is too small, declining or too competitive. 2. the quality and features of the brand have no appeal. 3. product cost are too high.

There are several re-positioning options Introduce New Brand A new brand could be a fighter brand (cheap clone to maintain a foothold in the mass market), such as a new shampoo, or it may even be more specialised like a scientific instrument with slightly less features but targets a new segment that only needs the basic instrument. A new brand could be an update of the old one with new features and sold with a new name.

Change Existing Brand The company can change the size or packaging to bring costs down to hold its position in the market. The just noticeable difference in a product such as a snack bar from 200 grams to 170 grams may go unnoticed. The packaging is the same - a new design and slightly smaller pack can save a huge amount in costs.

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How to become a "Customer-Led Company"

The core idea of the customer-led company is to focus on needs and not products. The central idea of marketing is that customers want to meet a need or solve a problem and not to buy a product.

The concept and why the different mind setWhat is your operation now - Questions to ask yourselfDo you manufacture products and supply a service to a target market?Do you supply a variety of products?Do you sell your services so your clients buy from you?Once your client gives you a job, do you work to that job?

“Selling tries to get the customer to want what the company has”The whole focus is job / product orientated you only work on the job with out asking about the customer needs. For example you are manufacturing a automotive part and the client needs 100 units with in 3 days. The order is large and you have to assign a whole line to fulfill the order which you regularly do because he is an important client. A customer led company would spend a bit of time to ascertain the client specific need and find out that he requires 20 units a day to fulfill his overseas orders. With a bit of research the company could introduce a "Just in Time" order programme that would provide a solution to everyone's needs.

Business that are good at satisfying customer needs can grow and satisfy all concernedShareholders - value in company Managers - pro-active instead of reactiveCustomers - satisfactionEmployees - securityCreditors - high credit rating

A Customer-led CompanyMarketing-led is to build a relationship to meet the customer needs.

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