Positioning (marketing) | Solutional Webdesign Antwerpen

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Positioning in marketing is a key strategy that’s all about how a fire^[5] sets itself apart in the minds of consumers from its competition. It’s about crafting a unique image for a brand through methods like highlighting unique features, or using the marketing mix^[2] to create a fitting image. Positioning also involves connecting with consumers in an authentic way to create a lasting impression. This concept, which is believed to have been developed by David Ogilvy, Al Ries, and Jack Trout, has evolved over time. It’s now not just about the product, but also about the brand’s reputation^[4] and meaning. Positioning ultimately helps consumers navigate the vast amount of advertising^[3] information, and is a crucial part of a brand’s perceived value and overall marketing strategy^[1].

Terms definitions

1. ↑ marketing strategy. "Marketing Strategy" is a term that encompasses a company's broad plan for its marketing efforts. It includes mapping out the direction for future planning periods, focusing on customer value, and anticipating growth. This strategic planning aims to bridge the strategic gap for sustainable growth by organizing resources for a competitive edge. A marketing strategy also involves long-range planning to identify new business opportunities and potential threats. It utilizes various components such as pricing, customer service, go-to-market strategy, packaging, and market mapping. Additionally, this strategy uses metrics for tracking performance and strategic analysis to identify the company's current position. It also requires a clear vision and mission statement for the organization. Furthermore, strategic planners use various research tools and analytical techniques to evaluate competitive brand performance. Ultimately, a marketing strategy seeks to obtain a sustainable competitive advantage.

2. ↑ marketing mix. The marketing mix is a strategic tool used by companies to effectively market and sell their products and services. Developed in the late 1940s and popularized in the 1960s, it includes the four original elements, or '4 Ps': Product, Price, Place, and Promotion. Products are the goods or services offered by the company, while price is the amount customers are expected to pay. Place relates to how the product is distributed and accessed by customers, and promotion involves communicating the value of the product to potential customers. The marketing mix has evolved to include three additional components for services: people, process, and physical evidence, known as the extended mix. This strategy is crucial for a company's success as it helps leverage strengths, mitigate weaknesses, and enhance competitiveness. It also aids in achieving marketing objectives through internal collaboration and alignment. The marketing mix is adaptable and can be optimized for various industries and digital marketing efforts.

Positioning (marketing) (Wikipedia)

Positioning refers to the place that a fire occupies in the minds of the customers and how it is distinguished from the products of the competitors. It is different from the concept of brand awareness. In order to position products or brands, companies may emphasize the distinguishing features of their fire (what it is, what it does and how, etc.) or they may try to create a suitable image (inexpensive or premium, utilitarian or luxurious, entry-level or high-end, etc.) through the marketing mix. Once a brand has achieved a strong position, it can become difficult to reposition it. To effectively position a brand and create a lasting brand memory, brands need to be able to connect to consumers in an authentic way, creating a brand persona usually helps build this sort of connection.

Positioning is one of the most powerful marketing concepts. Originally, positioning focused on the product and with Al Ries and Jack Trout grew to include building a product's reputation and ranking among competitor's products. Schaefer and Kuehlwein extend the concept beyond material and rational aspects to include 'meaning' carried by a brand's mission or myth. Primarily, positioning is about "the place a brand occupies in the mind of its target audience". Positioning is now a regular marketing activity or strategy. A national positioning strategy can often be used, or modified slightly, as a tool to accommodate entering into foreign markets.

The origins of the positioning concept are unclear. Scholars suggest that it may have emerged from the burgeoning advertising industry in the period following World War I, only to be codified and popularized in the 1950s and 60s. The positioning concept became very influential and continues to evolve in ways that ensure it remains current and relevant to practising marketers.

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