Overview

market positioning


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The technique by which marketers give their company, its product and services and capabilities, a distinctive position or image relative to competing products and services.

The key elements of a market positioning programme are: market segmentation; targeting customers within the market segments; well-defined and articulated differential advantage around products, services, and propositions; a coherent brand positioning strategy and an integrated marketing plan to support it; an overall strategy for maintaining the desired position relative to the competitors; a message architecture, with messages tailored to different audiences within a given market. For example, there may be one set of positioning messages for the media that reports on a given market and another set for the actual customers who compose and define the market; an internal communications plan that encourages employees to ‘live’ the positioning in their day-to-day behaviour and in their interactions with clients; a fully integrated set of communications programmes to execute the positioning. See also competition; marketing strategy.

market segmentation;

targeting customers within the market segments;

well-defined and articulated differential advantage around products, services, and propositions;

a coherent brand positioning strategy and an integrated marketing plan to support it;

an overall strategy for maintaining the desired position relative to the competitors;

a message architecture, with messages tailored to different audiences within a given market. For example, there may be one set of positioning messages for the media that reports on a given market and another set for the actual customers who compose and define the market;

an internal communications plan that encourages employees to ‘live’ the positioning in their day-to-day behaviour and in their interactions with clients;

a fully integrated set of communications programmes to execute the positioning. See also competition; marketing strategy.

Subjects: Marketing.


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