Definition: How you differentiate your product or service from that of your
competitors and then determine which market niche to fill
Positioning helps establish your product's or service's identity
within the eyes of the purchaser. A company's positioning strategy
is affected by a number of variables related to customers'
motivations and requirements, as well as by its competitors'
actions.
Before you position your product or service, you should answer
the following strategic questions about your market and your
products or services:
- What's your customer really buying from
you? Remember that McDonald's isn't just selling burgers and
fries. It sells fast food that tastes the same, no matter when or
where it's ordered, in an environment that's clean and friendly to
families.
- How's your product or service different from
those of your competitors? A cheeseburger is a cheeseburger,
you may think. But look how McDonald's, Burger King and Wendy's
differentiate their fast food. They offer different side dishes
(onion rings at Burger King, french-fried potatoes at McDonald's),
different toys with kids' meals (a big incentive for the
under-age-10 set), and different ways of cooking their burgers
(Burger King's are broiled, McDonald's, grilled).
- What makes your product or service unique?
In New England, McDonald's is the only fast-food chain to offer
lobster rolls (a lobster salad sandwich served in a grilled hot-dog
roll) in the summer.
Once you've answered these strategic questions based on your
market research, you can then begin to develop a positioning
strategy for your business plan. A positioning statement for a
business plan doesn't have to be long or elaborate, but it does
need to point out who your target market is, how you'll reach them,
what they're really buying from you, who your competitors are, and
what your USP (unique selling proposition) is.
Remember, the right image packs a powerful marketing punch. To
make it work for you, follow these steps:
- Create a positioning statement for your company. In one
or two sentences, describe what distinguishes you from your
competition.
- Test your positioning statement. Does it appeal to your
target audience? Refine it until it speaks directly to their wants
and needs.
- Use the positioning statement in every written
communication to customers.
- Create image-marketing materials that communicate your
positioning. Don't skimp.
- Include your team in the image-marketing plan. Help
employees understand how to communicate your positioning to
customers.