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Positioning Marketing Definition

Positioning marketing is the strategic process businesses use to create a unique and compelling image for their products or services in the minds of their target audience. In today's hyper-competitive business environment, strong positioning can be the difference between standing out or blending in.

In-depth Overview:

Positioning marketing refers to the strategy of establishing a brand or product in a distinct position in the minds of consumers compared to competing offerings. It involves identifying and attempting to maintain the unique qualities of a brand relative to the competition within a market. Proper positioning leads to increased brand awareness, recognition, and customer loyalty.

Positive Impact on Businesses:

1. Enhanced Brand Perception: Companies with strong positioning are perceived as industry leaders.

2. Improved Sales and Revenue: 72% of businesses that have successfully implemented positioning strategies witnessed an increase in sales within 12 months.

3. Better Competitive Edge: Strong positioning helps businesses differentiate themselves from competitors, making it difficult for others to replicate their value proposition.

4. Increased Customer Loyalty: Customers are 55% more likely to purchase from brands with clear positioning.

Relevant Professions and Professionals:

- Brand Strategists: Develop and maintain the brand's positioning.

- Market Research Analysts: Gather and analyze data to find the best positioning.

- Content Marketers: Create content that reflects and reinforces the brand's position.

- Public Relations Professionals: Ensure the brand’s positioning is consistent across all public touchpoints.

Process and Application:

1. Market Analysis: Understand the current market dynamics, competition, and customer needs.

2. Defining Unique Selling Proposition (USP): Identify what makes your product or service unique.

3. Target Audience Identification: Define who your primary consumers are and what they value.

4. Positioning Statement Creation: Formulate a concise statement that encapsulates your brand's position.

5. Consistent Communication: Implement the positioning across all marketing channels.

Expert Advice:

- Do's:

- Research your target audience thoroughly.

- Stay consistent in your messaging across all channels.

- Evolve your positioning as market dynamics change.

- Don'ts:

- Avoid generic statements; specificity is key.

- Don't neglect feedback; positioning should resonate with your audience.

Risks and Mitigation:

- Misalignment with Audience: Risk of not resonating with your target audience. Mitigation: Regular market research.

- Blurring Position: Risk of confusing consumers if the position is unclear. Mitigation: Consistency in marketing communications.

Real World Examples:

- Apple: Positioned as a premium, user-friendly, innovative tech brand. This positioning has led to immense brand loyalty.

- Tesla: Positioned as a forward-thinking, sustainable electric vehicle company. This has separated them from traditional automakers.

The power of positioning marketing cannot be underestimated. In an era where consumers are bombarded with countless brand messages daily, a strong positioning can pierce through the noise, fostering brand loyalty and driving growth. It's not just about selling a product or service; it's about creating a story, a feeling, a perception. For B2B marketers, positioning marketing is paramount to establish credibility, foster trust, and differentiate in crowded marketplaces. Investing in positioning is not just beneficial—it's essential.

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