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.
