Positioning
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Understanding Positioning

By Steve Tsai, Managing Editor, Internet Journal

Position is what others think of a company's technology, product, market presence, and company image. Positioning is to help a company to achieve the position it wants the others to think of it. In order to influence others and for them to place you in a favorable position in their mind, a company must have a vision and product to differentiate itself from the rest of the competition and the strategy and plan to achieve these goals and the discipline and execution to provide the results and evidence.

A strong positioning is the difference that a potential customer picking up the phone to call you or visit your web site rather than calling your competitors.

Positioning is the single most important element for a company. The reason it is so critical is that it is the guiding light for strategy, message, communication channels, partnership, and distribution channels. Without a clear positioning of the company, market, and product, it is impossible to have a coherent and consistent strategy and message to the market place.

Positioning is the result of identifying

  • Your target markets
  • Their unmet needs
  • Your value proposition (benefits) to the target customers
  • Your product's differentiation against competition

A clear and compelling positioning provides the guide for everything a company does

  • Company and product strategy
  • Message to the market
  • Marketing strategy
  • Sales and channel strategy
  • Partnership strategy

Many start-up companies make the mistake of not having a clear positioning to start the company and after. Many entrepreneurs pick a product simply because that's what they have worked on before. And they end up with a me-too product in a crowded field dominated by established players and they have no chance of ever become a market leader.

Positioning must be carefully thought out from the very beginning and needs to be constantly monitored and adjusted.

About The Author
Steve Tsai is the Managing Editor of the
Internet Journal http://www.intnetjournal.com. Internet Journal provides the insights and analysis on Internet marketing, eCommerce, mobile communications, eSecurity, and global e-Business. If you have any comments about Internet Journal, please send email to stt@intnetjournal.com.
 

This article was posted on April 3, 2012

 

This article was posted on Apeil 2, 2012

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