Question

MKT 200, Explain the keys to successful positioning, and what would you do as a marketer if you positioning was unsuccessful?

Answer 1

The keys for successful positioning is as follows.

• Clarity
• Consistency
• Credibility
• Competitiveness
• Differentiated offering

Clarity:-

Positioning is based on the market to which a company is targeting and the benefit needed. The market which is targeted should be identifiable on the basis of geography. Target market should always be different and should have separate proposition of value. This proposition should be well communicated. The main problem happening with so many company is the absence of such a communication. Such companies only want to sell their commodities at any way to the customers and they will not aim to a target market. They will simply think that communication of value propositions will obstruct their market.

The company's who need positioning will make value propositions mainly through advertising media. The agencies who advertise the products of companies will communicate to the customers, what the companies need to communicate about their value. But it can not be said that advertising agency can well communicate the value propositions as the company themselves communicate.

Consistency:-

The frequent change in base of the positioning leads to a confusion in the minds of the customers about the offering of the company. This will vary the picture of the actual identity of the company. Hence their should be consistency in the positioning strategy of the company. So that customers should understand for what the company stands for. If a company change its positioning, it should be on the basis of needs of the customers.

Credibility:-

Credibility means making trustworthy customers. It can be achieved through providing the same product or service which has been offered to the customers initially. Each customer can increase the credibility and popularity of the company by saying to another person about the company. This can only achieved if a customer strongly feel that a company offers the same quality commodity service as they have mentioned in their positioning strategy.

Competitiveness:-

In positioning, the company should ensure that they are providing a differential benefit to their customers than their competitors does not provide. For that, the company should acquire different resources and innovative processes. Through these processes and resources, a company can deliver a distinct product or service which cannot be supplied by the competitors in the target market.

Differential offering:-

It is similar to competitiveness. The offerings given by a company should be entirely different from the other companies from the market to make a successful positioning.

The positioning will not be unsuccessful if the above 5 conditions are satisfied by the marketers.