A company that wants to be successful in the market needs a decent action plan. Entrepreneurs usually formulate overarching strategic plans, which they divide into functional strategies for individual areas of the company's operations. An important element of the company's strategy is marketing, and in particular - strategic positioning.
What is strategic positioning of a company?
Strategic positioning of the company is carefully designed, well-thought-out activities. Their goal is to sign up in the minds of recipients and to build and maintain a competitive advantage on the market. Is it shaping the company's image and its offers in such a way that they stand out from the competition.
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Positioning in practice - how to distinguish an enterprise?
A company that wants to stand out from its market rivals should show its uniqueness by emphasizing its attributes. Brand attributes these are outstanding features that competitors do not have. A company that wants to appear on the market should make them visible, talk about them loudly in its marketing campaigns, indicate their great importance.
Another way of effective strategic positioning of a company is to show the unique benefits that a given product / service provides. For example, the Sensodyne brand advertises itself as a toothpaste that brings relief to sensitive teeth.
You can also emphasize:
- the unique origin of the product to evoke positive associations - e.g. Swiss watches,
- unusual destiny - e.g. Merci are not ordinary chocolates, but a way to express gratitude, thank you for something,
- category of use, i.e. the fact that the service product is intended for a specific group of buyers - e.g. the GO ON Nutrition brand was created for professional athletes and physically active people who are looking for safe and effective supplementation.
Well-thought-out strategic positioning of the company is a way to build a strong group of regular customers, constantly acquire new customers and generate high profits. This is a proven recipe for business success!
