Chapter 5: Targeting and Positioning
Positioning Strategies
You walk into a store looking for a new laptop. The sea of choices overwhelms you. But then you think, "I want something sleek and creative. Maybe Apple?" Now, why did Apple spring to mind when you thought of those characteristics? This is the power of positioning.
Positioning is the space a brand occupies in the minds of consumers relative to its competitors. It's how a brand differentiates itself. When done right, it's like a magnetic pull towards that product or service. Let’s delve into some of the main strategies companies use to position themselves.
Attribute Positioning: This is when a brand aligns itself with a specific product feature or attribute. Consider the battery life of the Energizer Bunny. Energizer consistently emphasizes its batteries’ long-lasting power. They're not just batteries; they "keep going and going."
Benefit Positioning: Brands sometimes position themselves around a particular benefit they offer. Sensodyne, for instance, is a toothpaste that offers relief from tooth sensitivity. So, when people experience that sharp sting from cold or hot foods, they think of Sensodyne.
Use or Application Positioning: Some brands position around how their product is used. Think about how GoPro positions itself not just as a camera but as an adventure companion. It's the go-to gadget for capturing thrilling moments, whether you're surfing, skydiving, or mountain biking.
User Positioning: Here, the emphasis is on who uses the product. Dove, for instance, portrays itself as the brand for "real" women of all shapes, sizes, and backgrounds. It's not just about beauty; it's about authenticity and self-acceptance.
Competitive Positioning: Sometimes, companies position themselves against competitors. Remember the famous Pepsi vs. Coke taste tests? Pepsi directly challenged consumers to taste the difference, placing themselves head-to-head against their biggest competitor.
Quality/Price Positioning: Brands might choose to place themselves on the spectrum of luxury to affordability. Brands like Rolls-Royce or Chanel sit at the higher end, exuding luxury and exclusivity. In contrast, Walmart focuses on offering value for money, emphasizing affordability without compromising on quality.
Emotional Positioning: Connecting on an emotional level can be incredibly powerful. Consider Nike's "Just Do It" campaign. It's not just about shoes or sports gear. It's about determination, pushing boundaries, and the emotional journey of accomplishment.
For companies, choosing the right positioning strategy is crucial. It can be the difference between blending in and standing out. And in today's competitive marketplace, standing out is not just a matter of pride, but survival. After all, brands aren’t just selling products or services; they're selling perceptions, emotions, and experiences.
