Step 4 Marketing Planning |
In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization. It is the 'relative competitive comparison' their product occupies in a given market as perceived by the target market.
Positioning is where product differentiation is determined and the “unique selling proposition” is clarified. Marketing or product differentiation is the process of describing the differences between products or services, or the resulting list of differences. This is done in order to demonstrate the unique aspects of the product and create a sense of value. The differences are usually minor; they can be merely a difference in packaging or an advertising theme. The physical product need not change, but it could.
Differentiation is due to buyers perceiving a difference hence causes of differentiation may be functional aspects of the product or service, how it is distributed and marketed, or who buys it. The objective of differentiation is to develop a position that potential customers see as unique.
The Unique Selling Proposition essentially is making a proposition to the customer: "buy this product, and you will get this specific benefit" whereby the proposition itself must be unique - something that competitors do not, or will not, offer and the proposition must be strong enough to pull new customers to the product.
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