In This Article
Introduction
Positioning is the act of designing a company's offering and image to occupy a distinctive place in the minds of the target market. The concept was popularized by Al Ries and Jack Trout in their 1981 book "Positioning: The Battle for Your Mind."
The goal is not to create something new and different, but to manipulate what's already in the prospect's mind—to retie the connections that already exist.
What is Positioning?
Positioning is about:
- Creating a distinct image in customers' minds
- Differentiating from competitors
- Communicating the unique value you offer
- Occupying a "position" in the mental landscape
Positioning Strategies
| Strategy | Description | Example |
|---|---|---|
| Attribute | Position on specific feature | Volvo = Safety |
| Benefit | Position on customer benefit | Sensodyne = No sensitivity pain |
| Use/Application | Position for specific use | Gatorade = Sports performance |
| User | Position for specific user type | Apple = Creative professionals |
| Competitor | Position against competitor | Avis = "We try harder" (vs Hertz) |
| Category | Position as category leader | Band-Aid = Adhesive bandages |
| Quality/Price | Position on value proposition | Rolex = Luxury, Dmart = Value |
The Positioning Statement
Template:
For [target customer] who [statement of need], [brand] is [product category] that [key benefit]. Unlike [competitors], we [key differentiator].
Example: Slack
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Requirements for Good Positioning
- Relevant: Matters to target customers
- Distinctive: Different from competitors
- Credible: Believable claim
- Sustainable: Defensible over time
- Profitable: Can be delivered profitably
Perceptual Mapping
Perceptual maps (positioning maps) visually display where brands are positioned in customers' minds, typically on two dimensions.
Steps to Create
- Identify key attributes customers use to evaluate
- Select two most important dimensions
- Survey customers on perceptions of brands
- Plot brands on the map
- Identify gaps and opportunities
Uses
- Identify competitive positioning
- Find unoccupied positions (gaps)
- Track positioning changes over time
- Guide repositioning strategy
Common Positioning Mistakes
- Under-positioning: Vague, no clear position
- Over-positioning: Too narrow, limits market
- Confused positioning: Inconsistent messages
- Doubtful positioning: Claims not credible
- Irrelevant positioning: Doesn't matter to customers
Conclusion
Key Takeaways
- Positioning is about the customer's mind, not the product
- Goal: Occupy a distinctive, valuable position
- Strategies include attribute, benefit, user, competitor positioning
- Positioning statement articulates target, category, benefit, differentiator
- Perceptual maps visualize competitive positions
- Avoid under-, over-, confused, or doubtful positioning
- Positioning must be relevant, distinctive, credible, sustainable