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It is hard to disagree that major and small companies must apply an extended number of effective tools and techniques to remain successful and competitive. Leading a firm is a challenging process, and one should be aware of the necessary marketing strategies that allow the company to make its products and services demanded by more customers. One such marketing concept is known as positioning, and the proper use of positioning strategies increases the company’s competitiveness and provides it with more loyal clients. Since there are many strategies, it is essential to list them and give examples of firms that use them.
To begin with, market positioning should be defined and explained. Overall, it is the process of differentiating a company from its main competitors and impacting consumer perception of the brand in relation to other firms in the same market. In other words, positioning defines where a company’s item, service, or product stands compared with similar goods or services offered by competitors. Therefore, it is a very important strategy that all organizations should use correctly to strengthen their image and ensure that their brand is recognized and preferred among regular and potential clients.
Further, as mentioned above, there are several marketing strategies that have the same purpose but use different tools to achieve it. First, there is positioning by the user or use – it is targeted and associates the brand with a specific group of people or highlights the importance for this group to choose this product or service. An example of the former is Adidas because the brand is associated with serious and highly motivated sportspeople, so customers who want to identify themselves with them choose the clothes and accessories offered by this company. An example of the latter is American Express because it is highlighted that this product is necessary every time one leaves their home.
Further, some companies use a marketing position strategy that is clearly aimed against competitors. Such brands are Burger King and Pepsi. The former tries to become more preferred than McDonald’s, and it is evident that the company wants to become more competitive. As for Pepsi, they are targeted against their strong competitor Coca-Cola. Another method is to position products by benefit or attribute. It is probably one of the easiest and most commonly used ones. For instance, while Burger King insists on its differences from McDonald’s and takes advantage of the explicit mention of a competitor, KFC lists its own advantages without trying to compare itself with other fast-food restaurants. The company reminds its clients about their food’s unique, enjoyable, and unforgettable taste and even mentions it in its slogan: “Finger-lickin’ good.”
A famous tea brand Greenfield uses the foreign consumer culture positioning method. This company is strongly associated with England, and the brand uses Britain’s symbols and culture. However, not everyone knows that Greenfield is not actually a UK brand – it is a Russian company with a good marketing team that assured global customers that its brand is from England. Finally, another strategy is positioning products by their high price and high quality. Many brands ignore the explicit mention of their competitors or benefits but try to ensure that the quality of their services or products is worth the money customers spend on them. For instance, Chanel is expensive, but clients are assured that they receive the best quality.
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