CONCEPT OF POSITIONING simply mean How Companies wants to position their brand to the top and to be differentiate among other brands that having the same products...
Think of the Consumer behaviour rather than literally focusing on the product it self...
You may need to refer to my previous blog what do i mean by this:
AD-DESIGN WEB: Brand Positioning part 1: Methods how to promote a...: "I was attending a lecture at Winchester School Of Art, University of Southampton.. The lecture is about brand positioning... Brand Positioni..."
TWO TYPES OF POSITIONING:
FUNCTIONAL POSITIONING : Refers to the features and Benefits of the products.
EXPRESSIVE POSITIONING: What attitude do you want your customer to feel when using your product? EGO, SATISFACTION. SOCIAL... We want customer to feel and look good when using it.
HOW TO MANAGE AND PLAN FOR POSITIONING OUR BRAND?
Ok you require a bit information to do this:
1. YOU NEED TO FIGURE OUT WHO ARE YOUR COMPETITORS AND THE SAME PRODUCTS THERE ARE SELLING INCLUDING THE PRICES.... THEN THEIR POSITIONS
2. WHERE IS YOUR CURRENT POSITION?
3. WHERE DO YOU DESIRE TO POSITION YOUR BRAND
4. PLAN A STRATEGY TO ACHIEVE THAT POSITION.. MEASURE ITS FEASIBILITY
5. THEN IMPLEMENT THAT STRATEGY
6. THEN MONITOR THE PERCEPTION.
Then use PERCEPTUAL MAPPING TO PLOT WHERE YOUR BRAND POSITION IS CORRESPONDS TO THE PRICE AND ITS FEATURES IN THE Y AXIS
STRATEGY TO BECOME THE TOP POSITIONING BRAND, YOU MUST CONSIDER:
1. FEATURE / BENEFIT
2. PRICE
3. USE
4. USER
5. PRODUCT CLASS DISSOCIATION: this is how you combine two brands become one feature e.g Margarine and butter brands...now there is a new product which combine these two: "I cant believe its not butter"....
6. COMPETITORS...
