Positioning and differentiating are both effective components of marketing which made business services and products different in the competitive market place. What about these two?
Differentiating applied when defining the individual positioning while defining brand and products where both expressions represent by maximising above the competition by highlighting product or brand features. Tan, who is a Theorist stated that positioning and differentiating for marketing offerings is a trendy plan after the consumer orientation marketing plan.
Even researchers admitted that both positioning and differentiating are similar where their employed and strategies with the alignment of each other.
This is an act of designing business offerings and a picture of the business to achieve distinctive spots in the prospect’s mind. Positioning the final result is a successful creation of costumers focused value and the perfect reason why should your target market purchase the product.
According to Ries and Trout who are marketing executives determines positioning starts with services or product even a person or institution. They added that popular product has a separate position in costumers mind. For instance, Cola is a popular soft drink across the globe and also Porsche is yet another well-known brand where this brand owns separate spots in the market where competitors can find it hard to claim them. So the competitor has mainly three strategic alternatives which are :
- Strengthen their current position in costumers mind
- Grab an unoccupied spot
- Reposition and deposition in the customer mind.
In this over-advertised society getting into people’s minds is an effective way. So it is better to aim at the first spot. So if competitors are not able to position against popular brands it should throw themselves in costumers’ minds. So when you are positioning your services you should know the answers to these questions.
- What place does your offering placed in the market?
- How you want your costumers to think about your offerings?
- How can we ensure that product delivers on the position we pick?
This is similar to the positioning where it is the process where business users to generate a product which stands out from competitor which offer different value to costumers. It finds a collection of benefits that make the product unique and best for prospects. These qualities are a thing that Costumers mostly value when they are evaluating choices buying decisions and Competitors can not copy.
So when both conditions are active offering is more effective to target costumers. Differentiation is present at any time where you are picking from two products in a similar category. For an instance best purchasing soft drink. How you are going to choose it? By taste, sugar influencer, calories, brand reputation, whether you feel energized when you drink Coke. So these intangible and tangible qualities differentiate from one drink to others.
They are many types of differentiation opportunities with types of business.
- Performance quality
- Conformance quality
- Designing integrating force
- Ordering ease
- Consumers training
- Consumer consulting
- Repair and maintenance
- Miscellaneous service
Distribution Channel :
Image Channel :
The business should analyze differentiating and positioning strategies at many stages of the market life cycle and product.