Positioning

Marketing positioning is a perceptual location. It's where your brand fits into the marketplace in the minds of potential customers. All companies' products and services are positioned in the marketplace, but the extent to which your positioning is controlled by your company versus your audience and/or competition is based on your company’s positioning strategy.

Once you have completed your marketing research and selected your target audience, your market positioning strategy is determined by:

Pricing. How is your pricing compared to your competitors? What is a customer willing to pay for your product/service? How do you determine that?

Quality. Yes, most likely your competition claims superior quality, but by what outstanding qualities does your product/service exceed the competition? What quality assurance does your company have in place?

Service. What kind of service will your customers expect? Is that expectation being met or exceeded? Are your marketing objectives and your customer service staff in sync?

Distribution. How do customers obtain your product? What are the options, and are they being efficiently utilized?
Packaging. Consider packaging part of your overall company brand. Is it the image and message you want to communicate to your customers?

One example of excellent positioning is Starbucks. Who would ever have thought of paying up to $5 for a cup of coffee 15 years ago? (Starbucks actually began in the 1970’s but didn't expand out of Seattle until the 1990’s.) The difference of Starbucks is its effective positioning that leads to the “brand experience” that millions of Starbucks’ customers are willing to pay for on a daily basis.

At Aduro we can provide your company with the most effective marketing positioning tools through our experience and knowledge of how to customize a plan for future growth. Imagination, style and energy are key components of Aduro—and our positioning strategists are ready to put them to work for your company.