Effective Marketing Positioning Cuts Costs of Marketing

For a business to be viable, it has to do something as well as its competitors; to win in a competitive market, it has to do something better than its competitors and communicate this convincingly to the customer group that will value it the most .

Effective positioning reduces the costs of ineffective marketing and selling. Positioning strategy is one of the most important business strategies for start up/ emerging stage ventures – as they seek to enter or create a new market for their first product - and for established ventures seeking rapid growth strategies through new product development and internationalisation.

Formulating the ventures positioning strategy involves three steps and the answers to six questions.


Collect and analyse information in the 5-C areas that create and drive a ventures growth:
1. Customer
2. Collaborators
3. Competitive environment
4. Competitors
5. Company capability and competencies


Based on this analysis and information, answer the four positioning strategy questions:
1. Who is the Target Market?
2. What is the Product Category?
3. What is the unique customer benefit - highly valued by them?
4. What Proofs for this can you give at the start and on an ongoing basis?


What is the ‘brand personality’?- to foster awareness in the target market of the positioning and impress the market to buy the product/service; with –
1. Brand name
2. Logo/ symbol
3. Colours
4. Tag-line
5. Stories
6. Owned word

How will you communicate the brand positioning continuously (repetition is vital) and consistently (across all interactions with customers in the target market)?


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Saturday, 21 October 2017
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