I articulate: Position (Area of marketing of the Institute Visual arts)
When we speak about position we refer to the place
that a mark occupies on the market. It is based on the concepts
of replacement and competition between products and it is refaded -
I swim with his image, with his mark and the extension attributes
of the same one.
THE POSITION IN HIS CONTEXT
The Position describes as he wants the company that
consumer perceives his products and as this one perceives them in
The base for this process is the identification of the advantage
differential of the product, considering the needs for the segment
target and the current and potential competitive offer.
BASES OF POSITION
The position is hard tied to the publicity
that promotes the psychological perceptions of our product,
that is to say since it is visualized, that place has in the mind of
The position is that across the advertizing action,
I like communicator, am capable of associating of coherent form
the company or the product with which I work, with a series of
distinguishing advantages for the segment to which I go.
It is a competitive advantage of our product or company...
A characteristic that must do that our clients
potentials visualize to us in a different way that to ours
It must satisfy at least 3 criteria:
1 - To achieve that they see us like something the only and irreplaceable.
2 - It must be and seem important for the objective segment
3 - It is sustainable opposite to the competition in the time.
THAT ROLE PLAYS THE PUBLICITY
It is the principal way to influence the perceptions of
target therefore we can name it like the base of
position, now well, understanding that it must go accompanied
of coherent form of the rest of the elements that they compose his
mix and that of the company: Corporate identity, price, logotypes,
image of product, packing...
WE CANNOT FORGET THE POSITION IN OUR PUBLICITY
Can we forget the position in our campaigns?
To speak. The position is a question of pure strategy
managerial (so much like the finance or the RRHH). The businessman
it must choose as he wants that his potential consumers perceive him
and not to leave it at random, because a position absence contro -
side does not mean that it does not exist, simply we do not know which is;
the consumer posiciona, now well will always be able to do it to the company
of free form, or in accordance with the position strategy
THE POSITION OF MARK
We can deduce that, on having spoken about position, we do it of mark,
posicionamos our company, posicionamos his products; but we know already
that on the current market both must go under the umbrella of the mark,
that in the end is the best element diferenciador of our activity.
WE MUST BEAR IN MIND TO CHOOSE A POSITION.
Let's be clear.
1 - The position must be clearly perceptible for the consumers.
We owe posicionar our mark in parameters appreciated for
consumers, who are clearly perceived as an extra cost:
quality, rapidity, price, etc. those who are but that are important
for the current and potential consumers of our product.
We are strong
2 - We must base it on the real strong points of our proposal.
The analysis DAFO is the modality of this point.
Weaknesses = You Threaten
Fortitude = Opportunities.
Which is the principal promise of my mark?: what is what it makes better
what none?, after questions of this nature are the points
fortresses of our mark, let's identify them and let's base in them
position of the same one.
Our Big Advantage
3 - The position must add to the market a competitive advantage,
he has not any sense posicionar our mark in a space already
occupied by a competitor, it can be an even counter-productive position
that we do the game to his proposal providing it with more credibility, and
we incur undifferentiation for what the determinant factor of
buy will be the price.
4 - The position must communicate of clear, concise form and
We must center our position message to manage
that the perception on the part of the consumer is clear. Two are
Subposition: the message is not the sufficiently round thing like
to define the position.
Sobreposicionamiento: we throw too much messages that interweave
and they confuse the consumer.
Over the course of time.
5 - The position and the distinguishing advantage on which it rests
it must be sustainable in the time, our principal proposal of
differentiation must be hardly imitable for the competition.
- The marks record.
- The barrier use of entry as the high technology.
- A correct administration of the position that does that it is
very expensive for any company to imitate it.
6 - The best way of obtaining a sustainable distinguishing advantage
it is to base it on the authentic strong points of ours
proposal, those innate to our activity and that not
they are subject to continued changes. Which?: it will depend of every
company, RRHH, magnificent advertizing creativity, complexity of
the activity, good processes of production, etc...
Examples of position.
Coca-Cola: "Always Coca-Cola... In any moment, in any
place, one can and must take Coca-Cola; at home to eat with
two liters bottles, in a bar, in the beach, alone or mixed;
in all the cases the persons who drink the product are healthy,
happy, dynamic, musical, original, nice, wished,
important is the ambience of friendship that we create... the clients
they want to be identified by the product".
Pepsi Tail is much younger, bold, free, alternative,
Pepsi has unfastened jeans and piercing, hears music of last
generation, is avant-garde, risky, insolent and insultantemente
young man. Pepsi promotes independent and unknown musical groups,
Pepsi takes his position in compensation to Coca-Cola, he is quite
that his competitor cannot be.
Subscribe FREE to E-MAGAZINE ARTESVISUALES.COM
mailto:email@example.com the fortnightly news Bulletin
monthly free on digital communication and web creation:
design, multimedia and Internet.
Institute Visual arts http://www.artesvisuales.com
Privacy: I never rent, sell or trade with the information of contact of nobody for no reason. I respect your privacy and hate the Spam so much how you!
It receives you and your collaborators a cordial greeting and my congratulations from El Salvador, I center America, for fulfilling one year with your bulletin "The Useful council of the week", which has been helpful for persons that as I we begin to sail in the world of the Internet. I hope to keep on being provided in a lot of time with your advices. Congratulations.
Bienesraices (Peñaflor S.A. of C.V)"
Copyright 1999-2007 internetmarketingtest.com. All rights reserved.
This document cannot be reproduced partly or completely without express assent.