Product Positioning in the Market

Positioning is the act of a company to design products and marketing assimilation in order to create a certain impression diingatan consumers. Thus consumer segments to understand and appreciate what the firm does in relation to its competitors. For companies act to investigate or identify the position of a competitor and decided to take a position on par with competitors' position or looking for opportunities in the market. If the company positions itself close to other competitors, the company must select and then seek further distinction through its own differences.

The move comes after determining the segmentation strategy used. In other words, positioning is an action or steps of the manufacturer to design the image of the company and value offering which consumers within a particular segment to understand and appreciate what a certain segment, understand and appreciate what a company, compared with its competitors.

Product Positioning Strategy

Product positioning is very closely linked to the segmentation of the market for the product placement aimed at serving specific target market. Therefore, understanding product positioning strategy as a strategy digubakan to implant a product image in the minds of consumers, so that these products stand out compared with competitors' products.

Its main focus is how so consumers have the same perception in the hope of manufacturers of products offered. product positioning are several ways to do marketers to market products to consumers targeted, among others:

1. Positioning by attributes

This occurs when a company positioned to highlight product attributes more Superior than its competitors, such as size, length of existence and so on. Example: Disneyland can advertise as the largest amusement parks in the world.

2. Penentuang position according benefit

In this sense the product is positioned as a leader in a particular benefit. Example: Knotts Berry Farm amusement park position themselves as for those who are looking for a fantasy experience, like living in the golden age of Old West cowboy.

3. Determination of the position according to the use or application of the

A set of values ​​the use or application of this is used as the elements which make than its competitors. Example: Japanesse Deer Park positioning itself to tourists who just want to get a brief entertainment.

4. Determination of the position according to user

This means positioning the product as the best for a number of user groups. In other words, the target market is more directed at one or more communities, both in the narrow and broad sense. Example: Magic Mountain can advertise themselves as an amusement park for challenge seekers.

5. Pententuan position by a competitor

Here the overall product as a whole highlight its brand name and better positioned than competitors. Example: Lion Country Safari can advertise to have more kinds of animals than the Japanesse Deer Park.

6. Positioning by product category

Here the product is positioned as a leader in a product category. Example: Marineland of the Pacific can position themselves not as "Recreation" but as "Institutions".

7. Determination of the position of price or quality

Here the product is positioned as offering the best value. Example: Busch Gardens can position itself as the best value for the price (compared to the determination of posisis such high quality / high price or low price).

How to Determine Positioning

In determining the positioning of four stages, namely:

1. Identify the target

By identifying it will give the company an idea of ​​how the right way to build a brand image. Example: A beauty product, should be able to identify the target market appropriate products on offer whether these products to whiten the skin or soften the skin.

2. Determine the customer's frame of reference,

Ideas / assumptions that can be accepted by consumers. Example: Hoka-Hoka Bento which uses a pair of iconic children's characters in the style of Japanese manga image, so that people can remember Hoka-Hoka Bento as a Japanese cuisine restaurant.

3. Formulate a point of differentiation

Things that must be taken to ensure that consumers choose companies. Example: Ice pocong known in the community because the name is strange and unique. Thus attracting the attention of consumers.

4. Assign the product a competitive advantage

Where these products can be enjoyed as something beda.Contoh: Seller A sell ice pop pop ice with a mixture of cheese, milk, oreo and chocolate candy. While the ice pop sellers B at the same price just menmbahkan cheese and astor are certainly seller A superior ice pop and would be more desirable.

To communicate the positioning of a product the company should consider the following factors:

1. Be creative

Companies have to be creative to steal the attention of consumers or target market. Example: A dairy product for small children design doll-shaped packaging.

2. Simplicity

Communication submitted should be as simple and clear as possible. Example: in Bodrex ads that use the word "Bodrex, the ultimate choice overcome headache" is quite short and clear.

3. Consistent yet flexible

4. Own, dominate, protect.

In communications companies must have one or several powerful word in the minds of customers. Example: Tea Bottle Sosro who uses the phrase "Whatever food, drinking bottled tea sosro".

5. User Reviews their language

In communicating the positioning of the company should use the language of the customer. Example: Product snacks for young children, the language used is understood by small children.

Target Markets Akatsuki

In setting the target market, the company must first do market segmentation, with a way to classify consumers into groups with characteristics similar. Each consumer groups can be selected as a target market will be achieved. Determination of the target market is very important because the company can not serve all customers or buyers on the market.

As is the target market is a group of Drivers who have characteristics or properties almost identical (homogeneous) selected the company and that will be achieved with the marketing mix strategy. Target markets need to be established, because it is useful in:

1. Develop product positioning and marketing mix strategy.

2. Facilitate adjustment marketed product and marketing mix strategy is executed (right price, effective distribution channels, promotion of the right) with the target market.

3. Shoot a wider market opportunities, it is important when marketing a new product.

4. Utilizing the limited resources of the company as efficiently and effectively as possible.

5. Anticipating competition.

Determining the Target Market

1. Single Segment Concentration

It means companies can choose only one segment, the company focuses on one segment only. For example: Harley Davidson concentrating only on large motorcycle market.

2. Multi-segment Marketing

Company meant choosing two or more market segments and develop pemasaranyang mix for each segment separately. This strategy provides benefits include: volume of sales, profit and market share larger and economies of scale in marketing. Example: Bicycles United not only focus on the bicycle market for adults but also for a small child's bicycle.

There are three general strategies in selecting target markets, namely:

1. Mass-Market Strategy

Business market uses two ways to enter the same market. The first is do not notice any difference existing segments as well as a single product design, and establish a marketing program that will serve all market groups, or so-called undifferentiated marketing. This mass marketing strategy requires resources and capabilities to produce great and marketing capabilities for mass products. The second approach in a mass marketing strategy, namely dividing the product and marketing programs for different segments, or also called differentiated marketing.

2. Niche-Market Strategy

This strategy is done by targeting marketing efforts on one or more segments. The goal of this strategy is to avoid direct competitors that are in a larger segment. For example the establishment of small-scale supermarket in a residential area residents / complex.

3. Concentrated Marketing / Market Growth Strategy

This market growth strategy implemented by small companies to avoid direct confrontation with the big companies. Implementation of this strategy requires research and development department reliable and marketing capabilities to identify and develop and introduce new product features to the target (target) target market.