Positioning Strategies in Business Markets

Due to the globalization of the economy, there has been great competition in the business sector. The basic human desire to challenge new limits and capture as much market as it is possible has given a new dimension to the concept of marketing - brand positioning. To position a brand requires making choices; whereas having a position means people will prefer a brand over another. A brand can be positioned in several ways: offering a specific benefit, targeting a specific segment, price or distribution. Despite the fact that positioning is considered by both academics and practitioners to be one of the key elements of modern marketing management, it is surprising to uncover general paucity of consumers/customers derived studies regarding

Positioning refers to how an organization communicates the benefits of their products and services to potential customers. Positioning a product involves research, development, design, branding and advertising. NHL being a niche sport, it is currently considered as a second rate sports league behind the NFL and NBA. It has a very passionate fan base, but it is relatively small when compared to the other sports. The lack of interest and fan following is attributed to the absence of knowledge and the failure to understand the unique features that NHL offers that are absent in other sports.

In order to accomplish the organization’s goals, the product differentiation and positioning strategies will be used. In some cases both will be used while other goals will only use one of the strategies. To meet the ticket sales goal of being in the top one third of the league both will be used. Product differentiation will be used by showcasing the elite

Market positioning is “a ranking of a brand, product, or company in terms of its sales volume relative to the sales volume of its competitors in the same market or industry.” (BusinessDictionary.com)

Positioning, to marketers, means they drive their “better” product to a particular audience. This strategy is important to marketers because, they use this technique to increase their sales by convincing their audience that their product is better than the competing brand. A product I buy that is “positioned” to me is The North Face backpack. As a student, North Face are popular around campus. When someone sees a North Face backpack, they assume you might have a little money. The backpack has many compartments and zippers. Inside the larger pocket, there is two padded slots, one for a laptop and the other for a smaller tablet or ipad. The back of the backpack is padded as well for comfortability. Depending on the style, there are two bottle

Differentiating is the marketing mix to improve on meeting the needs of customers and the company building a competitive advantage (Perreault, Cannon, & McCarthy, 2011). When companies advertise the distinctiveness of their product will over shadow their competitors. Positioning display how customers view new or existing products in the market (Perreault, Cannon, & McCarthy, 2011). The relationship between differentiating and position of products and services allow companies to show the differences of their products and services from their competitors and secure a position in the market to maintain the interest of customers’ needs. Switching the direction of the motorcycles in the simulation was a necessity because it increased their sales and gain interest from new customers. Even though there were minor changes to the Cruiser motorcycle, it was the financial services and services offered by the company are what increase the interest of the younger buyers. The financial service allowed the younger bike riders to finance high-quality motorcycles. Thorr company implemented different strategies to reposition the image of a high quality motorcycle.

Product positioning is very hard for the firm. There is a tight price competition due to the existence of strong players in the industry. Also in the existence of these big and strong competitors, substitution is also high because each of these players offer a wide variety of products that present consumers different level of satisfaction.

Developments of a more appealing offer for each segment so that the customers are more likely to be delighted or at least satisfied. Positioning is the process of placing the product in a clear distinctive and desirable place in the mind of the competitors in order to gain an upper edge.

Improving marketing has become a top priority of successful inventors and corporations. Most corporations’ research different groups and needs in the marketplace, satisfy the consumers in a superior way by targeting their wants and needs. All marketing strategies are built on segmentation, targeting, positioning, and then position its offering so that the target market recognizes the company’s image and terrific offerings. There are many different business areas which will sometimes play a huge factor such as, finance, accounting, information systems, marketing, and strategic management.

A well-positioned company will give themselves a competitive edge over other companies in the market they are in and ultimately raise the company’s overall profit. If a company does not execute this strategy correctly then the company may lose their economical edge on their competitors. This is a very important concept when entering a new market and could determine if your company will succeed in said market. When a company is brainstorming ways on how they want to be seen in the public’s eyes there are many determinates to be considered. When they are deciding on how they have to think about the company as a whole and what values the company stands for. The characteristics the company should look for when determining the positioning strategy is that they have to decide on what type of product they are going to sell and establish a consistency within the products they sell. Secondly the company has to consider the pricing of their products, this is very important because it defines what type of consumers you want to buy your product. Finally you have to analyze you company as a whole. What do you want your company to be seen as in the public’s eye, you have to ask yourselves what our company is doing differently than other competing company. By examining Nordstrom, an upscale fashion retailer, we can conclude that Nordstrom has effectively positioned themselves in the market they are established in.

Positioning is a process that influences potential customers’ overall perception of a brand, product line or organization in general; the place in the mind relative to the competition. [3]

7Q-7. what is positioning? Identify the different positions strategies presented in the chapter give examples of companies or products that illustrate each

Positioning creates a perception in people’s mind of what the product does and differentiates the product in the mind of the consumer. Consol prides itself in their ability to use the positioning marketing concept effectively for their target market, focusing widely on the benefits Consol glass provides its customers and the environment. The objective of this essay is to prove that Consol’s positioning is effective because it coincides with the four drivers of successful relationships with customers, communicates the benefits that the product provides and thus provides clear a distinction from their competitors.

Are you a fan of the iPhone or galaxy? For example, you are a fan of the iPhone. By selecting iPhone, you took a position. Now as an iPhone fan would you buy a Samsung galaxy phone? Most likely not, even though both phones have almost the same features. When it comes to marketing, it is almost the same. Marketers position their products to appeal to its certain demographic consumers. They try to create an image of their brand that they want their consumer 's to accept. If marketers successfully done that then they will be able to create a place for their product 's in the mind of a consumer. When consumers will think of this product, they will think of having a certain style, characteristic, feature and position. Therefore, product positioning is very essential for a marketer because his/her products success largely depends on this.

Marketing plans for small companies should include a positioning statement that is congruent with their business plans and address segmentation in order to effectively target their market (Solomon, 2011). The positioning statement for the Singapore café in question would therefore emphasize world-class customer service as a way to differentiate this small business from encroachments by competitors such as Starbucks and McDonalds. Fortunately, this aspect of the marketing plan can be highly