The main ways of positioning a company in the market

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There are many different approaches to positioning a company (brand, mark). Some of the most popular ones are listed below:

The main indicator is value

Not so long ago, the main emphasis on value was made mainly by companies selling fairly cheap goods or services. Now the situation is changing and even well-known, promoted brands operating in the high price segment are putting the value of the manufactured product at the core of their angle. A good example of using this direct mail mortgage marketing method of company positioning is the GoldVish Le million brand phones, which have weak filling, but are valuable in appearance (expensive inlays, etc.).

Outperform your competitors

The essence of the method comes down to demonstrating the obvious advantages of your own product (service, brand) against the background of similar offers from competitors. An example of a company's positioning based on a mandatory difference from competitors is the confrontation between BMW and Audi, which has been going on for more than ten years. First, BMW threw a stone into Audi's garden. The latter figured out how to distinguish themselves and added a Russian-language navigator to their cars. BMW responded that they had managed to improve their engine during this time, and this is incomparably cooler than a Russified navigator. And so on to this day.

Distribution of target audience by segments

This method is suitable if you have a wide range of products (services) and a large target audience. Then it makes sense to build the positioning of a certain product specifically for the target audience that is most interested in it.

Further stages of company positioning

As an example, the Nike concern. They have come up with separate models of sneakers for different sports. Plus, they produce special versions of sports shoes for city dwellers, designed for everyday wear. Advertising campaigns are also thought out separately for each sport. For example, Walt Stack appears in a video for advertising running sneaker models.

Focus on profit

Benefit is an additional value that is no less important for the buyer than the product itself. It can be presented in the form of various bonuses, the opportunity to buy at a discount, receive a prize, etc. A simple example is making purchases in installments using the "Halva" card. The benefit for customers here is that they are not charged interest when paying in stores with such a card.

Quality indicators come first

This is a popular way of positioning companies. The manufacturer places the main emphasis on the quality of its product. J7 juice, for example, is widely known for its high quality characteristics.

Solving customer problems

Many companies, especially regional ones, readily resort to this method. Its essence is to identify the client's main pain point and then eliminate it with the help of your own product. Remember the Samsung vacuum cleaner ad as an example. There the client's problem is easily solved with the help of this brand's vacuum cleaner.