Marketing Positioning

Marketing Positioning is something all marketers talk about,but rarely do anything about. “Marketing Positioning,” according to Ries and Trout in their classic book on the topic, “starts with a product… but positioning is not what you do with a product. Marketing Positioning is what you do in the mind of the prospect. That is, you position the product in the mind of the prospect.” Sometimes the positioning can be as short as on word. Remember the “Uncola?” Some brands are associated with one-word or one-thought positioning strategies: Volvo-safety;Marlboro-masculinity; Pepsi-Cola-youth; Mercedes– engineering; diamonds–forever; Charmin–soft; Compaq–performance; Clorox–brightening; Heinz ketchup– thick. Others are tied to more complicated but nevertheless compelling ideals: We have at www.cyourad.com many compelling ideals on marketing.
Visa– accepted everywhere they don’t take American Express
Apple Computers– easy to use
L’Oreal– because you’re worth it
Crest– fewer cavities
Federal Express– trust us to get it there over night
Sure– confidence and security
Tylenol– safer than aspirin
United Airlines– friendly skies and friendly service
In talking about Marketing positioning,marketers and agency folks define it in different ways. It’s ” the story you want to imprint in the people’s minds about your product and why it’s better”; “the solution your product is offering to address buyers’ problems”; “the bundle of attributes and benefits you want to tell people about” or,simply,your “unique selling proposition”— ” the reason consumers should buy rather than someone else’s.
But all these definitions have something in common. They recognize that in a cluttered environment where buyers have little time to ponder product decisions, it is highly advantageous for a marketer to stand for something important,k to be remembered for something significant. To have a powerful Marketing Positioning is clearly a good thing. Why then do so few companies,products, brands and services enjoy strong Marketing positioning?
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