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                 English   嶄猟井

Positioning

In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization.

What most will agree on is that Positioning is something (perception) that happens in the minds of the target market. It is the aggregate perception the market has of a particular company, product or service in relation to their perceptions of the competitors in the same category. It will happen whether or not a company's management is proactive, reactive or passive about the on-going process of evolving a position. But a company can positively influence the perceptions through enlightened strategic actions.

Re-positioning involves changing the identity of a product, relative to the identity of competing products, in the collective minds of the target market.

For positioning, a consultant would firstly finish segmentation and targeting part, then to write out the value customers derive and the attributes your product offer to create the first draft of your positioning. Test it on people who don't really know what you do or what you sell, watch their facial expressions and listen for their response. When they want to know more because you've piqued their interest and started a conversation, you'll know you're on the right track.

Positioning is facilitated by a graphical technique called perceptual mapping, various survey techniques, and statistical techniques like multi dimensional scaling, factor analysis, conjoint analysis, and logit analysis.

Positioning statement is a good way to address your positioning, a typical statement would includes following aspects,

For [target end user]

Who wants/needs [compelling reason to buy]

The [product name] is a [product category]

That provides [key benefit]

Unlike [main competitor]

The [product name] [key differentiation]

Segmentation

Segmentation is a strategy that involves dividing a larger market into subsets of consumers who have common needs and applications for the goods and services offered in the market. These subgroups of consumers can be identified by a number of different demographics, depending on the purposes behind identifying the groups. Marketing campaigns are often designed and implemented based on this type of customer segmentation.

There are several steps to address an effective segmentation/targeting/positioning through PMR,

   1. Define the market and audience

  2. Evaluate segmentation attributes, the attribute should be both meaningful and actionable, like Demographic which Affects consumer needs  (gender; age; hospital type; doctors title) Geographic(1^st line city;2^nd line city), Behavioral (heavy/light prescriber; new treatment user/nonuser;)

  3. Create segments.

  4. Segments Evaluation and determination (size; accessibility)