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4 factors for successful positioning

We explore the 4 factors for successful positioning
A shop with a selection of fruits on display
© ULAW Business School

4 major factors

Positioning is all about differentiating your offer from the one of your competitors – product, price, place, and promotion, all providing an opportunity for differential advantage. For positioning to be successful, 4 factors must be present:

  1. Clarity – the positioning statement must be clear both in terms of target market and differential advantage. Simplicity ensures for a message to be understood, believed, and remembered.

  2. Consistency – when people are overwhelmed by marketing message, what cuts through the noise is consistency. The more an audience hears the positioning message (“Because you are worth it”), would immediately position the brand in the customer’s minds evoking emotions before they even hear the brand name.

  3. Credibility – the positioning message must be believable. If customers are going to trust the brand, they need to see clear alignment between the company’s vision, values, and identity and the positioning statement for its products.

  4. Competitiveness – the differential advantage offered by your company must offer something of superior value than any other option on the market provided by the competitors.

© ULAW Business School
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Strategic Marketing: Segmentation, Targeting, Positioning

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