{"id":400,"date":"2020-04-27T12:14:10","date_gmt":"2020-04-27T10:14:10","guid":{"rendered":"https:\/\/www.sortlist.co.uk\/blog\/?p=400"},"modified":"2023-04-27T15:40:55","modified_gmt":"2023-04-27T13:40:55","slug":"marketing-strategy-competitive-positioning","status":"publish","type":"post","link":"https:\/\/www.sortlist.co.uk\/blog\/marketing-strategy-competitive-positioning\/","title":{"rendered":"What Is Market Positioning and Why Is It So Important?"},"content":{"rendered":"

In the fierce battlefield of modern marketing<\/a>, consumer perceptions of a brand or product count for everything. From establishing a solid first impression to (hopefully) leading a customer along the path to conversion, competitive positioning as a marketing strategy is one of the most powerful tools at any marketer\u2019s disposal.<\/span><\/p>\n

Marketing positioning is a relatively simple concept to understand, but it can be particularly difficult to master. Our guide will provide the clarity needed to thrive.<\/span><\/p>\n

What Is Competitive Positioning as a Marketing Strategy?<\/strong><\/h2>\n

Competitive position (or marketing position) is a term that relates to where a consumer would position your brand within the market. Therefore, it refers not only to the direct reaction to the brand but also, crucially, how it is perceived in contrast to the company\u2019s competitors.\u00a0<\/span><\/p>\n

The process of market positioning, then, is one that focuses on establishing a clear brand identity<\/a> that encourages prospective clients to perceive your business in the desired manner. The message that your brand wants to express will be influenced by a host of features ranging from the industry and location to target markets and their financial power.\u00a0<\/span><\/p>\n

There are several types of market positioning strategies that could be used depending on the individual attributes of the brand. They include:<\/span><\/p>\n

1. Product benefits positioning<\/strong><\/h3>\n

This is where the brand promotes distinct characteristics or features that offer a level of beneficial value that separates the company from its competitors.\u00a0<\/span><\/p>\n

Good examples include any products that provide dual functions.<\/span><\/p>\n

2. Product quality positioning<\/strong><\/h3>\n

This is where the brand focuses on its style and luxury. The consumer will pay a higher price for the exclusivity and emotional response that an association to the brand can bring.\u00a0<\/span><\/p>\n

The obvious example would be a car company like Ferrari.<\/span><\/p>\n

3. Product pricing positioning<\/strong><\/h3>\n

This is where the brand establishes itself as providing products that offer the same benefits as competing products but in a budget-friendly manner.<\/span><\/p>\n

Manufacturers of food, clothing, and household goods may position themselves here.<\/span><\/p>\n

4. Product application positioning<\/strong><\/h3>\n

This is where the brand focuses on marketing a specific function or use for the product. It could mean using it in a certain situation or scenario.<\/span><\/p>\n

A number of beauty brands will use this market positioning strategy.<\/span><\/p>\n

5. Product superiority positioning<\/strong><\/h3>\n

This is perhaps the most aggressive market positioning strategy of all and actively sees the brand compare itself to competitors, highlighting the reasons why they are the best.<\/span><\/p>\n

Any brand using \u201cbetter than the market leader\u201d as a tool falls into this category.<\/span><\/p>\n

Why Marketing Positioning Matters<\/strong><\/h2>\n

The fundamental features of competitive positioning processes in marketing revolve around the idea of finding where the brand belongs. Whether you\u2019re a business owner or marketing decision-maker, it\u2019s important to ask \u2018why\u2019 before developing a strategy. To get this right, you must learn to consider the matter from the client\u2019s perspective as well as your own.<\/span><\/p>\n

The role of marketing positioning for the brand<\/strong><\/h3>\n

Marketing positioning serves many purposes for the company and can become a major driving force in marketing strategies and wider business matters. Some of the most influential rewards are that successful marketing will:<\/span><\/p>\n