A positioning strategy is often a winning strategy.
It consists of providing the brand or the product with a significant advantage that cannot be found anywhere else.
The consumer attaches to the “more” and becomes loyal to the brand.
The more the market is crowded with neighboring products, the more this strategy is effective because it makes it stand out from competitors.
The objective of this positioning study is to identify the characteristics of products or services that will clearly differentiate our offering from the competition.
To do this, the positioning criteria must:
- match expectations or customer requirements
- not be used by the competition
- be easily distinguishable by customers
The positioning is used to send signals to the consumer that will filter, decode and store in its memory in the form of beliefs that will comprise the brand image of the product.
Typically, a positioning study includes two phases:
qualitative research (focus groups and face-to-face interviews) to specify in particular
- purchasing behavior
- knowledge of offers and differences perceived by customers
- product expectations
- service expectations
- information and advice expectations
quantitative study (telephone or Internet survey) to define and prioritize
- consumer expectations
- criteria for supplier selection
- causes of fidelity and infidelity, etc.