The importance of positioning in marketing

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The importance of positioning in marketing

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Abstract

The positioning of a product or a brand refers to the place it occupies in consumers' minds in relation to the competing products and brands. Positioning a product is used to define how it is to be perceived by the consumer, within its universe of reference.

The positioning is undertaken through a competitive strategy: from the launch of a new product, it is used to differentiate it from competition by establishing a set of criteria that will give it a personality that will determine the whole marketing mix including the communication strategy.

Introduction
The steps of packaging
1. Defining the universe of reference
2. Selection criteria
3. Strength
4. Distinctiveness
5. Credibility
6. Sustainability
Positioning is biased
Formulation positioning
Positioning and communication strategy

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Extract

[...] The types of criteria generally used for positioning are: An objective characteristic of the product (the car with the lowest consumption in its category); A particular use of the product, time or place of consumption (positioned as a biscuit taste of schoolchildren); A particular category of consumers (the cheese of children); A psychological or symbolic value of the product (youth, adventure, the virility, the thinness); These criteria are widely used in areas where competition is important and functional characteristics of products not easily discernible by the consumer (perfumes, whiskey etc Selection criteria Strength The positioning must be based on a selection criterion of sufficient importance to the target consumer, that is to say, a motivation to purchase. [...]

[...] The position adopted based on its proximity: Nearness in the objective sense, is justified by the dense network of branches, by the number of ATMs available to customers; Nearness in the psychological sense: A bank oriented to the daily concerns of its customers to place their interests above the imperatives of immediate profitability; Nearness in the sociological sense: it is a mutual bank, for which customers are members who participate in management. The bank focuses primarily on individuals, whatever their social background, and wants to stand out from the cold and elitist image that will give some competitors Positioning and communication strategy In marketing strategy, the definition of positioning is the phase that most [...]

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