Positioning: image that attract customers

After we choose market segment correctly, the question: how to attract prospect? What is reason to buy our products? If we blind about their reason to buy, we can misthink that they buy a cheapest one, as we are. But it is not simple as it is. They need credibly products and service, they need easy to access products, they need fast to access, eventhough products is not cheapest.

How to attract the prospects? To attract the prospect is give them a image that our products have reason to buy. It is not enough, our products is have reason to buy better or different than competitor, not only better. This is positioning, image about product that we will fill in their minds. More preferable your products in their minds, preferable (better or difference), they are more interested to buy your products.

David Beckam have so many advertisement and money than Ronaldo, it is not because he is best player that only fit for sport and health products only, he also positioning herself as fashion icon. His dress, hair style and so on is very fashionable, so so many fashion manufacturer that big market size is interested to him.

There ar 4 tips to make positioning

First, positioning is must positive image about your products or company, that to be reason to buy by customer.

Second, positioning is reflect your strenght, so it is easy for you to fullfill your image. Positioning is promise that attrack them. So you must fullfill your promise. If you can not fullfill your promise, they disappointed and leave you.

Third, positioning is must be unique, so different than competitor. We must give them reason not only to buy our generic product, but also to buy from our company. We give them reason to prefer ours than competitor.

Fourth, positioning is must sensitive to dinamic of situation. is our positioning relevant to situation, it is not out of date.

Nokia have positioning: technology that understand you. Nokia is not best technology. Nokia is low technology than Siement, Sony Ericcson. But Nokia is have positioning that different, it is not sophisticated handphone technology, but fashion handphone. Nokia is best style handphone, packaging. It is easy to replace packaging of Nokia. And packaging is beautifull. Nokia also easy to use, keypad is easy, navigation is easy. And it is what customer want, different than another company. It is good positioning.

Coca Cola and Pepsi. Product is same. Positioning is different. Coca cola give image that they is “real thing”. They give image that they are real, another is unoriginal. So coca cola, unstraightly say that Pepsi is unoriginal cola. But pepsi is not accept by their positioning. Pepsi’s positioning is Generation next, so Pepsi unstraightly say Coca Cola is old generation. Both cola company have their own segment and market and big.

Body Shop is cosmetic company. If they have position as best beauty cosmetic, they must compete with another big company like Revlon, customers are not easy to accept wheter Body Shop is best beauty cosmetic, better than Revlon. But, Body Shop have different positioning. Body Shop’s positioning is to be cosmetic that environtment friendly. They not only business for profit only, but also activist to protect environtment. They campaign environtment protection. And Body shop have their own market and loyal customer. Body shop maybe not win in all segmen of women cosmetic, but they win in customer that sensitive to environtment.

Positioning concept Al Ries concept that improve previous concept that marketing is find a need and fill it. It is not enough because what about competition? If we can find a need and fill it, but we can not compete, it is waste. So Al Ries breakthrough with positioning that strategi to win competition. Competition is not only price, product, but the war field in the mind of customer. So challange of company is how to win in the mind of customer. How to find unique and useful image so they prefer us than competitor. If we can not win in broad market, maybe we can win in specific market.