Blankson and Kalafatis expressed eight factors used in making product positioning. This can help marketers in formulating product positioning.
- Best in the top of the range category/class
- Trusted or tested
- The origin of the country
- Brand name
- Made from selected materials, skills, processes
The list compiled by Blankson helped inspire the positioning theme. One positioning can have more than one factor. For example, Indomie works as the best in the class of instant noodles in Indonesia. The position has the best element in its class, the origin of the country and the brand.
In order to successfully stick in the mind of the target market, positioning needs to have the following characteristics.
- Clarity. It must be clear what the brand is and where it is compared to other brands.
- Credibility. Positioning must be logical and reliable.
- Consistency. The message in the brand must be consistent. Products, prices, and location must also support message consistency.
- Competitiveness. If not the best, look for different positions and categories so they cannot be compared.
How can positioning save on marketing costs?
As we know, Positioning is a package that includes segmentation and targeting. It can be seen from the positioning definition. Positioning is a mental concept that distinguishes you from competitors in the minds of the target market. You can this product, brand, company. This definition presupposes the determination of the target market. There is an idea of who the market is being targeted for positioning.
The choice of market groups targeted by businesses is the key to saving marketing costs and business feasibility. Meanwhile, the target market has different costs and opportunities. It is better for companies to choose a target market that they can serve with economical marketing costs. The more affordable the target market is with your business, the cheaper the marketing costs.
In conclusion, the cheaper the cost of promotion and communication with the target market, the more cost-effective marketing. In addition, the greater the difference between costs and income from the target market, the more feasible the target market is. In addition, the more you are able to satisfy the target market, the greater the income per cost ratio. That is a consideration of the selection of the target market. Thus, determining the target market implicit in positioning is one of the efficiency strategies of a marketing program