Marketers manage businesses to satisfy consumers by considering competition and costs. Marketers try to win the hearts of consumers. Besides that, you also think about how economical marketing work is. If marketing costs are expensive and costs are borne by consumers, consumers don’t necessarily want to. Product not bought.
With such a task, the positioning concept provides answers. Positioning is a competitive strategy and also time-saving on marketing costs.
What is Positioning
In the words of Al Ries and Trout, positioning is how to differentiate yourself in the minds of consumers. That is different than our intention. Our self-intention, when talking about product positioning, is a product. The product in the minds of consumers is a mental concept about the product. Positioning is a critical factor of failure or success of the product on the market.
Al Ries explains that positioning is not what you do on the product. Positioning is what you do to market prospects minds. You put the product in the mind of the prospect. (Ries and Trout, 1982: 2). Positioning is the activity of designing corporate offerings and images so that the target market’s mind can pay attention to and accept different and meaningful competitive images.
Positioning is an image or picture of a product, company, or person. The chemical composition of Lux soap and lifebuoy is not much different. What is far different is its image. The image of lifebuoy soap is health soap, while lux soap is a beauty soap. To build that image, the company designed messages, packaging, fragrances.
What’s Matter in Positioning
What is the importance of positioning or mental concepts in the minds of consumers? There are two reasons. First, superior products with large benefits and low prices are useless until target markets know about it. Second, good positioning will have an impact on sales. If the positioning is about something useful that is relevant to the needs of the target market, it has a differentiation that makes it feasible to be chosen by the target market, and it is worthy of trust. Then positioning is an important factor that leads consumers to choose that product.
How to Create Positioning
The number of marketers is very large in the market. All want to be remembered with positive associations that have an impact on sales. How to win the competition? Al Ries suggests three strategies.
Strengthen Positive Image
Strengthen positions with associations or images as the best, the original, number 1.
Best at Specific Category
If it cannot be the best, if the position is above number 6, it is better to create a new category. It’s like if you can’t become the best furniture factory in Jepara, look for other fields that can become champions. For example, the most complete classic furniture factory, the best garden furniture shop, the only art noveau-style furniture, the only furniture that uses the internet of things technology, a classic chair specialist, and so on. The best furniture factory in Jepara in the order of 15 will not be known to people, but if you enter a new category that has not been inhabited, people can still remember.
Depostioning the Competitor
De-position or repositioning of competition. The deposition can take the form of lowering the competitor’s position. Lowering the competitor’s position automatically raises his position if the competition is two camps. This is a way of winning by demeaning competitors. Winning with the Deposition can also be without having to be a winner in a new category while making other categories less relevant. For example, Dove soap puts itself moisturizer or moisturizer. Dove claims not soap. Soap makes skin dry if moisturizer does not. Positioning Dove shifts the position of other soaps