Positioning is Important to Sell

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

Leave a Comment

Privacy Preference Center

Google Adsense

We use cookies to make advertising more engaging to users and more valuable to publishers and advertisers. Some common applications of cookies are to select advertising based on what’s relevant to a user; to improve reporting on campaign performance and to avoid showing ads that the user has already seen.

Google uses cookies like NID and SID to help customise adverts on Google properties, such as Google Search. For example, we use such cookies to remember your most recent searches, your previous interactions with an advertiser’s adverts or search results and your visits to an advertiser’s website. This helps us to show you customised adverts on Google.

We also use one or more cookies for advertising that we serve across the web. One of the main advertising cookies on non-Google sites is named ‘IDE‘ and is stored in browsers under the domain doubleclick.net. Another is stored in google.com and is called ANID. We use other cookies with names such as DSID, FLC, AID, TAID and exchange_uid. Other Google properties, such as YouTube, may also use these cookies to show you more relevant adverts.

Sometimes advertising cookies may be set on the domain of the site that you're visiting. In the case of advertising we serve across the web, cookies named ‘__gads’ or ‘__gac’ may be set on the domain of the site that you're visiting. Unlike cookies that are set on Google's own domains, these cookies can't be read by Google when you're on a site other than the one on which they were set. They serve purposes such as measuring interactions with the ads on that domain and preventing the same ads from being shown to you too many times.

Google also uses conversion cookies whose main purpose is to help advertisers determine how many times the people who click on their adverts end up purchasing their products. These cookies allow Google and the advertiser to determine that you clicked on the advert and later visited the advertiser site. Conversion cookies are not used by Google for personalised ad targeting and persist for a limited time only. A cookie named ‘Conversion‘ is dedicated to this purpose. It's generally set in the googleadservices.com domain or the google.com domain (you can find a list of domains that we use for advertising cookies at the foot of this page). Some of our other cookies may be used to measure conversion events as well. For example, DoubleClick and Google Analytics cookies may also be used for this purpose.

We also use cookies named 'AID', 'DSID' and 'TAID', which are used to link your activity across devices if you’ve previously signed in to your Google Account on another device. We do this to coordinate that the ads you see across devices and measure conversion events. These cookies may be set on the domains google.com/ads, google.com/ads/measurement or googleadservices.com. If you don't want the ads that you see to be coordinated across your devices, you can opt out of Ads Personalisation using Ads Settings.

__gads, __gac
__gads, __gac

Google Analytics

We use Google Analytics to analyse the use of our website. Google Analytics gathers information about website use by means of cookies. The information gathered relating to our website is used to create reports about the use of our website. Google’s privacy policy is available at: https://www.google.com/policies/privacy/

ga, gat
ga, gat



e do this in order to identify malicious visitors to our Customers’ websites, to reduce the chance of blocking legitimate users, and to provide customized services.



This cookie is used to provide the social sharing functionality on our careers advice article pages