Market positioning is the positioning of enterprises and products in the target market. Market positioning was put forward by American marketers AL Ries and Jack Trout in 1972. Its meaning means that an enterprise creates a distinctive and impressive image for its products according to the position of competitors' existing products in the market and the importance that customers attach to certain characteristics or attributes of the products, and vividly conveys this image to customers, so as to determine the appropriate position of the products in the market.
Extended data:
1, positioning according to specific product characteristics.
Many factors that constitute the inherent characteristics of products can be used as the principles on which market positioning is based. Such as ingredients, materials, quality, price, etc. The positioning of "7-up" soda is "non-cola", emphasizing that it is a decaffeinated drink, which is different from cola drinks.
Tylenol painkillers are positioned as "non-aspirin painkillers", which shows that the pharmaceutical composition is essentially different from the previous painkillers. The market positioning of an imitation fur coat and a real mink coat will naturally be different. Similarly, the positioning of stainless steel tableware is the same as that of sterling silver tableware, which is also incredible.
2, according to the specific use and purpose of positioning
Finding new uses for old products is a good way to create new market position for products. Baking soda has been widely used as household toothbrush, deodorant and baking ingredients, and many new products have replaced some of the above functions of baking soda.
As we have introduced, baking soda can be positioned as a deodorant for refrigerators, and another company uses it as an ingredient in sauces and gravy, and another company finds that it can be used as a drink for patients with influenza in winter. In China, there used to be a manufacturer of "biscuits". At first, it positioned its products as family snacks. Later, it was found that many customers bought them as gifts and positioned them as gifts.
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