Product placement (and have a place in the minds of consumers)
Depending on who you talk, the placement of marketing is a phrase that many different meanings, it has many different marketers. I define the positioning as the way in which the customer your product maps in their heads than similar products available to them.
Let me explain in detail.
(I am now able to consider in Australia so some of these brands or not aware, but I'll do my best to be universal) In the passenger car market, we map in our heads, such as positioningit may seem.
Status Symbol / luxury Mercedes Benz / Lexus Drivers serious: Serious BMW Sport: Porsche Safety: Volvo family: Holden and Ford (6 cylinder) buy: Toyota Affordable Europe: economic Volkswagen Hyundai Hoon: cut everything with the holes in the hood Wheels Large and strong as the muffler. (Suburu seem very popular in this group.)
You get the idea start?
Of course not as simple as that card. We can add other variables to create a "position" for us.These variables can have sex, age, location, personal aspirations, budget and so on.
For example, in Australia, such as women driving a sedan (like a VW Golf), it is easy to load into the basket in the boot (or trunk if you're in America).
Then, positioning Volkswagen Golf might be:
"Affordable European women who shop"
Let us know how easy it is affecting your stance and I will look like one of my favorite current useExamples of McDonalds.
What is the McDonalds on the average person? Well, it was a burger place, and that's how we saw it all in our heads. That was very powerful, because they were a McDonald's hamburger popular takeaway food and McDonald's was the first major hamburger joint and the property "position" in our minds. If you thought burgers - think McDonalds.
The marketing department of McDonald's reinforced this perceptionfor us - through television and other media. We have them - and we have attributed to the ownership of McDonald's hamburgers.
E 'is powerful because consumers do not really like to think of everything - and if I mind are as powerful as McDonald's and their "place" in the consumer, make it easy for the consumer. They know just what to do and you walk the course.
Here in Australia, Bill McDonald the same - you might think, in responsethe growing negative perception of the quality of food and general concerns about obesity community.
E 'recently released "Roll Deli. But hey, says the consumer is not so, the subway system? It has chicken nuggets on the menu. Hey, it's not KFC? And some of their stores have to sell McCafe coffee and a muffin . Hey, it's not Starbucks?
So again, where McDonald's had a very clear position in 'the minds of consumers there are people who are trying to be all things to andThe first rule when it comes to branding, not all things to all people - you will fail.
Ask consumers to think about your brand and ask them to shift quantum leap in their perception of your brand (as well cared for, that in all the years) is a massive ask. From the website of Hamburg, around which everything from one place to give children a place for adults, a "fast food" perception tell us that health problems? McDonalds is serious.Its consumers are not to receive it.
The three steps to create and communicate a position.
1. Before you think about your product on the Internet. When you create the positioning for the product, you have to think now the characteristics of the product (car attributes include safety, durability, speed, comfort and so on).
The best way to find out what is the most important attribute is to ask questions of potential buyers. What do you think your customersProducts? What is the most important attribute for them? What would compel or persuade them to buy the product via an alternative?
(If you are trying to advertise or promote your product, you can also ask where to find information on products, and which language to use when talking about them.)
2. Select the attribute that best for your product. The rules are that if you are the first product on the market in your category, you can have a choice of "possession"each attribute that you can position your product against, and would like to choose the most important attribute for that product with respect.
But if you're not the first product in the category have different rules.
The rule of the trailer is the opposite of the leader to be done to offer the consumer a real alternative. (Think black versus white MP3 i-Pod).
It 's a very rare opportunity to copy your competitors and win.
3. Now, tell the worldFinally, with a position is half the battle. The other half is the way to communicate this position with consumers.
All brands and products have a personality. The elements of a personality are bought its name, packaging, pricing, advertising and what it does and where it is. His personality is ultimately his image.
Once elected, each element of your brand must be consistent with your chosen image. You do not already use the old style no logo on a product "modern"packaging "Boring" on a product "exciting" ... and so on.
Everything must be in line (and stay that way), so as to avoid the temptation to place your mark on a regular basis - you'll only confuse customers.
As you pull all promotional activities, each piece should reinforce that brand image promotion. If not, should not be issued or accepted by you.
If you are the first in the product category, should include a guide to its positioning statement. "Thethe first (whatever) for (that) "" Fastest Growing (whatever) "" The largest supplier of (whatever) "" America's No. 1 for (anyone). "
Seating for large items for sale or check out my bio to www.fionamackenzie.com.au
