How to position your business? How should enterprise products be positioned?

Brand positioning is a brand-specific business decision based on market positioning and product positioning. It is the process and result of building a brand image that is relevant to the target market. Brands that succeed in capturing a focal point in the minds of their customers are far more likely to succeed than representing variety.

How to successfully position your brand.

In the face of increasingly fierce competition in market segments, accurate brand positioning has become a crucial competitive strategy. Therefore, enterprises should start from market demand and establish brand positioning on the basis of reasonable evidence. How businesses can successfully position their brands.

Overall brand positioning.

By analyzing the current situation, product advantages and selling points of the company or brand, clarify the service needs and matters; Analyze the market environment and competitors through industry data reports, data software, and market research. According to the advantages of the product, the growth analysis of the brand is carried out, and the brand's first-class operation strategy and implementation details are proposed.

Segment positioning.

According to the product category positioning, through the analysis and sorting of the above data, find out the blank market segment, and design according to the brand story, brand tonality, brand logo design, slogan and other information.

Customer segment targeting.

According to the analysis of the market segment, find out the accurate target customer group, circle the appropriate or potentially suitable customer group through the crowd classification, and detail the product specifications, packaging methods, product sales channels, etc. in order to adapt to the customer experience and interests of the target customer.

Brand Positioning.

Good reputation: think about what consumers think and solve consumers' urgency. Operate in good faith and legally.

Loud slogan: A loud slogan will make people remember, and remembering is a business opportunity. Brand Ambassador:

Good personality, good image, good temperament, in line with product temperament, in line with consumer groups. The emergence of brand effect: enter a period of high return on investment.

**Positioning. Analyze the market situation of related categories of products in the existing market and divide them into ** intervals. Competitors' pricing strategies can be analyzed in different ranges, and tiered pricing can be executed based on their own product costs (product final cost, operating costs, personnel costs, fixed platform costs) and selling points.

Product structure positioning.

Analyze the product market share of different existing ** intervals, analyze the product characteristics of self-owned products and existing mainstream ** intervals, and clarify the product structure with market demand as the goal. The product structure is then fully designed by specifying the different product lines, product families and corresponding selling points.

Brand positioning is the core work of brand strategy, which belongs to the category of top-level design of enterprises. It has a profound impact on a brand's market performance in the later stages of actual work.

Step 1: Whose needs are met – target market and user positioning.

First of all, we screen the market to confirm which market our products serve and what track they are in. For the process of selecting target users, it is necessary to determine the criteria for market segmentation to segment the overall market, evaluate the market segmentation, and finally determine the selected target market.

Target Market Positioning Strategy:

Ignore the differences and offer only one product to the entire market;

Pay attention to differences and provide different products for each sub-market;

Select only one segmented sub-market and offer the corresponding product.

Step 2: Whose needs are met: Product demand positioning.

Whose needs are met is the process of constantly understanding the needs, that is, the positioning of product needs. The target demand for product positioning here refers to the determination of the demand for the target market, not according to the category of the product, nor according to the surface characteristics of the user, but according to the value of the user's demand. When users buy a product, they always want to get the value of a certain product.

The product value combination is realized by the product function combination, and different users have different value demands for the product, which requires the same product as the appeal point. In this process, it is necessary to investigate the needs, and the acquisition of these needs can guide the development of new products or product improvements.

Step 3: Whether the needs are met.

It is mainly designed or improved for the characteristics of its own products. Test the user's preference with a minimum viable product or demo. Whether users can accept the product and use it. Meeting needs can be studied in a four-step approach:

Examine the explainability and dissemination of products;

Analysis of the market development degree of similar products;

Correlation analysis between product attribute positioning and consumer demand;

Analysis of the user's choice to purchase intent.

Step 4: Differentiate value points.

The differentiation value point needs to solve the combination of target needs, product offerings, and the characteristics of competitors, and at the same time, it is necessary to consider how these unique points are integrated with other marketing attributes (which). On the basis of the above research, combined with user-based competition research, the positioning of marketing attributes is carried out.

Repositioning refers to the process of changing the product characteristics of the enterprise, changing the original impression of the target customer, and making the target customer have a new understanding of the new image of the product. Repositioning is essential for companies to adapt to the market environment and adjust their marketing strategies. Even if the positioning of a company's product in the market is appropriate, it needs to be repositioned when:

1) The products launched by competitors are positioned near the company's products, which encroaches on part of the company's market and reduces the market share of the company's brand. (2) Consumer preferences have changed. For example, JDB in marketing cases 9-8 adjusts its positioning according to consumer changes.

Targeting is based on extensive data analysis.

It's not a pat on the head.

1.First of all, it is necessary to understand and formulate the nature of the company, what to buy, what to do, and what is mainly provided for customer service.

First of all, to set the company's positioning, we should consider market demand and differences. It is recommended to start with the following aspects:

1.Target customer groups: Determine the company's target customer groups, understand their needs and pain points, so as to provide more accurate products and services, and win customer reputation and market share.

Company development. 2.Highlight differentiated competitive advantages: In comparison with competitors, highlight their own unique advantages, such as technology research and development capabilities, brand image, service quality, etc. At the same time, we continue to innovate products and services and continuously improve our competitiveness.

3.Implement sustainable development strategy: pay attention to the sustainable development of the company, start from long-term interests and social responsibility, formulate reasonable business strategies and plans, adhere to innovation and excellence, and create value for customers, employees, shareholders and society.

In short, the company's positioning must meet the market demand and customer expectations, and at the same time have a differentiated competitive advantage and sustainable development strategy, in order to gain an advantage in the market competition and long-term stable development.

First, the person to set the post.

This is the most common employment system adopted by general enterprises at the beginning, and the emergence of this employment system is related to the idea of "people-oriented and respect for talents" in China since ancient times. In the start-up period, due to the lack of internal management experience, sometimes the company does not understand what kind of talents the enterprise really needs, but instinctively believes that as long as it is talent, it will be beneficial to the development of the enterprise. Therefore, once these companies find a certain aspect of talent in the talent recruitment process, they will show a "thirsty for talent" mentality, regardless of whether the talent is useful in the enterprise.

If there is no suitable position in the company, the company will subconsciously adopt the "tailor-made" method to set up another position or department for the talent when doing job analysis, which is "setting up posts by people and setting posts according to people". This system may show the idea of "people-oriented, respect for talents", but on the other hand, it shows that the enterprise in the early stage of development, especially in the process of talent recruitment, there is no clear selection criteria or selection skills, then the enterprise will develop the employment system will highlight its blindness.

This problem occurs mainly because the company is unable to clearly identify "what can people do?" And "what can people do for the enterprise?" "The difference between these two issues is that companies feel that talents are rare and would rather be indiscriminate.

In fact, in the development of enterprises, once there are more talents, if there is no clear allocation of functions and positions, there will still be no division of enterprise functions, low efficiency, and redundant personnel.

Another is one of the main characteristics of Chinese enterprises, that is, the factor of "human affection", which is reflected in Chinese enterprises is not uncommon, because in China, any organization inevitably bears the imprint of patriarchal system and human relations. As the saying goes, "the tiger does not leave the brother", in which the family business can be said to be a mutation of "people to set posts", the following phenomenon is often seen in enterprises: the wife is the finance, the brother is the vice chairman, and the brother-in-law is the manager.

This kind of kinship phenomenon has brought unavoidable disadvantages to the enterprise, coupled with the common human relations of general enterprises, go through the back door, and take into account the relatives of shareholders, but also arrange a satisfactory position, as long as the high-level, leaders or favorable people are related to the family to arrange for consideration, resulting in the enterprise employees are superficial, pass the buck to each other, hinder the influx of talents, and crowd out outstanding talents, which has a profound impact on the long-term development of the enterprise.

Second, the post of the person.

"Fixed-post by people" is the most common employment measure in the early stage of development, and when the enterprise has a slight scale and the system is relatively perfect, the enterprise will reform the employment system, so it has produced the "post-fixed" employment system. "Determining posts by people" tends to the traditional Chinese way of thinking, advocating people-centered and people-oriented, while Western enterprise management advocates taking "things" as the core, through functional analysis, setting positions, determining posts and responsibilities, and determining people by posts. These two methods of employing people reveal the differences between Chinese and Western philosophies.

Obviously, in practice, it is easier to achieve "to determine people by posts" than to "to set posts by people". "Determining people by posts" pays attention to a kind of practical spirit, and this kind of employment system is common.

If an enterprise wants to position its own personnel, it must formulate the responsibilities and authority of each position, and require personnel to work in accordance with their responsibilities and authority. This will allow you to determine the appropriate position for each person.

Enterprises should position their internal personnel based on their respective special sessions, as well as their daily performance, academic qualifications, working years and other factors.

Enterprises should give them the correct positioning according to the characteristics of each employee and their strengths, so as to better play their enthusiasm and realize their value, so that for the enterprise, it can promote the development of the enterprise.

If the company positions a person, it also depends on his position and his ability, and if he adapts to his own position, then he can also set a good position.

The company has already positioned its employees, the name is the master, and the rest is the transfer, the subjective initiative of the owner.

According to the characteristics of each person, let them allocate different positions to play the greatest role.

Market positioning is carried out through the following three steps:

Identifying potential competitive advantages is mainly through market research to identify the potential advantages of enterprises in terms of cost and product differentiation, so as to form the basis of market positioning

The positioning of the core competitive advantage of the enterprise is to find out the advantages that the enterprise has compared with the competitors that can obtain obvious differential benefits, so as to determine the core competitive advantage of the enterprise that can be identified

Formulating a strategy to give full play to the core competitive advantage is to formulate a clear market strategy to reflect and give full play to the core competitive advantage of the enterprise

It refers to the unique personality, culture and good image of the enterprise through its products and brands, based on customer needs, to shape the unique personality, culture and good image of the enterprise in the minds of consumers and occupy a certain position.

For a company, a product, a brand, it is impossible to meet all the needs in the market, only some of them. Finding this part of the need and satisfying it with feasible marketing differentiation strategies is the key problem to be solved by enterprise positioning, which also requires enterprises to first select the target market and position themselves themselves, and at the same time seek marketing positioning strategies suitable for their own situations to achieve the effect of enhancing the value of enterprise assets, and ultimately achieve the purpose of enterprise marketing.

1. Analyze the industry and position the core competitiveness. If you want to excel in the market, you must have a competitive advantage, and the first competitive advantage is the core competitiveness; We must focus on the characteristics of the entire industry, first, to observe the value chain of the industry, and second, to observe the difficulties of the industry;

2. Insight into consumers and positioning brand products. To be a brand, we must do it in the hearts of consumers, and we must make products in the minds of consumers; It is necessary to gain insight into the psychological demands of consumers and create products.

Brand concept, insight into the consumer's measurement system, shaping the core selling point;

3. Aim at competitors and locate promotion nodes. It is necessary to adhere to the fist strategy, identify the key points, and strive to promote the activities to see the blood and spend on the blade. Aiming at the characteristics of competitors, accurately grasp the nodes of time and space, and concentrate efforts.