Briefly describe the basic process of market positioningThe basic process of market positioning, whi

1. Market research.

2. Analysis and investigation of competitor market.

3. Market segmentation standards.

4. Market segmentation.

5. Screening of target markets.

6. Select the target market.

7. Market positioning.

Positioning one's product in another market makes one's product significantly different from a strong competitor in terms of certain characteristics or attributes. This strategy allows you to quickly gain a foothold in the market and establish a certain image in the minds of consumers. Because this practice is less risky and has a higher success rate, it is often adopted by most enterprises.

1) Analyze the current situation of the target market and identify potential competitive advantages.

2) Accurately select the competitive advantage and initially position the target market.

3) Show unique competitive advantage and repositioning.

1. Regional positioning:It means that when the enterprise carries out the marketing strategy, it should establish the market area to be entered for the product, that is, to determine whether the product enters the international market, the national market, or in a certain market, a certain place, etc., only to find their own market, will make the company's marketing plan successful.

2. Class positioning:Every society contains many social strata, different strata have different consumption characteristics and consumer needs, what class is the company's products for, is the problem that enterprises should consider when choosing the target market.

According to different criteria, people in society can be divided into different classes, such as according to knowledge, there are high-knowledge class, middle-knowledge class and low-knowledge class. To carry out class positioning, it is necessary to firmly grasp the characteristics of the needs of a certain class and meet their needs from all levels of marketing.

3. Career positioning:It means that enterprises should consider what profession to sell products or services to when formulating marketing strategies, sell feed to farmers and breeders, and sell stationery to students, which is very obvious, and what can really produce marketing benefits is often those that are not obvious and not easy to be perceived.

When positioning in the market, we must have a pair of eyes that are good at discovering and discovering the blind spots of competitors in time, so that we can obtain huge gains in the field of positioning.

4. Personality positioning:It is to consider how to sell the company's products to people with special personalities. At this time, you can achieve the best marketing effect by selecting a group of people with the same personality as your own positioning target and implementing a marketing strategy based on their hobbies.

5. Age positioning:When developing a marketing strategy, businesses also need to consider the age of the people they are selling. People of different ages have their own different needs and characteristics, and only by fully considering these characteristics and meeting different consumer requirements can we win consumers.

For example, for baby products, the marketing strategy should be developed for the mother, because the baby products are mostly purchased by the mother.

According to the position of the competitor's existing product in the market, the enterprise strongly shapes the distinctive and impressive personality or image of the company's product according to the consumer's or user's attention to a certain feature or attribute of the product, and vividly conveys this image to the customer, so that the product determines the appropriate position in the market.

Concept: Market positioning: refers to the marketing design of the enterprise according to the psychology of potential customers, the creation of a product, brand or a certain image or a certain personality trait of the enterprise in the minds of the target customers, and retains a deep impression and unique position, so as to gain a competitive advantage.

Strategy: Avoiding strong positioning Strong positioning strategy: refers to the company's efforts to avoid direct competition with the strongest or stronger other enterprises, and positioning its products in another market area, so that its products are significantly different from the strongest or stronger opponents in some characteristics or attributes.

Extended Materials. The principle of market positioning.

The products operated by each enterprise are different, the customers they face are different, and the competitive environment they are in is also different, so the principles on which the market positioning is based are also different. Generally speaking, the principles on which market positioning is based are as follows:

1) Positioning according to specific product characteristics.

Many of the factors that make up the intrinsic characteristics of a product can be used as principles on which the market positioning is based. Such as the ingredients, materials, quality, etc. "7-Up" soda is positioned as "non-cola", emphasizing that it is a caffeine-free drink, which is different from cola-based beverages.

The positioning of the "Teninol" painkiller is a "non-aspirin painkiller", indicating that the composition of the drug is fundamentally different from that of previous painkillers. The market positioning of a faux leather jacket and a real mink leather jacket will not be the same, and similarly, stainless steel tableware is unbelievable if it is positioned the same as sterling silver tableware.

2) Positioning according to specific use occasions and uses.

Finding a new use for an old product is a great way to create a new market niche for that product. Baking soda was once widely used as a household toothbrushing agent, deodorant and baking ingredient, and there are many new products that have replaced some of these functions. We've introduced baking soda as a refrigerator deodorant, another company has used it as an ingredient in sauces and meat marinades, and another company has discovered that it can be used as a popular drink for winter patients.

There was a manufacturer of "cookies" in China who initially positioned its products as family snack food, and later found that many customers bought them as gifts and positioned them as gifts.

3) Positioning according to the benefits obtained by customers.

The benefits that the product provides to the customer are the most tangible for the customer to experience, and can also be used as the basis for positioning.

Miller, USA, 1975. A low-calorie "lite" brand beer was launched, positioning it as a beer that would not gain weight, catering to those who drink beer regularly and are worried about gaining weight.

4) Positioning according to the type of user.

Companies often try to target their products to a specific type of user in order to create the right image based on the perceptions of those customers.

Briefly describe the process of market positioning. Be cautious.

View Answer Analysis [Correct Answer] The process of market positioning includes:

1) Analyze the competitive landscape of the target market.

2) Identify the basis for the customer's choice of various alternatives.

3) Evaluate the relative importance of the benefits pursued by the customer.

4) Determine the position of the competitor in terms of important attributes.

5) Choose a competitive advantage.

6) Show a competitive advantage.

Answer Analysis] This question examines the process of market positioning. See textbook p229-230.

Effective conditions for market positioning: must have a clear understanding of the selected target market; The interests that are the basis of positioning must be valued by the target consumer; The positioning must be supported by the combination of marketing pure liquid imitation sedan; Positioning requires communication with consumers.

Market positioning refers to the arrangement made to give a product a clear, special and desirable position in the minds of the target consumer in relation to the competing product.

Market positioning is the position of a company and its products in the target market.

Marketing positioning: Marketing positioning, also known as "marketing positioning", is a marketing technique used by marketers to shape the image or personality of a product, brand or organization in the minds of the target market (where the target market refers to customers and potential customers in the market).

1.Methods of target market positioning.

The methods of target market positioning can be summarized as follows:

1) Positioning with specific product characteristics. Especially for new products, certain features of the product are often beyond the reach of competitors. This positioning tends to be easy to achieve.

2) Use positioning according to specific products. If an old product finds a new purpose, it's also a good way to create positioning for that product.

3) Target specific product users. Companies often try to direct certain products to the right users or a certain market segment, so as to establish a suitable image according to the characteristics of that market segment.

4) Positioning according to specific product grades. The product can be positioned as a product grade of another class similar to it, or it can be emphasized as a product of the same grade and has some different characteristics.

5) Counter the positioning of another product. Positioning can be made on the basis of hinting at the unfavorable characteristics of another product. For example, a beverage factory produces colorless beverages to position; to imply that the coloring of colored beverages is not good for human health.

2.Market positioning strategy.

Enterprises generally have three strategies to choose from for target market positioning.

1) Discover the strategy. That is, positioning by discovering new areas that do not overlap in the market. When the enterprise evaluates and analyzes the position of competitors, the actual needs of consumers and its own product attributes, it is found that there is a gap or gap in the existing market, and this gap or gap has enough consumers and exists as a potential division.

And companies find that their products are difficult to match head-on, or that this potential area has more potential than the old area. In this case, an excavation positioning strategy can be adopted.

2) Fall into the strategy. When an enterprise finds that there are many competitors in the target market, but after careful analysis, it is found that the market demand in the region has great potential, and the enterprise also has the conditions to adapt to the regional environment, the enterprise can adopt the strategy of entering the region, enter the division, and share the market with other competitors.

3) Substitution strategy. That is, to drive the other party out of the current market position, and replace it by the company. To adopt this strategic positioning, enterprises must have obvious advantages over competitors, and must provide products that are better than each other, so that most consumers are willing to accept their own products, but are not willing to accept competitors' products.