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Market Positioning Strategies Guide

1. A firm must determine its competitive frame of reference by identifying competitors and analyzing them using SWOT analysis. This allows the firm to find opportunities and understand competitors' behaviors. 2. The firm should establish points of parity (POP) and points of difference (POD). POPs are shared attributes while PODs are unique, positively associated attributes that cannot be found with competitors. 3. The firm creates a memorable, meaningful, and inspiring brand mantra that communicates the brand's unique point of difference to clarify its positioning in the market. Properly establishing this positioning guides all organizational communications and actions.

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116 views3 pages

Market Positioning Strategies Guide

1. A firm must determine its competitive frame of reference by identifying competitors and analyzing them using SWOT analysis. This allows the firm to find opportunities and understand competitors' behaviors. 2. The firm should establish points of parity (POP) and points of difference (POD). POPs are shared attributes while PODs are unique, positively associated attributes that cannot be found with competitors. 3. The firm creates a memorable, meaningful, and inspiring brand mantra that communicates the brand's unique point of difference to clarify its positioning in the market. Properly establishing this positioning guides all organizational communications and actions.

Uploaded by

Shoaib Sharif
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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How can a Firm Develop and Establish an Effective Positioning in the Market

Positioning: is the act of designing a company’s offering and image to occupy a distinctive
place in the minds of the target market. For companies, a good positioning has a “foot in the
present” and a “foot in the future”. Positioning strike the right balance between what the brand is
and what it could be.

Develop and Establish and Effective Positioning:

1. Determine the Competitive Frame of Reference: defines that which other brand you
competes and which brand you focus of competitive analysis. The decision of competitive
frame of reference is closely linked with the decision of target market. There are two
important ways to determine your competitive frame of reference:
 Identifying and Analyzing Competitors: defining a competitive frame of reference for
brand positioning is category membership – it is products or set of products that are closely
substitutes for one another. For example, Coca-Cola Dasani is a major water competitor of
Aquafina brand and Wells Fargo is a major banking competitor of Bank of America. To
analyze competitors, we have SWOT Analysis:

This is the best way to find the opportunities and able to take advantage of them. Every brand
needs to evaluate their overall strength, weakness, opportunities and threads. If companies
identify their main competitors, they must ask: what is each competitor looking in a
marketplace? What is it behavior? Factors like size, history and management is beneficial
2. Determining the Point of Parity and Point of Difference: POD is attributes that
consumer strongly associates with a brand, positively evaluate and believe they could not
find with a competitive brand. For example Apple known for its design, ease of use and Nike
known for its performance, innovative technology and winning. Creating strong and unique
associations is very difficult but an important part for competitive brand positioning.
Whereas POP is the association that are not unique to the brand but may be shared with
others brands. For example, there are three brands: Mentos, Clorets and Halls, the point of
parity of these brands are Mint candy, Packaging size, similar price, similar size and Fresh
taste.

3. Creating a Brand Mantra: To design a brand mantra, there are three criteria for a brand
mantra:

 Communicate – to clarify what is unique about the brand


 Simplify – should be memorable
 Inspire – should be meaningful and relevant

To conclude all three criteria, we have a perfect example of Nike (Athletic Performance)

Words that describe the nature of products or type of experiences can be crucial to recognize the
appropriate categories, the brand mantra focus more exclusively on point of difference. Only few
brands associations making up the brand mantra. It is design with internal purpose in mind.
Establishing Brand Positioning:
After determining brand positioning strategy, marketers should communicate it to everyone so it
guides their words and actions. To make it more easily, we have brand positioning bull’s eye
which provides content to improve the positioning of brand in the organization.

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