Product Positioning (Позиціонування товару)

No matter which target marketing strategy is selected, the overall(загальна) marketing strategy should involve(включати, містити) the process of positioning the firm’s offerings(пропозиції) in ways that will appeal(приваблювати) to targeted customers. Positioning is concerned(стосується, має відношення) with the perception(сприйняття) customers hold regarding(щодо) a product or company. In particular,(зокрема) it relates to marketing decisions an organization undertakes(здійснювати, брати на себе) to get customers to think about a product or company in a certain way compared to its competitors(конкуренти). The goal(ціль) of positioning is to convince(переконати) customers to believe the marketer’s offerings are different in some way from its competitors on an important benefit(перевага, вигода) sought by the market. For instance, if a customer has discovered she has a need for an affordable laptop computer, a company such as Dell may come to mind since their marketing efforts position their products as offering good value at a reasonable cost.

To position successfully the marketer must have thorough(ґрунтовні, детальні) knowledge of the key benefits(переваги) sought(які шукає ринок) by the market. Obviously(очевидно) the more effort(зусилля) the marketer expends(затрачає) on segmentation (i.e., reached Stage 3) the more likely(більш ймовірно) they will know the benefits sought by the market. Once known(коли він виявить переваги), the marketer must: 1) tailor(пристосовувати) marketing efforts to ensure(щоб бути впевненим) their offerings satisfy the most sought after benefits, and 2) communicate to the market in a way that differentiates the marketer’s offerings from competitors.

For firms that seek(прагнуть) to appeal to multiple(численний) target markets (i.e., segmentation marketing), positioning strategies may differ for each market. For example, a marketer may sell the same product to two different target markets, but in one market the emphasis(наголос) is on styling while in another market the emphasis is on ease-of-use(легкість у використанні) benefits. The important point is that the overall(загальна) market strategy must be evaluated(повинна оцінюватися) for each target market since what works well in one market may not work as well in another market.

Positioning is likely to be multidimensional (багатовимірне), i.e. it is measured against several variables. One of these will almost certainly be cost, another will be quality, and others might include reliability, brand image, service quality, or product range. Marketers need to decide which factors are crucial(вирішальний) in the minds of the target segment, and position accordingly.

Repositioning the firm or its products means changing the perceptual map of the consumers. This may only mean reminding people of the importance of a product feature(особливість) they already know exists(існує), or it may mean informing them of a new product feature. It may even mean drawing comparisons(наводити порівняння) with other products, not necessarily in the same industry: calling your product ‘the Rolls Royce of …’ or (in the USA) ‘the Cadillac of … ’ positions the product quickly in people’s minds.

Positioning messages need to be clear(чіткі), consistent(послідовний), competitive (конкурентний), and credible(надійний).

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