The Power Of Positioning

BMW is “The ultimate driving machine.

The Ford Escape promises “So much fun. So little fuel.

Video site Hulu, you can “Watch Your Favorites. Anytime.Free.”

YouTube let’s you “Broadcast Yourself.” moreover, McDonald’s you’ll be saying “i’m lovin’ it,” whereas at Burger King you can “Have it your way.”

Such deceptively simple statements form the backbone of a product’s marketing strategy.

For example,Burger King designs its entire worldwide integrated marketing campaign—from television and print commercials to its Web sites—around the “Have it your way” positioning.

In positioning its product(s), the company first identifies possible customer value differences that provide competitive advantages on which to build the position.

The company can offer greater customer value by either charging lower prices than competitors or offering more benefits to justify higher prices.

But if the company promises greater value, it must then deliver that greater value. Thus, effective positioning begins with differentiation—actually differentiating the company’s market offering so that it gives consumers more value.

Once the company has chosen a desired position, it must take strong steps to deliver and communicate that position to target consumers.

The company’s entire marketing program should support the chosen positioning strategy.

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