Thinking Dinamically of Positioning
If you say “instant photography” to someone, they will think for Polaroid. If you say “innovative computers,” chances are they will think Apple. If you say “high-quality copying machines,” they might think Xerox. Each of these company has succeeded in positioning itself in the marketplace. Each has established a unique presence for itself and its products. That type of presence is a powerful force in marketing.
Indeed, at the heart of every good marketing strategy is a good positioning strategy. Modern marketing is, to a large enxtend a battle for positioning. If companies are to develop a new style of marketing suited for the new era of rapid change, they must start with a new approach to positioning.
Positioning is always competitive. Costumers think about products and companies in relation to other products and companies. They set up a hierarchy in their minds, then use that hierarchy when making decisions. Once positioning is established -be it negative or positive, leading or following- it is extremely difficult to change. Positioning is vital to success in marketing.
All of marketing -Merchandising, advertising, pricing, packaging, distribution, public relations- grow out of positioning. If a company`s products positioned poorly, the rest of the company`s marketing strategy will be useless.