How do marketers evaluate market segments and choose the best ones to serve?

9.3 Positioning

DEFINED: Positioning is the placement of a product or service offering in the minds of consumer targets.

Positioning involves the development of marketing programs to meet the requirements of target customers. Ultimately, positioning is how your target customers define you in relation to your competitors. Therefore, customer perceptions have much to do with a brand's positioning. The process to establish positioning, provided you are not already positioned precisely where you want, involves competing with all your competitors' marketing communications. Communication of a unique selling proposition (USP) can provide a good basis for successful positioning. A USP is an expression of the uniqueness of a brand in a succinct manner. It can be a commitment that others cannot match, or it can be some distinct aspect of your product or service. There are three types of positioning:

·Functional positioning is based on the attributes of prod-

ucts or services and their corresponding benefits and is

intended to communicate how customers can solve problems

or fulfill needs.

·Symbolic positioning is based on characteristics of the

brands that enhance the self-esteem of customers.

·Experiential positioning is based on characteristics of the

brands that stimulate sensory or emotional connections with

customers.