When you think of brands like Netflix, Disney, Ferrari, and Apple, what words come to mind? These companies have something in common: they all have a strategic positioning that sets them apart from the rest, whether it’s through their added value, the solutions they deliver, competitive prices, or the way they communicate with consumers.
A company's strategic positioning is essential, as it is the way in which it is recognized by its audience. There are different types of positioning and each one meets a brand objective.
– What is strategic positioning?
– Types of strategic positioning.
What is strategic positioning?
Strategic positioning is the way a company wants bulgaria whatsapp data to be seen and remembered by the general public, standing out in the market due to the image it conveys to consumers. To achieve this, the brand must have in-depth knowledge of its target audience and its differentiators.
Defining a positioning is very important, as all marketing and communication actions are carried out based on this. A cosmetics brand that does not test on animals, for example, can have a more sustainable, conscious and cruelty-free strategic positioning, therefore, reaching mainly vegan and vegetarian audiences.
Other companies are recognized by other terms, such as:
– The most popular;
– Traditional;
– Modern,
– Technological;
- Accessible;
– Elegant/luxurious;
– Innovative;
– Among others.
Regardless of the positioning, it must be something that the company actually practices, that is, the actions and products cannot go against the adopted positioning.
Using the example of a sustainable brand again: if in theory it is concerned about the environment, but in reality it dumps its waste into a river, for example, then it is going completely against the image it claims to have. The company loses not only credibility, but also consumers.
Types of strategic positioning
As previously mentioned, there are different types of strategic positioning. To create an efficient media plan that reflects the image the company wants to convey, the agency or professional responsible for creating it needs to study the target audience in depth.
Below are some of the main types of positioning:
Price
Strategies can be based on the price the customer pays for the product or service. This type of positioning requires very well-designed branding work, which adds value to the product and makes people interested and willing to buy it.
This is the case, for example, with clothes and accessories from brands such as Louis Vuitton, Dior, Prada, among others. They tend to cost much more than those from other brands, but their price is in line with the luxury, elegance and sophistication they represent.
The same is true for the opposite: brands that are recognized for a more accessible, cheaper price.
Differential factor
This type of strategic positioning requires a special characteristic from the brand, something that makes it stand out in the market. To achieve this, they must work hard on what they do best.
One example is Apple. Among so many smartphone brands, what makes the iPhone different? What makes the company win over so many customers? Its positioning is certainly part of that.
Based on the benefit offered
It is also common for companies to have a strategic positioning based on the benefit offered. In these situations, brand management is done with a focus on the results that customers will have when using a certain product or service.
Natura, for example, has a well-defined position that its cosmetics bring benefits to consumers, while the brand seeks to protect the environment, use less polluting packaging, among other factors to preserve nature.
Market monopolization
Strategic positioning based on the monopolization of a market segment occurs when a company, intentionally or not, dominates the sector in which it operates, that is, it becomes the only one offering a certain product or service. An example of a monopoly is Petrobras.