How to Position your Business – Chasing your Customers towards Success! (Part III)

Reading this means you have read the first and second part of this article. But, if not, check on the second part of this article, “How to Position your Business – Chasing your Customers towards Success!(Part II)”. And for this part, I am providing you several criteria to shore up the differentiations in positioning strategy and the last step in choosing a positioning strategy. So, let’s start!



Criteria in Choosing the Differences to Positioning Strategy

Here’s the good news, if you really think that you have more than one competitive advantage, there are several criteria to keep in mind in promoting differences.

First criterion is importance. This is what you’re providing your consumers, as per the marketing aphorism, “what you’re producing is not what you’re selling”, it’s not always the product itself that benefit the people, but, it’s the core benefit that satisfies them. Hmm…Do you agree?

Let me put it this way, what do newspapers really sell? Isn’t it that they produce the newspaper, but, the space on the newspaper is what they’re really selling? How about, cemeteries? You might think, it’s the lot they provide, but, I beg to disagree, because what they’re selling are memories, agree?

That is what I’m talking about, importance of what you’re selling is essential to your consumers, what they need and want matters, and importance of the brand comes in! It is not what you produce but what they could benefit from it!

Distinctiveness is one criterion that you may want to consider. Establishing your positioning must be one of a kind that your consumers must distinguish, as compared with your competitors.

One criterion that you must also regard as is, superiority. You must be able to catch the attention of your consumers and take advantage with it. You might supplement your products with excellent quality, value, service, convenience, personnel performance, etc.

You must not forget communicability. It is very essential that you always communicate with your buyers. This means that your message is easily understand by your market, and comprehensive. Make sure that you curtail your message, depending on the culture and language of where you establish your business.

For example, the Philippine product, “boneless bangus”, was not able to penetrate U.S. The American government accused Philippines for offering a GMO or genetically modified organism product, because of the “boneless bangus” brand name, they perceived it to be literal boneless bangus or milkfish. And, when we clarify the story behind the product, they advised us to modify it to “T-bone Bangus” to shore up the product’s features.

This is what I meant by communicability, if you started your business as a small one, don’t just stick to it and, consider your business’ long term goals. Being just a small enterprise is not a good vision, prepare for bigger and greener opportunity. Consider what might be a market for your business and establish your positioning statement as a universal one. It may be the product’s brand or positioning statement, but as long as you utilize and communicate with your market, ensure that everyone could be able to perceive what you wanted to be thought of.


Selecting your Overall Positioning Strategy

Last step in establishing your positioning strategy, is to finally choose the best that defines and describes your business and product.

In choosing your overall message, you are then ready to develop your Value Proposition. What is value proposition? Don’t get confused with competitive advantage, unique selling proposition and value proposition. If competitive advantage is your business’ strengths, and unique selling proposition is the marketing statement you use to sell your competitive advantage, then, value proposition is a statement that confers to your product’s “bundled of benefits”. It is, likewise, your promise and your buyer’s reason for purchasing your products.

Let me illustrate it this way, using my previous example, tutorial services, you identified your competitive advantage comprising of both MBA and PhD team members. Then, you have made your unique selling proposition as, “make difference with our specialized tutors and be the best student”, then, let’s say you offer your services to primary and secondary level of consumers, your value proposition might be, “To young students who have dreams of becoming professionals, we are here to help and prepare you on the hardest challenges you encounter and mold you to be the best student of your own field”.

But, to clear things up, once the customer buys into the value proposition, only then should the unique selling proposition be brought up. Like what I’ve told you, value proposition is the reason of your consumers in buying your product.

I started with competitive advantage, since it is the root of establishing your USP and value proposition. Then once you were able to identify your competitive advantage, focus on your product’s best benefit, and out of that benefit, you may develop your customer value proposition. I know, you would develop your own attractive and encouraging positioning, and be a well-established business.

Good positioning leads you to continuous increasing sales! Do you agree?

Comments and suggestions are open! You are important to us and we love hearing from you, any thoughts would help us improve our articles and topics. I hoped I was able to help you, thanks for reading!


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