Positioning Is Your Promise

We have talked about segmenting and targeting in the past reviews. Segmenting will be followed up by targeting. Once you have to slice the market into any layers. Each of the layers must be analyzed. The analyzing process is called as segmenting, and the layers are called as segments. You can target a layer or more layers as potential customer. Surely, choose the segment or segments where your strength can be exploited well, where your weakness can be neglected, where the threat can be bounded. Wherever, you will face a competitor or any competitors. You will not play alone. If you enter the segments first, you will be followed or challenged by any competitors. If you see an attractive layer or layers with lonely player inside, surely you will follow or challenge the player. The principle is going to choose the layer or layers where you can serve better than your competitor or competitors and able to win the competition. Targeting is both choosing the layer or layers and the competitor or competitors all at once.

Targeting will be followed up by positioning. Positioning is an effort to put positive image that occur customer consumption desire. Positioning addresses target customer buying decision process. The final address is to be number one in share of mind and share of heart. Most peoples say that advertisement is positioning tools. That is a wrong statement. Positioning is about creating perception, by treating your product, price, promotion, distribution, physical evidence, human resource, and process.
How the product features are, how much the price is, how the promotion is, where your coverage distribution is, how your people serve, how your ingoing process is, how your physical evidence looked is all of them will create customer perception. You have to set a combination well and fit the customer perceive value. Your positioning is your promise.