Four Criterias That Define Positioning
There are four criteria to determine the positioning and win market share are: customers, company, competitors and changes.
1. Customer
Based on customer studies (customer) positioning should be perceived positively by the customers and the reasons for their purchase. This will happen when describing positioningnya value or value provided to customers and this value is really an asset for them. Because the positioning describing a superior value, then the positioning will be an important determinant for customers when deciding to buy
2. Company
Based on studies on the capabilities and power of the company’s internal (company), the positioning should reflect the strength and competitive advantage the company. In this case not to be that companies formulate positioningnya but was not able to do and fulfill his promise. This is certainly very dangerous because it could be excess promise. Customers will eventually be argued that the company has broken a promise and lying. If this happens then the company’s credibility in the eyes hancurlah customers. For that in formulating its market position the company must be truly a very mature consideration.
3. Competition
Based on the study of the state of competition, the positioning must be unique so it can easily differentiate themselves and have a special difference compared with rival products. If the unique positioning is obtained that will benefit the positioning will not be easily imitated by competitors. It becomes a note here that uniqueness must be comprehensive not only in its product only. If it is not easily imitated positioningnya be sustainable in the long run. Based on observations of many new products are born with a way to imitate what has been done by a competitor. With such a strategy can be more cost marketingnya suppressed.
3. Change
Based on the study of changes in business environment, positioning must be ongoing and always relevant to the various changes in the business environment is that changes in competition, customer behavior or cultural change, and so forth. This means that if the positioning and instrumentalities are not relevant to the business environment so quickly to change, by changing his strategy.