A brand’s positioning strategy is crucial. This article will explain what positioning strategy is, how to make one, and why case studies and PR are your holy grail to a killer marketing strategy. 

What is positioning strategy in marketing?

The act of obtaining space in the mind and heart of the customer is called positioning. A positioning strategy is a series of actions and processes designed to increase the visibility and image of a company, brand, or product. Companies use differentiation to make their product stand out and more appealing to their target markets.

Let’s look at Nike’s marketing as an example.

Nike was founded with the goal of innovation and performance in mind. Nike invented the waffle shoe, and its brand was designed to target serious athletes. They now offer apparel that encourages performance and have expanded their offerings beyond shoes. The company is widely recognized as a market leader in sports equipment, owing to its “Just Do It” slogan and the Greek Goddess of Victory name, which they use.

Why are case studies and PR important in marketing position strategies? 

As motivators or objection-removers, case studies can be very effective. 88% of consumers trust online reviews and ratings. Case studies are a reliable way for social proof to be established – ranking up with ebooks, blogs, and video.

From a marketing perspective, case studies are so powerful because people who see success in their industry’s field will believe the same thing will work for them.

As for PR, its safe to say that having a PR strategy is almost a necessity now. Beyond the occasional press release, a strong strategy helps you achieve your goals by:

1. Increasing  Visibility and Credibility

Each bit of media coverage that your organization gets gives you visibility and credibility with potential buyers. Your public image is enhanced by every blog post, customer review and newswire press release, as well as any thought leadership piece.

2. Highlighting the Most Interesting

Your team is rich in knowledge and has valuable news. Although it may not be immediately relevant to everyone, it will be of great value to your target audience. 

How do you develop a comprehensive market positioning strategy?

• Conduct market research

This is the most important step. Begin by collecting information about your customers and then determining what features they want in your product. This research phase focuses on product features. You don’t need to be focused on features offered by other brands.

• Make a list

Now it’s time to determine how customers rate each product. Once you have all the features, this will be much easier.

• Create a Positioning Map

You will need to create a positioning map that highlights the most important product features. You will also need to list the names of any competitors offering these features. This will allow you to see how your products compare to those of your competitors. After you’ve positioned competitors products, it is time to start looking at ways to position your product.

• Calculate a price point

Your price point can have a significant impact on how customers view your products or services. Although a higher-quality product might be viewed as being of high quality, it may not always work. This is especially true if you are trying to get consumers to pay a higher price for lower quality products.

It would be best to choose a price that is based on the feature and brand’s overall strength as well as other benefits.

What are the best positioning strategies for service marketing?

• Cost-driven positioning. “We offer all the services that other firms provide, but at a lower price.” This strategy is very difficult unless you have an intrinsic cost advantage. If you can use technology more effectively than your competitors, or if your competitor is using it less effectively than you, then technology can be your friend.
• Specialization in niche services. This strategy focuses on providing a service that isn’t widely available through other competitors. Your expertise is unique and not available to generalists. This can be a good approach, if the service starts to attract strong demand and new competition emerges to diminish your “specialness”.
• Industry specialization. This is a popular and effective way to position your professional services company. This is another type of specialized expertise. It allows you to focus your marketing efforts and adapt your services to changing market conditions. Industry specialization means that your company has extensive experience working with similar businesses. However, this approach has its risks. Your fortunes could be affected if your industry is in decline. It’s easy for competitors to enter your industry and challenge your position.
• Role-focused specialization. Role-focused specialization is a way to target a specific function within the organization, instead of focusing on a specific industry or service, and target a group of people. Thes buyers will see you as more attentive to their needs and expect you to offer them specific knowledge or expertise that will help make their jobs easier.

What are the main elements of a services positioning strategy?

Remeber, in marketing, position is not piece of cake. It’s a process that helps you attract the right customer base. So, while it may seem daunting at first, the results it gets you are worth it, as long as you commit to the process!