Corporate Positioning Assignment Help for Confused Marketing Students
About Corporate Positioning
Corporate Positing is a discreet marketing strategy that aims at creating a distinct position, for a brand or a particular product, in the mind of the consumer with respect to its competitor brands. This can be done in a number of ways:
- By highlighting its distinguishing features, like why is it different from other similar products or what are its unique, exceptional, desirable features,
- By creating a suitable image for the product in the consumerâ€™s mind and thereby triggering conspicuous consumption, like by presenting it as a posh, elite, luxurious product through advertisement, or
- By doing the exact opposite, that is by creating such an image which would present the product as an inexpensive, easily affordable and highly utilitarian one.
Corporate positioning plays a crucial role in determining a corporate standing in the market and it must be done with utmost caution because once a positioning is established for a brand, it is very difficult to reposition the brand.
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Steps involved in Corporate Positioning
Corporate Positioning is done in a step by step method and it includes these following stages:
- Identifying the brandâ€™s biggest competitors.
- Figuring out how the rival companies are positioning their respective products in the present times.
- Figuring out the brandâ€™s own market position at the present time.
- Comparing between the companyâ€™s own and its rival companiesâ€™ positioning so as to figure out the point of differences.
- Working on a unique, differentiated positioning strategy that would serve to enhance the value of the brand.
- Finally, a positioning statement must be developed which communicated the distinct features of the brand and also highlights why consumers would gain by dealing in their products.
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