May 5th 2008
It takes time so have faith: Six simple steps ( 3&4)
Step 3: Positioning your service or product: the most important marketing decision you’ll ever make.
Powerful, successful marketers position their company/brand so that their selected target market will purchase from them and only them, forever and ever.
For example, Coca-Cola stands for delicious liquid refreshment; BMW stands for sheer driving pleasure; Nike stands for the athlete’s sportswear; Mike Lipkin stands for high-energy inspiration and fun. Seattle Coffee Company stands for classic coffee done anyway you like it. What do you or your business stand for?
In order to position your product or your service, you have to pinpoint your target market’s needs, values and desires. Then you need to develop and position your product or service to satisfy those needs. Your advertising, promotion and everything else about your business must then communicate your positioning to the consumer. Continue Reading »
