Positioning and Marketing Mix
Communicating and Delivering the Chosen Position
[pic][pic][pic][pic]After choosing a position, the company must take effective measures to deliver and communicate the chosen position to target consumers. Marketing mix efforts should be synchronized to back the positioning strategy. If the company wants to build a position on better quality and service, it must first take necessary action to deliver that position. Tactical details of the positioning strategy must be worked out to guide the designing of marketing mix-product, price, place and promotion. A company that chooses a “high-quality position” must produce high quality products, charges a high price, distribute through high-quality middlemen, and use high-quality media for promotion. The company must recruit and train more service people, find service-oriented retailers, and develop sales and advertising messages that communicate its superior service. In this way, a company can build a consistent and convincing high-quality, high-service position.
Developing a good positioning strategy is often easier than implementing it. Creating a position or changing a position generally takes a long time. Again, positions built over a long period of time can be lost quickly. Having built the desired position, the company must carefully maintain it. This is possible through consistent performance and communication. Too many changes might create confusion in minds of consumers. Rather, modifications and changes in product’s position should be congruent with ever-changing marketing environment.
The Four P’s of Marketing
The marketing mix is probably the most famous marketing term. Its elements are the basic, tactical components of a marketing plan. Also known as the Four P 's, the marketing mix elements are price, place, product, and promotion.
The concept is simple. Think about another common mix - a cake mix. All cakes contain eggs, milk, flour, and sugar. However, you can alter the final cake by
[pic][pic][pic][pic]After choosing a position, the company must take effective measures to deliver and communicate the chosen position to target consumers. Marketing mix efforts should be synchronized to back the positioning strategy. If the company wants to build a position on better quality and service, it must first take necessary action to deliver that position. Tactical details of the positioning strategy must be worked out to guide the designing of marketing mix-product, price, place and promotion. A company that chooses a “high-quality position” must produce high quality products, charges a high price, distribute through high-quality middlemen, and use high-quality media for promotion. The company must recruit and train more service people, find service-oriented retailers, and develop sales and advertising messages that communicate its superior service. In this way, a company can build a consistent and convincing high-quality, high-service position.
Developing a good positioning strategy is often easier than implementing it. Creating a position or changing a position generally takes a long time. Again, positions built over a long period of time can be lost quickly. Having built the desired position, the company must carefully maintain it. This is possible through consistent performance and communication. Too many changes might create confusion in minds of consumers. Rather, modifications and changes in product’s position should be congruent with ever-changing marketing environment.
The Four P’s of Marketing
The marketing mix is probably the most famous marketing term. Its elements are the basic, tactical components of a marketing plan. Also known as the Four P 's, the marketing mix elements are price, place, product, and promotion.
The concept is simple. Think about another common mix - a cake mix. All cakes contain eggs, milk, flour, and sugar. However, you can alter the final cake by