The Anatomy of Marketing Positioning Strategy
The Anatomy of Marketing Positioning Strategy in local Genesis Fitness Club
Research has found that today’s organizations are moving towards target marketing. Segmentation, targeting and positioning are the three main steps in target marketing. (Kotler, Brown, Burton, Deans and Armstrong, 2010) The article aims to explain what market positioning is and how Genesis fitness club positions their services, by analyzing their positioning strategy from three interrelated subcomponents——Customer targets, competitor targets and competitive advantage (Brooksbank, 1994; Blankson & Crawford, 2012).
Positioning, by its definition, “Product position is the way the product is defined by consumers on important attributes——the place the product occupies in consumers’ minds relative to competing products.” (Kotler, et al., 2010) As it is said, consumers decide where the product position is, “but marketers do not want to leave their products’ positions to chance” (Kotler, et al., 2010). Therefore the organisation must plan “which ‘position’ it wants to occupy in those segments” (Kotler, et al., 2010) before consumers do, a positioning strategy will help them do so.
Berwick is a scenic old town in Victoria, far away from Melbourne city. People living here are mainly the aged and medium to high income family. Genesis is a national chain gymnasium, in different parts of Australia, as the nearby condition, segmentation and targeting are different, the target segments of the Genesis Fitness Club will be slightly different. (Genesis Fitness Club [Genesis], 1997)
Customer targets, competitor targets and competitive advantage have been suggested to be the three interrelated subcomponents of the positioning strategy, and Figure 1 shows a formulation of the positioning strategy (Brooksbank, 1994; Blankson & Crawford, 2012). Therefore, the position strategy of the Genesis’s services will be made based on these three subcomponents.
Figure 1 (Roger, 1994)
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Research has found that today’s organizations are moving towards target marketing. Segmentation, targeting and positioning are the three main steps in target marketing. (Kotler, Brown, Burton, Deans and Armstrong, 2010) The article aims to explain what market positioning is and how Genesis fitness club positions their services, by analyzing their positioning strategy from three interrelated subcomponents——Customer targets, competitor targets and competitive advantage (Brooksbank, 1994; Blankson & Crawford, 2012).
Positioning, by its definition, “Product position is the way the product is defined by consumers on important attributes——the place the product occupies in consumers’ minds relative to competing products.” (Kotler, et al., 2010) As it is said, consumers decide where the product position is, “but marketers do not want to leave their products’ positions to chance” (Kotler, et al., 2010). Therefore the organisation must plan “which ‘position’ it wants to occupy in those segments” (Kotler, et al., 2010) before consumers do, a positioning strategy will help them do so.
Berwick is a scenic old town in Victoria, far away from Melbourne city. People living here are mainly the aged and medium to high income family. Genesis is a national chain gymnasium, in different parts of Australia, as the nearby condition, segmentation and targeting are different, the target segments of the Genesis Fitness Club will be slightly different. (Genesis Fitness Club [Genesis], 1997)
Customer targets, competitor targets and competitive advantage have been suggested to be the three interrelated subcomponents of the positioning strategy, and Figure 1 shows a formulation of the positioning strategy (Brooksbank, 1994; Blankson & Crawford, 2012). Therefore, the position strategy of the Genesis’s services will be made based on these three subcomponents.
Figure 1 (Roger, 1994)
Select