Let’s see in-depth what are exactly the 3 C’s of positioning?
If you would like to succeed in marketing, you have to understand positioning. It is one of the fundamentals of successful marketing strategies for any business. The position is relevant both to the consumer products and also B2B (Business to Business). Hence, you ought to learn the 3C’s positioning to succeed in marketing your products or business.
In this blog, I’ll explore the depths of the 3C’s of positioning as a marketing strategy. More so, I’ll also share with Positioning Strategy to employ in the marketing strategies. To lay understanding of this topic first, let try to understand what positioning is.
What Is Positioning?
In business, owners employ positioning to create their target customer image of the services of products they are selling. Positioning determines the business as a brand offer unique and distinct benefits over the other competitors.
Positioning in business comes in after the business owner evaluating the target market. The choice is influenced by several factors like the number of customers, market opportunity, and also low competition rate. After evaluating these factors, business owners develop ways to make your brand attract more customers with respect to your target customers.
It is easy to confuse positioning and marketing. Marketing is meant to communicate the business market position to their potential customers and excite them to their brand. Marketing is meant to make the brand be known, convenience the customers; it is the best among its competitions.
How to Determine a Positioning Strategy
An effective strategy for positioning depends on a deep understanding of the market in which you want to compete. It determines how the business varies from the competitors and the industry conditions and opportunities.
A major mistake several companies make is to believe that positioning is simply a marketing technique. One of the foundations of business planning should be this. After all, if the product itself does not back up those statements, you don’t want to place this product as a high-quality offering in your marketing plan.
A clear positioning strategy can be understood by consumers who understand whether a brand competes for price or quality. Positioning must be a collaborative collaboration between the corporate plan and the strategies of sales and marketing.
It is much more than just a strategy for contact.
Be careful because this is certainly the only way your service or product can deliver on the consumer’s needs and its placement promises. Organizations must identify Their location around the value chain; otherwise, communication lacks emphasis and can become confusing.
What are the 3 Positioning Strategies?
There are three significant positioning strategies you can adopt for your business. The main aim of the positioning is to boost your business sales, and with these three positioning strategies, you’ll certainly meet the objective.
These three strategies to consider are comparative, differentiation, and segmentation. There are easy to adopt strategies and get to make your business brand stand out and target the right customers.
Comparative positioning strategies work to demonstrate their competitiveness by bringing goods next to other brands. A common example of this happens when stores put a brand with a white label value next to a more costly brand name product. The label also contains a “compare to X brand” statement to show the customers that the goods are identical, but the value brand provides a better price.
Often, a product’s uniqueness cannot be duplicated, making it suitable for a differentiation strategy. Barilla’s Pronto pasta is an outstanding example of an easily differentiated product. Although the pasta aisle is competitive, Pronto provides a unique sale point because no drainage is required. This is the main focus of the company’s packaging for customers. The brand relies on its products.
Segmentation strategy is among the 3 C’s of positioning. It suggests that it focuses on multiple audiences with different needs but with the same product to make a product stand out. Think of a product like Bayer aspirin, which is simple. In the pharmacy aisle at the grocery store, the company sells bottles of its pills, but they also have smaller, on-the-go packs for purchase at the convenience store.
Through this and travelers or individuals struggling with an acute ache or discomfort they want to immediately take care of, they target customers purchasing bottles of medicine for their households for use in the future.
What are the 5 common positioning strategies?
Besides these three positioning strategies, there are also 5 common positioning strategies in the circles of the 3 C’s of positioning. A business owner can decide to base your business position on any of these strategies or employ more than one approach to achieve your purpose.
1. Positioning based on the product characteristic
Product characteristics as a business positioning strategy call your products to be known for their unique features. These features ought to be of benefit to the customer. For example, in the vehicle industry, companies have used this strategy; the Toyota cars position is available while Porsche’s position is performance.
2. Positioning based on price
Associating the brand with fair pricing is the positioning of your goods or services based on price. Typically, a company strives to be the cheapest or cheapest on the market with a pricing positioning strategy, and value becomes their place.
When they see a market gap at a certain price point, brands may also position themselves based on price. At a crucial price point, denoting the only choice becomes your market place. Brands also expand their product lines to fill a specific market request.
3. Positioning based on quality or luxury
The price and quality of a product also coincide, definitely in the buyer’s mind, as the high price is also connected to high quality. Yet positioning a product based on its high quality or ‘luxury’ varies from price-based positioning.
These brands also do not communicate their price point. Still, the focal point of communication is high quality or reputation instead, to generate a demand such that clients want the product regardless of the price.
Notice that luxury does not necessarily equal higher quality, but clients still feel better because of their credibility because of their long-term brand positioning strategies.
4. Positioning based on product use or application
Another way to put your brand in the market is to connect your item with a specific use. Meal replacement supplements, for instance, can be of benefit to anyone who lacks the time or needs a simple, nutritious meal.
There are also meal replacements specifically tailored for individuals who want gym results, so high in calories and vitamins and minerals added. Other meal substitutes are for those on a diet because they are low in calories and wouldn’t give someone’s exercise a lot of energy.
5. Positioning based on competition
The positioning based on rivals focuses on using the market as a point of reference for differentiation. Brands emphasize a crucial distinction in their product/service’s marketing offering to make it look favorable and exclusive relative to other marketplace choices. The brand or services would become distinctive.
Brands may also use the competition as a reference point to pursue a similar strategy. If a particular brand has a large market share, a large group of consumers would be appealing to their positioning strategy. You try to convert some of their customers by selling a similar product at the same price point with similar advantages.