An effective marketing strategy begins with understanding how to position your brand in the marketplace, which requires that you clearly define your value proposition and how it can be different from any better than your competitors’ offerings. Here’s a breakdown of how you can effectively accomplish this task, no matter what product or service you’re selling.
What is market positioning?
- Marketing is about the customer. When you think about your business, you should always be thinking about how it will help a customer.
- The two most important parts of a good marketing plan are the strategy and execution.
- Your strategy is what you’re going to do to reach your customers, and your execution is how you’re going to do it.
- You need both to be successful in marketing. A company might have an amazing product, but if they can’t reach people then they won’t sell any products.
- A company might also have great marketing strategies and strategies, but if they don’t have an amazing product then there won’t be any sales either way.
- The best companies combine these two things into one great package!
What is a value proposition?
- A value proposition is the combination of what a company does, how it does it, and who it does it for.
- A strong value proposition can help differentiate a company from its competitors in the eyes of the customer.
- A value proposition is often communicated through a slogan or tagline. For example, Intel’s value proposition is Intel inside.
- The phrase communicates that you will get the same power with Intel products as you would with their competitor’s products but at a much lower cost.
- Many people buy Nike shoes because they want to do the things they couldn’t do before while wearing them.
Which one should you use?
- A company’s marketing position is how they differentiate themselves in the marketplace.
- The goal of a marketer is to make sure that the product or service they are offering provides the best possible solution to a customer’s problem.
- A company’s value proposition, on the other hand, can be thought of as what they offer in addition to their product or service which makes them stand out from their competitors.
- These additional features could include customer support, warranties, extended warranties, or any other non-product-related services that have been promised.
- Value propositions do not have to be limited to intangible aspects such as those listed here; tangible features such as physical convenience may also fall into this category if they are something customers will notice and appreciate when deciding where to buy their products.
Marketing positioning vs. value proposition
- Marketing is an integral part of any business, but it’s important to understand the difference between a marketing position and a value proposition.
- A marketing position is where a company stands in relation to competition, while a value proposition is what the company offers that makes it unique.
- Marketing positioning is usually framed as taking one side of a dichotomy.
- It sets up a binary worldview that states that there are two ways of being; you’re either for us or against us, either with us or against us, either using our product or using someone else’s product instead.
- The idea behind marketing positioning is to position your brand so that its target audience will immediately recognize it as being distinct from competitors’ offerings in some way.
The key differentiator between marketing position and value proposition?
- While both marketing positions and value propositions should be clearly articulated to your target market, there’s no guarantee that a customer will use your product over competitors.
- Positioning simply serves as an introduction, whereas a value proposition shows how you are better than competitors.
- Differentiation is everything when it comes to marketing. Your business may offer something different from all of its competitors; if so, think about how you want that difference communicated in terms of marketing position and value proposition.
- Just remember: marketing position isn’t sufficient; you need to show customers why your product is worth buying instead of all others.
- A marketing position needs to be clearly defined in relation to what your competition offers, but it’s only one part of a value proposition.
- By itself, a marketing position doesn’t guarantee that people will choose your brand over another one.
- However, companies that develop both marketing positions and value propositions have more success overall in generating a return on their efforts at attracting new customers.
- Marketing positioning answers the question who is my target audience? Value proposition answers the question of what I want to offer them.
- To identify your target audience, you’ll need to take into account their demographics, psycho-graphics, geography, lifestyle, and interests.
- To create a value proposition for your business, consider what it offers that no one else does – or does better than anyone else.
- Consider how you can improve someone’s life by offering this particular service or product.
- The more unique and specific you are with your value proposition, the more likely someone will buy from you.
- Marketing positioning and value propositions work hand in hand because marketing helps get people interested in buying something, but it doesn’t explain why they should purchase it.
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Marketing positioning is a way to differentiate your product from other products in the market. Value proposition helps identify the benefits of your product to customers. Marketing strategy involves both marketing positions and value propositions.
The positioning element of your marketing strategy should be focused on what sets you apart from the competition. The value proposition element identifies how you can provide more for customers than anyone else does.
With these two elements, a company will be able to attract more clients with targeted messages that address their needs better than competitors do. A benefit of this is increased customer loyalty which comes from meeting specific requirements better than competitors do.