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Digg it UP - How To Position Your Product (And Own A Place In The Consumers Mind)
It happens all the time.Successful leaders- people with great business acumen, great teams and great vision- are moving along, growing their companies when, all of a sudden, they fall flat on their faces.Their businesses start hemorrhaging money. Their best people start jumping ship. Their families start falling apart.And they sit at their desks with their heads in their hands wondering, "How did this happen?"I'll tell you how it happened. They were blown up by a problem they never saw coming.I call these problems "leadership landmines" because unless you're consciously looking for them, they're nearly impossible to spot. They're buried in the grind of daily life, quietly waiting to injure and perhaps even destroy the next unsuspec
So the Volkwagen Golf's positioning could potentially be:
“Affordable European for women that shop”
Let's also look at how easy it is to damage your positioning and to illustrate,
When the proper analysis has been made, advertising possesses qualities which are entirely different from those in the scope of personal selling, and those qualities so amplify and round out the selling plan as to add materially to its efficiency without regard to the commercial factors. Not the least of these qualities is the advantage of the written over the spoken word. The intonation, inflection, and emphasis which add so much to the meaning of the spoken word also take away from it the fixity which belongs to the cold type.Where business was done, where goods were sold, by oral methods entirely, a certain want of belief or reliability, and a certain amount of suspicion, is naturally attached to the spoken words of the seller, because of the fact that the
Let me explain this further.
In the car market (now bear in mind I’m in Australia so some of these brands may or may not be familiar to you but I’ll do my best to be universal), let’s map out in our minds how the positioning might look.
Status symbol/luxury: Mercedes Benz/Lexus Serious Driver: BMW Serious sport: Porsche Safety: Volvo Family: Holden or Ford (6 cylinder) Affordable: Toyota Affordable European: Volkswagen Cheap: Hyundai Hoon: Anything with holes cut in its bonnet, big mag wheels and noisy mufflers. (Suburu's seem popular amongst this group.)
You start to get the idea?
Of course, it’s not quite as simplistic as this map. We can add other variables to create a “position” for ourselves. Those variables might include gender, age, location, personal aspirations, budget and so on.
For example, in Australia women like to drive a hatchback (like a VW Golf), since it’s easy to load shopping in the boot (or trunk if you’re in America).
So the Volkwagen Golf's positioning could potentially be:
“Affordable European for women that shop”
Let's also look at how easy it is to damage your positioning and to illustrate,
Acquiring funding for your business can be time consuming. A lot of small business owners need financial assistance, especially in the first 12 months of starting. The obvious solution is for the owner to take out a loan. There are a number of companies or financial institutions that offer this service. Choosing the right loan can be a difficult process simply due to the amount of products on the market. If you are looking for business funding by way of a loan make sure you pay particular interest to the loan agreement. In some cases your home may be at risk if you do not keep up with the repayments. The Royal British Legion provide interest-free loans of up to ?5,000 for service leavers & ex-service personnel, who are looking to set themselves up in their own busin
In the car market (now bear in mind I’m in Australia so some of these brands may or may not be familiar to you but I’ll do my best to be universal), let’s map out in our minds how the positioning might look.
Status symbol/luxury: Mercedes Benz/Lexus Serious Driver: BMW Serious sport: Porsche Safety: Volvo Family: Holden or Ford (6 cylinder) Affordable: Toyota Affordable European: Volkswagen Cheap: Hyundai Hoon: Anything with holes cut in its bonnet, big mag wheels and noisy mufflers. (Suburu's seem popular amongst this group.)
You start to get the idea?
Of course, it’s not quite as simplistic as this map. We can add other variables to create a “position” for ourselves. Those variables might include gender, age, location, personal aspirations, budget and so on.
For example, in Australia women like to drive a hatchback (like a VW Golf), since it’s easy to load shopping in the boot (or trunk if you’re in America).
So the Volkwagen Golf's positioning could potentially be:
“Affordable European for women that shop”
Let's also look at how easy it is to damage your positioning and to illustrate,
Chemicals are very much a part of our lifestyles. Every household detergent, solvent, and bleach that you use in your homes is a result of some production efforts from manufacturing plants somewhere in the world around you. Fertilizer, automobile radiator coolant, shampoo, soap, insecticide, paint solvent, lubricants, fuel oil are just a few that I can name right now. I’m sure you can find more around you, but you get the point. We use chemicals everywhere.Anyone who has visited a chemical processing plant is sure to notice the many pumps, agitators, tanks, piping, and valves that are installed there. Liquid have to be transferred from one place to another. Pumps are therefore very important in a chemical processing plant. Without them the chemical processing
You start to get the idea?
Of course, it’s not quite as simplistic as this map. We can add other variables to create a “position” for ourselves. Those variables might include gender, age, location, personal aspirations, budget and so on.
For example, in Australia women like to drive a hatchback (like a VW Golf), since it’s easy to load shopping in the boot (or trunk if you’re in America).
So the Volkwagen Golf's positioning could potentially be:
“Affordable European for women that shop”
Let's also look at how easy it is to damage your positioning and to illustrate,
Starting a business or relocating your corporation’s headquarters? The state of Florida offers many advantages to those businesspeople seeking to relocate or establish a business in the Sunshine State.In the first quarter of 2005, Florida’s GSP (Gross State Product) was $613.9 billion. This number is up 1.2% from the previous quarter and is up 4.6% from the previous year.In addition to this robust growth rate, there are also government incentives to encourage businesspeople to conduct business and/or incorporate in Florida. Some examples include targeted qualified industry tax refunds to special zones and sites that eliminate state and local taxes to encourage development. This situation, combined with a trained subsidized workforce, creates favorab
Of course, it’s not quite as simplistic as this map. We can add other variables to create a “position” for ourselves. Those variables might include gender, age, location, personal aspirations, budget and so on.
For example, in Australia women like to drive a hatchback (like a VW Golf), since it’s easy to load shopping in the boot (or trunk if you’re in America).
So the Volkwagen Golf's positioning could potentially be:
“Affordable European for women that shop”
Let's also look at how easy it is to damage your positioning and to illustrate,
The medical billing software company is a tough environment for everyone. However, it is probably the hardest on a support person for a variety of reasons. So when you're putting your company together, what do you look for in a support person? What qualities should they have? What training should they have? What kind of temperament should they have? Yes, this is very important and will be explained, as will everything else that you're going to want to look for in a support person.The biggest problem that a support person is going to have in a medical billing software company is that these are the last people to actually see the software. The programmers will design it and the QA people will approve it and then finally after all that, the support staff
So the Volkwagen Golf's positioning could potentially be:
“Affordable European for women that shop”
Let's also look at how easy it is to damage your positioning and to illustrate, I'm going to use one of my favourite current examples, McDonalds.
What is McDonalds to the average person? Well it used to be a hamburger place; and that's how we all saw it in our minds. This was very powerful for McDonalds because hamburgers were a popular takeout food and McDonalds was the first large scale hamburger joint and "owned" the position in our minds. When you thought hamburgers - you thought McDonalds.
The marketing department of McDonalds reinforced this perception to us too - through television and other media. We got it - and we attributed McDonalds with the ownership of "hamburgers".
It was powerful because consumers don't like to think too much about anything - and when you are powerful like McDonalds and "own" the spot in the consumers mind, you make it easy for the consumer. They just know what you do and you become the place to go.
Here in Australia, McDonalds is changing itself - one would think in response to the growing negative perceptions of the quality of the food and general community concerns about obesity.
So it has recently released "deli rolls". But hey, says the consumer, i
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