Posts tagged TARGET CUSTOMER
“The essence of strategy is …

… that you must set limits on what you’re trying to accomplish.”  --Michael Porter

Few products are introduced that revolutionize markets. Most often, products are introduced with only marginal differences from competitors. Many marketers focus on trying to win over the same customers who are already using a competitive brand by convincing them their product is “better.” In many cases, these marketers spend a great deal of time and money making the case for why consumers need to change…

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Targeted Positioning Strategy

Most new products find themselves competing in markets that are becoming more crowded and competitive, increasing the importance of brand positioning strategy. In many instances, an easily recognizable competitive advantage does not exist for these new products. In fact, at first glance, many customers may see these products as offering very little advantage (if any at all) …

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Targeted Positioning Strategy (Part-2)

In our last PositioningTip®, we identified the increased importance of differentiating brands when competing in crowded and competitive markets. We reviewed how, in these situations, brand teams have a tendency to move toward a broader, less narrowly-defined positioning strategy in an attempt to widen their field of opportunity. This less-descriptive positioning often leads to a less interesting—and frequently under performing—brand. While our last tip outlined one potential solution: strengthening the positioning by …

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