the clarity part but conviction is something that must be developed internally

The clarity part but conviction is something that

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the clarity part, but conviction is something that must be developed internally if it doesn’t already exist. It’s very important for marketers to muster the conviction of the organization, because following the process through to the end creates degrees of certainty moving forward that can’t be substituted any other way. Plenty of companies out there get by without much conviction, and without a dedicated market position strategy. But without some degree of certainty and conviction, most companies will eventually default to the status quo when the waters get choppy. It’s only a matter of time. But, those who can follow the process through to the end will find that every action that follows becomes an expression of the market positioning strategy. Market positioning follows seven basic steps listed below: 1. Draft a positioning statement — There are four simple questions that will yield a set of basic facts about the identity you have determined for your company (see below). The positioning statement is the result of plugging those facts into a basic, formulaic sentence structure. 2. Compare and contrast to identify your own uniqueness — Differences between your own messaging strategy and communication channels, and those of your competitors reveal openings in the market that your positioning message should address. 3. Competitor analysis — Investigating and analyzing the competition helps to determine the strengths and weaknesses of your own business measured against the competition. Understanding the differences between a business and its competitors is central to finding gaps in the market that can be filled. 4. Determine current position — Determining your existing market position is every bit as vital as any competitor analysis. That’s because you have to understand your own market position to be able to properly compete for your share. 5. Competitor positioning analysis — An accessory to the competitor analysis, competitor positioning analysis identifies the conditions of the market that influence how much power competitors are able to exercise. 6. Develop a unique positioning idea — With all the analytical data in hand, you should have a better idea of who you are, who you are not, and who your best audience is. It’s time to make a statement about those facts. 7. Test the effectiveness of your brand positioning — Testing methodology will consist of qualitative and quantitative data gathering, mainly determined by the steps prior to this, but may also include focus groups, surveys, in-depth interviews, ethnography, polls, etc. The results of the testing should then be rated against a set of criteria listed below.
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Role of Consumer Behaviour in Positioning Strategy for any product or service Nothing highlights the need for a cogent marketing plan like the doldrums of a slumping economy.
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