Communicating and Delivering the Chosen Position
[pic][pic][pic][pic]After choosing a position, the company must take effective measures to deliver and communicate the chosen position to target consumers. Marketing mix efforts should be synchronized to back the positioning strategy. If the company wants to build a position on better quality and service, it must first take necessary action to deliver that position. Tactical details of the positioning strategy must be worked out to guide the designing of marketing mix-product, price, place and promotion. A company that chooses a “high-quality position” must produce high quality products, charges a high price, distribute through high-quality middlemen, and use high-quality media for promotion. The company must recruit and train more service people, find service-oriented retailers, and develop sales and advertising messages that communicate its superior service. In this way, a company can build a consistent and convincing high-quality, high-service position. Developing a good positioning strategy is often easier than implementing it. Creating a position or changing a position generally takes a long time. Again, positions built over a long period of time can be lost quickly. Having built the desired position, the company must carefully maintain it. This is possible through consistent performance and communication. Too many changes might create confusion in minds of consumers. Rather, modifications and changes in product’s position should be congruent with ever-changing marketing environment.
The Four P’s of Marketing
The marketing mix is probably the most famous marketing term. Its elements are the basic, tactical components of a marketing plan. Also known as the Four P's, the marketing mix elements are price, place, product, and promotion.
The concept is simple. Think about another common mix - a cake mix. All cakes contain eggs, milk, flour, and sugar. However, you can alter the final cake by altering the amounts of mix elements contained in it. So for a sweet cake add more sugar! It is the same with the marketing mix. The offer you make to your customer can be altered by varying the mix elements. So for a high profile brand, increase the focus on promotion and desensitize the weight given to price.
Product is anything that can be offered to satisfy a need or a want. The product can be tangibles such as cars, furniture, food or intangibles such as service at hotels, or service provided by professionals such as consultants, nurses, lawyers or doctors.
As products and services become more commoditized, many companies are differentiating their offers by creating and managing customer experiences with their products or company. Companies that market experiences realize that customers are really buying much more than just products and services. They are buying what those offers will do for them. ( Principles of Marketing : a global perspective Philip Kotler, Gary Armstrong )
Levels of Product and Services
1. Core benefit – It addresses the question “ what is the buyer really buying ? “ . when designing products, marketers must first define the core problem-solving benefits or services that consumer seeks.
A woman buying lipstick buys more than lip color. Charles Revson of Revlon saw this early: “ In the factory, we make cosmetics; in the store, we sell hope .”
People who buy a Blackberry are buying more than a wireless mobile phone, e-mail and web browsing device, or personal organizer. They are buying freedom and on-the go connectivity to people and resources.
2. Actual product - at the second level, product planners develop product and service features, design, a quality level, a brand name, and packaging.
the Black berry is an actual product. Its name, parts, styling, features, packaging, and other attributes have all been combined carefully to deliver the core benefit of staying...
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