Positioning of goods in the market

When the enterprise has decided on the target segment for the work, it is necessary to determine what positioning of the product in the market it chooses to obtain a competitive advantage. But before that, you need to thoroughly study the properties of competitors' products , their image, and proceeding from this, assess their position in the market. Positioning of goods on the market is a logical continuation of the chosen target segment, the optimal position of the goods to maximize its approach to the consumer. Marketers also use the concept of "positioning".

If segmentation determines the characteristics that a product must possess in terms of preferences and desires of potential buyers, positioning works on convincing consumers that the product is exactly what they wanted to purchase. Factors that determine the position of the goods in the market are: the price of the product, its quality, the manufacturer, the appearance, the purchase service, as well as the image of the acquired product. Positioning of goods on the market consists of a whole complex of marketing activities that convince potential buyers that they are offered a product that is created specifically for their preferences.

It is possible to use a variety of marketing approaches, for example:

- positioning the product on the basis of advantages, by meeting specific needs;

- positioning, which is aimed at a certain category of consumers who have already purchased the product or through comparison with competitors;

- the positioning of the goods with the help of ideas about what the goods should be. It should be borne in mind that positioning should not be associated with the disinformation of the buyer. Although this can act once, but after this producer expect serious trouble.

The most common are the following product positioning strategies in the market:

- Occupation of its niche in the already formed segment through competition;

- search for a free segment and offer a product with exceptional properties.

The occupation of its niche presupposes a preliminary study of the competitive positions of all significant participants of this market, the existence of grounds for confidence in the competitive advantages of its goods, the constant monitoring of the size of the segment for its capacity, comparison of its potential with the potential of competitors, maintaining business activity at a sufficient level, using advanced methods Promotion of goods on the market. All this in aggregate creates an opportunity to offer consumers a product with better quality properties. Only under such conditions the company can be sure that it will succeed in occupying its niche, having won it from its competitors.

The second strategy is to search for a market "window", a narrow sub-segment that is not yet occupied or used inadequate. This strategy, with the right approach to marketing activities, ensures the success of the enterprise.

The way to understand why they buy certain products and not buy another, is a method of comparing the main factors that affect the preferences of potential buyers. The result of the conducted research of the goods of a certain segment existing in the market is obtained by means of questioning, interviewing and other methods of studying the buyer's motives, the scheme of positioning of competing products. This scheme displays important properties from the point of view of the potential consumer. The positioning of goods on the market does not correspond to its actual properties, but to its subjective perception by consumers.