The most effective strategy for positioning a company

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The starting point and final goal of positioning is the benefit for the company. The point is to turn any opportunities of the enterprise into attractive indicators in the eyes of the consumer (for example, low costs for purchasing raw materials allow setting the price of the product lower than that of competitors). Thanks to the formation of such strong positions, the company acquires a certain attractive image and demonstrates to the consumer the benefits of purchasing its products.

The basis of positioning is the ultimate high school senior mailing list benefit. But all customers are different, and even when they buy approximately the same product, the reasons for making one or another choice may differ greatly. That is, each customer perceives the positions of each individual product differently. Therefore, it should be understood that for consumers from different market segments, a company's product may represent its own special value.


The concept of positioning is relative. The positions of companies, brands, and specific products are always considered in comparison with other market participants. Prices, for example, seem high or low — but this is in comparison with competing firms. The same applies to the quality characteristics of goods, service level, etc.

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Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
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The most effective strategy for positioning a company
There are three important conditions, the fulfillment of which guarantees the effectiveness of the company's positioning:

It is necessary to clearly see your target audience and understand its requests. It is an established fact that different groups of consumers perceive the same formed positions differently. It is important to understand this and foresee how the positioning will be perceived in the target market of buyers, and in non-target segments as well.

Positioning should form important benefits specifically for the target audience. For example, for a segment that is not particularly sensitive to high prices, positioning the opportunity to buy cheaply is not of great importance. The task here is to offer exactly those benefits and qualities that are of interest to your target buyer.

Positioning should be based on real existing indicators of the strength of a company, brand or product. It is great if these strengths are unique in themselves. That is, existing assets should be used to the fullest extent possible - this will put the company in an advantageous position compared to competitors, guaranteeing it a confident, solid position in the market.