Question

.         Discuss the concept of positioning, its importance in both a marketing and advertising strategy and how it affects the advertising message to consumers.

Answer 1

Positioning :

Positioning is an offering of a product or service in the marketplace by making it standout from the similar product offerings while creating a positive image of product in the mind of customers. It can be done through providing distinct benefits, highlighting unique selling point, advertising, distribution etc.

Importance of positioning in marketing and advertising strategy :

a. It helps to highlight the important message to the customers while creating marketing strategy, market segment specific needs are met due to positioning the product while marketing and advertising strategy.

b. It identifies niche market segment, makes customer understand why their product must be preferred over competitors product and select the appropriate communication channel. Like for example : Product such as cosmetics which targets women's aged between 18-35, must use the communication channel such as online advertisement, social media etc. to advertise their product instead of using traditional communication channels.

c. If the company is going to launch new product, product positioning helps to penetrate market by effective advertising and marketing strategy.

Advertising message to consumers can be affected due to positioning as :

a. Positioning is necessary to attract different types of consumers in terms of expectations from consumer such as their features, durability, price, innovative factors etc.

b. Consumer loyalty can be promoted to the specific brand, company due to effective positioning strategy while maintaining the goodwill. Consumer interest and attention can be won due to promotion and advertising.