Have you ever seen people selling a product Bottled Drinking Water with the mention of certain brand? Although the sale is not really a brand of the product. Why does this happen? Or why all the sports car is still called the “Ferrari” by most people associate it to a brand?
This is what is called in the marketing world as “Top of Mind”, that is something that is directly embedded in the minds of consumers as a result of what is heard, seen or felt from a product.
Well, now how to create effects like this for our business? One way is by POSITIONING. Positioning is a process or attempt to place a product, brand, company, or individual in the minds of consumers. This business is an important step to grab the attention of public situation in the market because the market already over-communicated with so many ads that they eat well every day from all media.
To succeed in a society already saturated with various brands of products and have so many different kinds of advertising, we must create a position in the mind or the minds of consumers. The position here is not just consider the strengths and weaknesses of the company itself but also its competitors. We must be first entered in the minds of consumers’ minds.
So, actually positioning created to support the establishment of brand image that is associated with the brand of the product.
There are several strategies to create a product positioning:
1. Protrusion of the product characterization
You can choose one among many elements of products that can be highlighted. For example, bottled tea drinks are not positioned as a hot tea, but positioned as a soft drink with cola. So tea is not tea bottles to be drunk at the time of drinking tea in the afternoon, but the drinks right to travel, and to cover drinks after a meal. This position is distinguished with other tea product presentation must first brewed.
2. Price projection
You choose the cheap prices as things that will be highlighted. For example when washing soap “X” was first launched, it carried the position as laundry soap cheap compared to similar products that already exist. Of course you should be careful with this because the price of projection strategies for the consumer price is often associated with quality.
3. Projection purposes
A product is associated with a specific purpose. Bererapa cough, flu, fever and headache actually contains the same relative composition. However, the drug “A” to position itself as a headache remedy, “B” and “C” as cough medicine, “D” as the flu drug. You must select a specific use of its products to position ourselves.
4. Positioning according to the wearer
Very old product that uses this strategy is a Lux soap. By positioning itself that the product is worn by world famous film star Sophia Lauren, who formed for soap brand Lux is a soap film star. In the development Lux soap star character always uses as its icon. Other products that use this strategy are cosmetic products, oil Top One, and several automobile products.
5. Positioning by product class
Some products are “sandwiched” need to make critical decisions positioning by linking it to the class of the product concerned. For example, the product 7 Up sandwiched between cola beverage products of Coca-Cola and Pepsi, so he used the slogan “7-Up is the uncola drinks. But with a better” taste “to position himself.
In America car rental company Avis directly position itself with its competitors, namely Hertz with the slogan “We are number two, so We try harder”. This strategy was successfully embedded in the minds of consumers. Many people choose lower Avis (underdog), but have great morale.
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