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You may be
thinking that your business is just a business. But you can't afford to
take that position. In business, often you have to create a position—a
positioning message that is. And the position you want to create is the
one that makes you the obvious choice for consumers.
To do
this, you have to know your 4 Ps:
- Product — what exactly are you offering your customers? How
can you find ways to distinguish your offering? Are you able to
clearly and quickly articulate the benefits of your offering? For
example, a feature of a car is an air bag. The benefit is increased
safety during high impact car accidents.
- Price — we do not recommend that you engage in price wars
that can ultimately cut you out of business. Instead, find ways in
which you can deliver superior quality and customer service so the
consumer prefers your company.
- Promotion — do you actively and relentlessly promote the
ways in which you deliver superior quality and customer service or are
your campaigns mostly centered on discounts, coupons or rebates?
- Place (distribution) — do you know how and where your
product or service is delivered? Are there ways you can use this to
differentiate your business? For example, a company could make a
positioning statement and a promotional campaign centered on
delivering its product in pristine condition within 24-hours or your
money back.
To discuss
your positioning statement, please feel free to contact us. We can assist
you in making a position statement that truly reflects what your business
does and why it should be the obvious destination for your customers.
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