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You have a choice about how you want to
position your business. You can position it as a stand-out company or as
one more in the pack of businesses after your customers' money. Given the
choices, it's easy to see which one is more strategic. But knowing your
position can be a lot harder than it seems. Here are 4 CS's for strong
positioning.
Company definition—are you
specific about what your company does and how it does it? Don't be one of
those companies that try to be too much to too many people. Joe Boxer is
an underwear company like the hundreds of other underwear companies. But,
it's clear that it offers underwear that is fun to wear. So you will never
see a pair of plain white briefs in Joe Boxer and whenever you see the
packaging, the website or visit a store where Joe Boxer products are sold
you will see an element of fun, humor and cheekiness.
Competitors' identification—do
you know your competitors? In order to differentiate yourself from the
pack, you will have to analyze your competition. Why might a consumer pick
them over you? What do you already do that is superior to their business
offering and how can you constantly and consistently communicate that?
Consumer target definition—do you
know your customers? Do you have demographic, lifestyle and psychographic
information on your best customers? Do you know whom you want to target?
Channels (distribution)—where and
how is your product or service delivered? Are there ways in which you can
capitalize on that and make positive distinctions between you and your
competitors?
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